Breaking News

Is E.L.F. on the Trading Block?

By Tom Branna | January 9, 2014

Wall Street Journal says sale could fetch $160 million.

With Santa back at the North Pole, one elf is trying to hitch a ride on a different sleigh. Discount color cosmetics company E.L.F. Cosmetics has retained Financo LLC to sell the company for about $160 million, according a report in The Wall Street Journal. Private-equity firm TSG Consumer Partners LLC took a minority stake in E.L.F. in 2011. This isn't the first time that the cosmetic maker has been on the selling block. E.L.F. had attracted interest from Coty, L'Oréal and others a couple of years ago, but the multinationals passed on the brand.


The company was founded in 2004 by Joey Shamah and Scott-Vincent Borba when the $1 Essential line introduced 13 products with 67 SKUs. In 2006, sales surged 400% and the company entered Target, its first retail spot. The next year, E.L.F entered Kmart and began distribution in the UK. The brand won Allure's Best of Beauty award in 2009 and began distribution in Germany, Columbia, Spain, Romania, Australia, Czech Republic, Saudi Arabia, UAE and Slovakia.


Related End-User Markets:

blog comments powered by Disqus
  • ‘Lash’-ing Out!

    ‘Lash’-ing Out!

    Christine Esposito, Associate Editor||August 29, 2016
    All eyes are on Lash Star Beauty, a lash-centric beauty brand that recently made its QVC debut.

  • Individualism IS The American Way

    Individualism IS The American Way

    Tom Branna, Editorial Director||August 15, 2016
    Why blue hair and BB creams still thrill US consumers.

  • Red, Black & Blue

    Red, Black & Blue

    August 8, 2016
    No matter who wins the US Presidential election, Americans expect their finances to get bloodied and bruised in 2017.

  • Special Effects

    Special Effects

    Melissa Meisel, Associate Editor||August 1, 2016
    Fall 2016 color cosmetics reflect light and offer a focus on elements like pigment, slip and wear.

  • Sustainability is Omnipresent

    Sustainability is Omnipresent

    Christine Esposito , Associate Editor||July 1, 2016
    Industry stakeholders convene in New York City for Organic Monitor’s annual event

  • Perceived Perfection

    Perceived Perfection

    Christine Esposito, Associate Editor||July 1, 2016
    From primers to pressed powders, facial cosmetics help create the illusion of a flawless complexion.