Founded in 2004, e.l.f. filled a gap in the marketplace for inexpensive, high quality cosmetics. Originally the company maintained a $1 price point for its 13 products. Over the years, the brand showed up in stores like Target and Walmart and continues to see exponential growth. After going public in 2016 e.l.f. Cosmetics continued to see success and is now the number one brand among female teens.