Tag: Nasdaq

One of the most affordable makeup brands on the market, e.l.f., was founded in 2004 in Oakland, California with the goal of “selling premium cosmetics” for only a dollar. Through the 2010 era of YouTube beauty gurus like Bethany Mota, the popularity of the brand skyrocketed as tweens and teens jumped to get their hands on all the products they could at an extremely reasonable price point.