1. Its business is mainly focused on the United States, and its core business is selling affordable, vegan, cruelty-free makeup and skincare products.
2. In beauty e-commerce, it is a mainstream value-for-money brand, with competitors including Maybelline, Revlon, and ColourPop.
3. The brand terms used on the official website are "e.l.f. Cosmetics" or "elf cosmetics".