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e.l.f. Cosmetics is an international cosmetics brand based in New York City. Founded by Joseph Shamah and Scott Vincent Borba in 2004, it sells products largely at $1, $3, and $6 price points. Items include bath and skin-care products, mineral-based makeup, professional tools, eyeliners, lipstick, glosses, blushes, bronzers, brushes, and mascara, among others.