It announced a major new product line.

Forbes contributors publish independent expert analyses and insights. Pam Danziger reports on retail, focused on the luxury consumer market. On Wednesday, November 20, Muddy Waters announced it was ...

Melissa McCarthy stars in a telenovela-inspired Super Bowl ad for e.l.f. Cosmetics and shares her favorite moments from the set, her go-to products and the beauty advice she gives her daughters.

OAKLAND, Calif.--(BUSINESS WIRE)--In a world of one-trick ponies, e.l.f. delivers a glow that really goes the distance. e.l.f. Cosmetics, a brand from e.l.f. Beauty (NYSE: ELF), launches a new ...

The drugstore beauty giant just tapped into another lane.

Beauty is transforming from a single-brand cosmetics company to a diversified beauty player, driving bullish sentiment. Read ...

E.l.f. Cosmetics has launched a beauty shopping app for the just-released Apple Vision Pro, according to a press release. The app, called “your best e.l.f.,” makes E.l.f. one of the first beauty ...

OAKLAND, Calif.--(BUSINESS WIRE)--e.l.f. Beauty (NYSE: ELF), a purpose-led, results-driven company on a mission to make the best of beauty accessible to every eye, lip and face, today released its ...

“E.l.f.ino & schmarnes” features comedian Matt Rife and drag star Heidi N Closet as a legal duo rallying for accessible, high-quality beauty products. E.l.f. Cosmetics today (Aug. 11) launched a ...

PRNewswire/ -- e.l.f. Cosmetics, a brand from e.l.f. Beauty (NYSE: ELF), today announced it is giving away thousands of ...

Fast-growing Los Angeles beauty brand founded by Hailey Bieber will further diversify e.l.f. Beauty’s portfolio of brands e.l.f. Beauty has signed a definitive agreement to acquire rhode, a ...