e.l.f. Beauty, Inc.
Personal Care 🏭 Expanding Oakland, CA · ELF · Public
e.l.f. Beauty is expanding its product portfolio with a major haircare launch (e.l.f. Hair), marking its most significant category extension since entering skincare in 2022. The company is leveraging momentum from its Rhode brand and positioning itself for growth across multiple beauty verticals with affordable luxury positioning.
📢 e.l.f. Beauty launched e.l.f. Hair as a new product category with six prestige-quality products, representing a significant vertical expansion beyond cosmetics and skincare.
e.l.f. Beauty, Inc., in conjunction with its affiliated entities, serves as a worldwide supplier of beauty and skincare essentials. Its brand stable features prominent names such as e.l.f. Cosmetics, e.l.f. Skin, Well People, and Keys Soulcare. The company offers a diverse array of products, encompassing makeup for eyes, lips, and face, alongside comprehensive skincare solutions and other specialized items. These offerings are distributed globally through a broad network of both domestic and international retailers, as well as directly to consumers via e-commerce platforms in the United States and primarily through distributors in other countries. Established in 2004 and headquartered in Oakland, California, the company rebranded to e.l.f. Beauty, Inc. in April 2016, having previously operated under the name J.A. Cosmetics Holdings, Inc.
Employees
633
Mfg Plants
3
All Facilities
8
Activity
8/10
Type
Public
Plant Locations (8 mapped)
ELF Stock Price
Recent News
Here's Why e.l.f. Beauty (ELF) Fell More Than Broader Market
Zacks Investment Research · 6/17/2026
e.l.f. Beauty bets on hair as its next growth engine
Proactive Investors · 6/16/2026
e.l.f. Beauty Stock Shows Exceptional Strength: What's Fueling The Momentum?
Benzinga · 6/16/2026
e.l.f. Beauty bets on hair as its next growth engine
Proactive Investors - Finance · 6/16/2026
e.l.f. Beauty (ELF) is Attracting Investor Attention: Here is What You Should Know
Zacks Investment Research · 6/16/2026
These 3 Beaten-Down Growth Stocks Look Like Long-Term Comeback Candidates
The Motley Fool · 6/16/2026
Look Who's e.l.f.ing Hair: e.l.f. Enters the Haircare Chat in New Category Extension
GuruFocus · 6/15/2026
Look Who's e.l.f.ing Hair: e.l.f. Enters the Haircare Chat in New Category Extension
Business Wire · 6/15/2026
This Under-the-Radar Move Will Likely Drive e.l.f. Sales and Could Boost the Stock.
Fool - Investing News · 6/10/2026
Manufacturing Plants (3)
Third-Party Contract Manufacturing – China (Guangdong/Guangzhou region)
Guangzhou, CHN
Multiple third-party contract factories in Guangdong Province (Guangzhou area) produce the bulk of e.l.f. products — color cosmetics, skincare, lip, eye, face. As of early 2025, ~75% of volume sourced from China; company began reducing China exposure due to tariffs. Four factories certified Fair Trade USA by 2024, covering ~85%+ of product volume.
Third-Party Contract Manufacturing – Mexico (emerging, 2025–2026)
Mexico, MEX
Nearshore manufacturing partner network being expanded to Mexico as part of supply chain diversification away from China. Specific factory city not publicly disclosed.
Third-Party Contract Manufacturing – Vietnam (emerging, 2025–2026)
Vietnam, VNM
e.l.f. is aggressively shifting production to Vietnamese contract manufacturers as a primary China-tariff mitigation strategy. Target: ~75% of production from Vietnam and Mexico combined by 2026, with China share falling below 10%.
Other Facilities (5)
e.l.f. Cosmetics Distribution Center – West
Ontario, CA · distribution
Primary US distribution center for national retail customers (Walmart, Target, Ulta, CVS, etc.). Third-party-operated facility confirmed in multiple 10-K filings; receives finished goods imports from China.
e.l.f. Cosmetics Distribution Center – East (e-commerce)
Columbus, OH · distribution
Third-party-operated DC focused on direct-to-consumer e-commerce fulfillment. Disclosed in SEC 10-K filings as the company's second major US distribution hub.
e.l.f. Beauty Los Angeles Office
Los Angeles, CA · hq
Multi-brand creative, marketing and product development office housing e.l.f. Cosmetics, Keys Soulcare, Well People, Naturium and rhode teams. Opened/relocated early 2026.
e.l.f. Beauty Corporate HQ
Oakland, CA · hq
Principal executive offices; corporate leadership, finance, strategy for all brands (e.l.f. Cosmetics, e.l.f. SKIN, Well People, Keys Soulcare, Naturium, rhode)
e.l.f. Beauty East Coast Office (Flatiron)
New York, NY · hq
39,000 sq ft across 3 floors; East Coast corporate hub, marketing, and brand operations. Expanded to full 39K SF in August 2024 under long-term lease.