US-based E.L.F. Cosmetics (whose name stands for Eyes, Lips, Face) was founded in 2004 by two beauty obsessives who wanted to create affordable makeup. Scott Vincent Borba, along with his business partner, Joseph Shamah, decided to find factories that understood their mission to create inexpensive good-quality makeup. "We feel women shouldn't have to skip lunch or not go out for dinner or have other cutbacks to afford a makeup," Shamah told CNN in an interview.

Today, you can find the line at stores like Target, Walmart, and even Old Navy in the US, while expansion outside the US is ongoing: it currently has a presence in 15 countries and global distribution via eShopWorld.

As of May 26^th 2025, e.l.f. Cosmetics and e.l.f. SKIN products will now also be available in 776 Kruidvat and 183 Trekpleister stores nationwide in The Netherlands and 271 Kruidvat stores in Belgium. The community can also shop e.l.f. products online on kruidvat.nl, kruidvat.be and trekpleister.nl, starting with e.l.f. Cosmetics on May 26^th and e.l.f. SKIN on June 2^nd 2025.

"We are excited to collaborate with KRUIDVAT and TREKPLEISTER to bring e.l.f.'s premium quality products to even more beauty and skincare enthusiasts in The Netherlands and Belgium," said Christine Cassidy, Vice President and General Manager, International, e.l.f. Beauty. "Since launching in each market, we’ve seen incredible momentum from our community, and this footprint expansion will further ensure our products are even more accessible!"

e.l.f. Cosmetics first launched in The Netherlands in 2021 and in Belgium in 2023 and quickly became a viral favorite, winning over beauty enthusiasts with its Holy Grail products including Halo Glow Liquid Filter, Halo Glow Beauty Wands, Power Grip Primer and Glow Reviver Lip Oil.