At e.l.f. Cosmetics, their priority is focusing on products to let your inner beauty shine through. Their vision includes empowering and educating women to experiment with innovative products, offering beautiful colors and quality ingredients at affordable prices. Founded in 2004 by Joey Shamah and Scott-Vincent Borba, the company initially offered a line of $1 Essential products in 13 different categories. Recognized for its great values and ethical product line, the company continued to expand, with over 400% sales growth and its first retail launch in Target in 2006. In 2007, the company included a mineral line, bath and beauty products and nail polish. They have won numerous awards, garnered many valuable partnerships and their cosmetic products are now distributed worldwide. Products are now available at most major mass-market retailers, as well as at the company’s website, EyesLipsFace.com. Its products remain affordably priced, with many still in the $1-3 range.