e.l.f. Beauty offers a diverse selection of cosmetics and skincare products aimed at providing affordable beauty solutions for a wide range of consumers. Their products include makeup for the eyes, lips, and face, as well as skincare essentials like cleansers and moisturizers. e.l.f. Beauty operates on a business model that focuses on delivering high-quality items at low prices by minimizing marketing and packaging expenses, allowing them to pass savings directly to customers. They sell their products through their website and major retailers such as Target, Walmart, and Ulta Beauty, ensuring broad accessibility. A key differentiator for e.l.f. is their commitment to vegan and cruelty-free products, which resonates with ethically-conscious shoppers. The company's goal is to make beauty accessible to everyone while maintaining a focus on quality and ethical standards.