e.l.f. Cosmetics was created in the belief that every woman should have the opportunity to experience luxury cosmetics without sacrificing budget. Since the brands introduction five years ago, the e.l.f. Cosmetics website (www.eyeslipsface.com) has grown to include 2 million members and is a popular destination for beauty fans looking for quality, affordable cosmetics. In a short period of time, e.l.f. has earned the reputation of delivering a competitive product to the prestige brands at a fraction of the price.