e.l.f. Cosmetics is an American cosmetics brand based in Oakland, California. It was founded by Joseph Shamah and Scott Vincent Borba in 2004. Items include bath and skin-care products, mineral-based makeup, professional tools, eyeliners, lipstick, glosses, blushes, bronzers, brushes, and mascara, among others. According to the company, its products are 100% "cruelty-free", and it supports PETA's no fur campaign. e.l.f. Cosmetics' products have been reviewed in Glamour, Allure, Self, InStyle, and Good Housekeeping, and are sold in 17 countries, and in several stores including Target, Kmart, Dollar General, and Walmart. Over half the company's sales come from its website, which doubles as a social networking site with over two million members. History and operations e.l.f. (short for EyesLipsFace) Cosmetics was founded by Joseph Shamah and Scott Vincent Borba in June 2004, with the assistance of Shamah's father, Alan. The duo originally met at a party in 2002; Shamah was a 23-year-old New York University business student. Borba was a 31-year-old Los Angeles beauty-industry veteran, responsible for previously launching brands such as Hard Candy cosmetics. Both were enthusiastic about an inexpensive, high-quality cosmetics line for women and decided to form a company together. A few days after the party, they sat down to brainstorm, and a business plan was created within months. Borba claims the idea originated from seeing women with expensive cars such as BMWs and Mercedes-Benzes buying bargain-price cosmetics at 99-cent stores in Los Angeles. On February 3, 2014, TPG Growth bought a majority stake in e.l.f. Cosmetics. Joey Shamah was replaced by Tarang P. Amin, who "has been appointed president, chief executive officer and director of e.l.f. Cosmetics." Products The company started with only 13 makeup products, but has since developed more than 300 products that include bath products, skin-care products, mineral-based makeup, professional tools, eyeliners, lipstick, glosses, blushes, bronzers, brushes, mascara, and many more. Most items cost $3. The variety of e.l.f. products allows the company to target a demographic with a broad age range, from teenagers to women in their 40s and 50s. The company carries different product lines, which include e.l.f. Studio, e.l.f. Minerals, and e.l.f. Essentials. There used to be e.l.f. Bath & Body, which included moisturizers, cleanser, and fragrances. They have now stopped making those products. e.l.f. Studio – makeup line includes professional makeup for professional makeup artists and consumers. e.l.f. Minerals – consists of makeup made out of natural minerals. e.l.f. Essentials