e.l.f. Beauty, Inc. is a multi-brand beauty company that offers cruelty-free cosmetics and skin-care products. The Company offers a range of products for eyes, such as eyeshadow, eyeliner, mascara and eyelashes, eyebrows, concealer and primer, brushes and tools, and sets and palettes. It offers lipstick, lip gloss, lipliner, and lip care and brushes. The Company launches its products on elfcosmetics.com, and distribution is generally only broadened to its retail customers after it receives consumer validation online. It distributes products both through national and international retailers, as well as direct-to-consumers through its e-commerce channels. The Company sell its products in the United States primarily in the mass, drug store, food and specialty retail channels. Its products are also sold across international markets, including the United Kingdom, Canada, Australia and Germany. Its family brands include e.l.f. Cosmetics, e.l.f. SKIN, Well People and Keys Soulcare.