Elf Cosmetics Company & Revenue

Main Category

Care Products

Main Country Selling to

United States

Revenue (GMV)

US$322m

2025

Global Rank

1,021

2025

Conversion Rate

3.5-4.0%

2025

Average Order Value

2025

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Revenue Development

Country & Category Splits

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Transaction KPIs

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The values shown here refer to the retailer's largest online store. Aggregated total figures and values for other stores can be found in our tool.

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Revenue & Turnover Sales by Country & Market Shares Revenue Split by Product Categories Customer Demographics and Shopper Insights Marketplace Sales: 1st & 3rd Party GMV Top Stores Other Retailers in the Market Transaction KPIs: Conversion Rate, Average Order Value Payment, Shipping and Shop Software Provider Landscape

Elf Cosmetics Revenue & Turnover

Elf Cosmetics Annual Revenue & Growth by Year

Elf Cosmetics's annual sales amounted to US$322m in 2025. This represents a change of 50-55% from the previous year. Elf Cosmetics is expected to see a growth rate of 15-20% in 2026 compared to 2025, indicating a projected shift in performance.

Annual Revenue (GMV)

US$322m

2025

Annual Growth Forecast

15-20%

25/26

E-Commerce Revenue (GMV in Million US$)

2023

2024

322

2025

2026

2027

Note: This chart is based on the GMV of the retailer. Click here to learn more about our methodology and the available drilldown at ECDB.

Elf Cosmetics Monthly Sales & Revenue Development

Retailers follow monthly revenue patterns, which depend on annual events, consumer habits, and economic conditions. In the case of Elf Cosmetics, revenues in June of 2026 were US$34m. This marks a change in monthly revenues of 10-15% from May.

Revenue Current Month (GMV)

US$34m

06/26

Growth from Previous Month

10-15%

05/26-06/26

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Monthly E-Commerce Revenue (GMV in Million US$)

02-2026

03-2026

04-2026

05-2026

US$34m

06-2026

Note: This chart is based on the GMV of the retailer. Click here to learn more about our methodology and the available drilldown at ECDB.

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Elf Cosmetics Sales by Country & Market Shares

Elf Cosmetics's main market is the United States, where the retailer generated 71% of revenues in 2025. Elf Cosmetics engages in markets that support its strategic objectives, whether through domestic focus or cross-border expansion.

Market Shares by Country

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Elf Cosmetics Revenue Split by Product Categories

Elf Cosmetics sales by product category provide a deeper look into its income structure. Elf Cosmetics's most significant category is Care Products, which accounts for 100% of total sales in 2025. The analysis of sales by category provides a clearer picture of how different segments contribute to overall performance.

Revenue Breakdown by Category

2025

Care Products (100%)

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Elf Cosmetics Customer Demographics and Shopper Insights

15% of the customers of elfcosmetics.com, the largest store of Elf Cosmetics, are in the 18–24 years age group, contributing to the retailer’s overall customer demographics. The remaining shoppers are distributed across the other age groups. At the same time, 35% of the customers of elfcosmetics.com are in the low income group, adding further detail to these customer demographics and providing customer insights into different audience segments.

Revenue Breakdown by Customer Age Groups

2025

18-24 (15.0%)

Revenue Breakdown by Customer Income Groups

2025

Low (35.0%)

Elf Cosmetics Marketplace Sales: 1st & 3rd Party GMV

1P vs 3P Revenue/Sales

Elf Cosmetics's marketplace sales are illustrated by its GMV development. A distinction is made between 1P (first-party) and 3P (third-party) sales, where Elf Cosmetics either acts as the seller (1P) or distributes products from other sellers (3P). In 2025, Elf Cosmetics's 1P sales contributed 100% to total GMV, while the 3P GMV accounted for 0%.

3P Share

2025

3P Share Forecast

2026

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1P/3P Revenue/Sales Split

2022

2023

2024

100%0%

2025

2026

1P Activity

3P Activity

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Elf Cosmetics Top Stores

Elf Cosmetics's flagship domain elfcosmetics.com generated revenues of US$269m in 2025. Forecasts expect a revenue change of 15-20% in the coming year.

Top Online Stores by GMV (in Million US$)

# 1

elfcosmetics.com

e.l.f. Cosmetics, Inc.

2022

2023

2024

2025

2026

Position

Store

elfcosmetics.com

e.l.f. Cosmetics, Inc.

2021

2022

2023

2024

2025

269

2026

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Position	Store	2025
1.	elfcosmetics.com e.l.f. Cosmetics, Inc.	269
1.	elfcosmetics Example 123
2.	elfcosmetics Store Name Some 24
3.	elfcosmetics Emerald Emera
4.	elfcosmetics Rose HRU
5.	elfcosmetics Cake Store Company 24
6.	elfcosmetics Lime Database Inc.
7.	elfcosmetics Cyan CPU Chips Something
8.	elfcosmetics Gray Singal Company
9.	elfcosmetics Scissor Indigo

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Note: This ranking is based on GMV. Click here to learn more about our methodology and the drilldown available at ECDB.

Elf Cosmetics - Other Retailers in the Market

Online stores such as ipsy.com and ilmakiage.com are part of the wider e-commerce landscape in which elfcosmetics.com operates.

Overview of Retailers Across the Broader Market

elfcosmetics.com

ipsy.com

ilmakiage.com

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Elf Cosmetics Transaction KPIs: Conversion Rate, Average Order Value

Analyzing transactions on Elf Cosmetics reveals key metrics like conversion rate, average order value, discount rate, and return rate. The store's conversion rate reached 3.5-4.0% in 2025, offering insight into user behavior.

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Conversion Rate

3.5-4.0%

2025

Average Order Value

2025

Return Rate

2025

Discount Rate

2025

Elf Cosmetics Payment, Shipping and Shop Software Provider Landscape

Payment and shipping options have a major impact on customer satisfaction. In the case of Elf Cosmetics, the payment providers Mastercard (Cards), VISA (Cards) and American Express (Cards) are available. Shipping providers, on the other hand, vary significantly depending on the market. Overall, Elf Cosmetics offers UPS (United Parcel Service) and USPS (United States Postal Service).

Payment Provider

Mastercard (Cards)

Shipping Provider

UPS (United Parcel Service)

Shop Software