e.l.f. is makeup brand and its acronym stands for eyes, lips, face. It has been founded in 2004 and became the fastest growing makeup company in the United States. The brand strives to create luxury high-quality cosmetics that are available to everyone. e.l.f. follows the latest trends and carefully listens to its customers to constantly improve their products and introduce new ones, which will encourage to experiment with your makeup on a daily basis.