e.l.f. Cosmetics is a brand offering high-quality, affordable, and cruelty-free makeup, skincare, and professional-quality makeup brushes and accessories. Known for being budget-friendly, e.l.f. consistently releases trendy and innovative products across various categories including face, lips, eyes, and skincare. The company emphasizes inclusivity, with a wide range of shades for its complexion products, and vegan options for many of its formulas.