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:

  • Cos Bar: Turning 40 and Hitting Fast Forward

    Cos Bar: Turning 40 and Hitting Fast Forward

    Christine Esposito, Associate Editor||November 21, 2016
    With a recent investor infusion, a new CEO and rebranding effort underway, this luxury beauty retailer has big plans.

  • Organic Matter

    Organic Matter

    Christine Esposito, Associate Editor||November 14, 2016
    FTC and USDA hold a public roundtable to discuss consumers’ perception of organic claims.

  • Let the Magic Begin!

    Let the Magic Begin!

    Tom Branna, Editorial Director||October 10, 2016
    IFSCC Congress gets underway at Walt Disney World this month.

  • Change Is in the Air

    Change Is in the Air

    Doreen Wang, BrandZ ||October 3, 2016
    Technology is changing the personal care market

  • Back to School

    Back to School

    Tom Branna, Editorial Director||September 1, 2016
    It may be September, but class was in session this summer during the Private Label Manufacturers Association’s Executive Educ

  • 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.