earthquake and tsunami disaster, which helped fund relief efforts. The program donated 5% of all online purchases to the Red Cross for Japan's crisis recovery initiative. References Further reading Entrepreneur - E.L.F. challenging industry standard of costly cosmetics (January 2005) CNN - A pretty face That Won't Cost an Arm or Leg (January 2006) Retail Merchandiser - E.L.F. Cosmetics? Covered (July 2008) PETA - Bargain Beauty Essentials Full of Cheap Thrills (October 2010) The Wall Street Journal - It's Just Lip Gloss, Mom (February 2011) Companies based in New York City Cosmetics brands Cosmetics companies of the United States Personal care brands Companies listed on the New York Stock Exchange