e.l.f. Beauty, Inc., together with its subsidiaries, provides cosmetic and skin care products worldwide. The company offers eye, lip, face, paw, and skin care products. It offers products under the e.l.f. Cosmetics, e.l.f. Skin, Well People, Naturium, and Keys Soulcare brand names. It sells its products through retailer and direct-to-consumer channels, which include e-commerce platforms in the United States, as well as international retailers primarily in the United Kingdom, Canada, and Germany. The company was formerly known as J.A. Cosmetics Holdings, Inc. and changed its name to e.l.f. Beauty, Inc. in April 2016. e.l.f. Beauty, Inc. was founded in 2004 and is headquartered in Oakland, California.