I’ve always loved the idea of making people feel and look beautiful on the outside and inside,” says Joey Shamah.
He was a New York University business student working for his family’s apparel company when, at a party, he met Scott Vincent Borba, a Los Angeles beauty-industry veteran who helped launch Hard Candy cosmetics along with a handful of re-launches for high-end hair-care and cosmetics lines.
Between Shamah’s international sourcing contacts and Borba’s extensive experience, an idea was born.
After discovering that higher-income consumers shopped at dollar stores, Shamah and Borba saw a perfect opportunity to nestle their cosmetics into the dollar market. Borba says they target these customers by offering “the same benefits, look and ingredients for a reasonable price.”
Challenging the industry standard of costly cosmetics, e.l.f. says, “The buck stops here,” where every product costs $1.
Photo by Eyes Lips Face.
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