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e.l.f. Beauty was started in 2004 after the founders saw a whitespace for selling premium quality cosmetics at a mic drop value. They realized there was a market for high-quality inexpensive cosmetic products – and they further disrupted the industry by selling them over the internet for $1 each.
e.l.f. was poised to disrupt norms. The idea of a direct-to-consumer (D2C) beauty brand selling cosmetics over the internet had never existed before. With this foundation, the company....
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