Oakland-based e.l.f. Beauty, Inc. is a global provider of cosmetics and skincare products under the brand names e.l.f. Cosmetics, e.l.f. Skin, Well People, and Keys Soulcare. The company boasts an extensive product line including eye, lip, face, paw, and skin care products. Its distribution channels include both national and international retailers as well as direct-to-consumer channels such as e-commerce platforms in the United States and distributors overseas. The company was originally known as J.A. Cosmetics Holdings, Inc. before being rebranded as e.l.f. Beauty, Inc. in 2016. Founded in 2004, e.l.f. Beauty, Inc. continues to revolutionize the beauty industry with innovative, cruelty-free products.