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launched in 2004, e.l.f. cosmetics is a revolutionary beauty brand that offers women everywhere the freedom to experiment and play to enhance their own unique beauty. at e.l.f., we believe every woman should have access to the best in beauty and that is our mission – to make luxurious beauty more accessible. in fact, our line of cosmetics and tools for eyes, lips and face start at just $1! we think of ourselves as the brand that challenges the expected in mass cosmetics through innovation, creativity and passion. we attribute our success to our consumer-driven business model that allows us to respond to real feedback in real time. our consumers are our biggest asset – hearing from you fuels our passion and continually inspires and motivates us. so please keep doing what you’re doing and we’ll keep doing what we’re doing. and together, we will make it easy to have fun with beauty every single day!