The campaign featuring Matt Rife has been branded “rage bait”, with people calling Elf Cosmetics “tone deaf” for using the ...

Move over, American Eagle: popular beauty company e.l.f. Cosmetics is the latest brand to come under fire for an ad campaign. The budget beauty brand shared the campaign on Aug. 11, starring comedian ...

A recent e.l.f. Cosmetics ad featuring Matt Rife has sparked controversy online due to the comedian’s contentious past. In ...

We recently published 9 Stocks Jim Cramer Discussed As He Mentioned Trump & Intel’s CEO. e.l.f. Beauty, Inc. (NYSE:ELF) is ...

Beauty's mixed investment outlook as FQ1'26 gross margin disappoints, rhode acquisition impacts margins, and US sales ...

Effective 1 August, Elf has increased its prices by $1 to mitigate tariff impact — the brand’s third price increase in its ...

The elf character began picking up momentum, and by 2012, he was a float in the Macy’s Thanksgiving Day Parade. The Elf on the Shelf has been a best-seller every year since 2013.