The brand only uses products that are " cruelty-free " . In 2007 , it was announced that e.l.f. was selling tweezers in a faux leather case that read " e.l.f. Professional Supports PETA in the Fur Free Campaign . 50 % of the proceeds from sales of these tweezers go straight to PETA ! " CEO Joseph Shamah later earned PETA 's " Trail-Blazer Award " , given for " compassion and commitment to never testing on animals . " e.l.f. Cosmetics announced the " Mi & You Can Make a Difference " campaign days after the 2011 Tōhoku 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
2011 Tōhoku earthquake and tsunami
2011 Tōhoku earthquake and tsunami
Elf (cosmetics)