Business Profile
e.l.f. Cosmetics provides affordable, high-quality makeup and skincare that are vegan and cruelty-free.
{"Consumers seeking affordable, cruelty-free beauty products","Shoppers who prefer vegan cosmetics","Value-driven online shoppers looking for trend-forward makeup and skincare"}
{"Cruelty-free and vegan formulations with Leaping Bunny certification","Sustainability initiatives through Project Unicorn to reduce packaging waste","Significant portion of products priced at $10 or under (75% under $10)","Free shipping and minis promotions, plus a rewards program (Beauty Squad) with points for rewards"}
Value can be perceived immediately upon purchase (low prices, promotions, and quick rewards via Beauty Squad); ongoing value from loyalty program and continuous product launches.
A global online and retail beauty brand offering affordable, vegan, cruelty-free makeup and skincare products across makeup, skincare, and tools, with a sustainability program and a loyalty ecosystem.
Online and in-store shoppers seeking affordable, trend-forward, cruelty-free beauty products at drugstore-like prices worldwide.
Affordable, vegan, cruelty-free cosmetics with sustainability initiatives, award-winning products, and a rewarding loyalty program, making high-quality beauty accessible to all.
Not specified in content
Primarily drugstore-style pricing; notable promotions include free shipping on first order, free minis with $35+, and bundles; 75% of products priced at $10 or under; Afterpay available on orders $35+
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