When it comes to affordable makeup, e.l.f. Beauty applies itself. With a focus on "eyes, lips, and face," e.l.f. Beauty makes prestige-inspired makeup, including essentials like lipstick, mascara, blush, and foundation, for cost-conscious consumers. The company sells its cosmetics through Target, Walmart, CVS, and other national retailers, as well as through its e-commerce site. e.l.f. earns most of its sales in the US but sells internationally as well. Formed in 2004, the company is a relative newcomer to the cosmetics industry, where many competitors, like L'Oréal, have been in business for more than a century. e.l.f. went public in 2016 after raising $141.7 million.