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e.l.f. Beauty, Inc. is a global beauty company that builds disruptive, digitally led brands focused on clean, cruelty-free products, premium quality, accessible prices and universal appeal. Its portfolio includes e.l.f. Cosmetics, e.l.f. SKIN, Keys Soulcare, Naturium and rhode. Headquartered in Oakland, California, the company sells cosmetics and skin-care products through major retailers, e-commerce and international markets.