e.l.f. is for every eye, lip, and face. e.l.f. Cosmetics is an American cosmetics brand based in Oakland, California. And everything they do starts with you! e.l.f. Cosmetics believe in guilt-free play with major pay-off, 100% vegan and cruelty-free, worldwide. #elfingamazing since 2004. Items include bath and skin-care products, mineral-based makeup, professional tools, eyeliners, lipstick, glosses, blushes, bronzers, brushes, and mascara, among others.