We at e.l.f. believe that innovative technology, quality ingredients and superb delivery systems should not be limited to prestige retailers. Every woman should have the opportunity to participate in innovation, without sacrificing her budget. Our cosmetics are designed to improve and accentuate the individual, not hide her away.

Launched in New York in 2004 and guided by American celebrity and beauty professional Scott-Vincent Borba (the man behind Hard Candy’s cosmetics line), e.l.f. is a revolutionary new beauty company, able to provide a line of cosmetics that moisturise, hydrate, and enliven your complexion without taxing your budget.

We are often asked how we are able to provide our customers with such wonderful products, most for as little as £1.50. By developing quality cosmetics and the highest standard of service, but using the internet for branding rather than higher-priced advertising media; by sourcing the best ingredients at competitive prices; and by prioritising our products, rather than their packaging, e.l.f. always provides you with quality and value.

e.l.f. has been a revolution in the beauty industry, turning heads away from more expensive brands with its unique approach. These values extend to our recently launched new range fine mineral make-up.

Some can’t believe that we are able to operate and grow with such low prices, but keep an eye on our Buzz section to catch some of the industrys' leading beauty editors' endorsements from GMTV, This Morning, Hello!, Marie Claire, Glamour, Grazia, The Times and many others.

e.l.f. arrived on British shores with it's much anticipated launch on 27th November 2007 and is run by Welsh brother and sister team, Neil Phillips and Jo Westlake from e.l.f. UK's HQ in sunny Swansea!!