Business Description

Overview e.l.f. Beauty, Inc. (“e.l.f. Beauty” and together with our subsidiaries, the “Company,” or “we”) is a multi-brand beauty company that offers inclusive, accessible, clean, vegan and cruelty free cosmetics and skin care products. • Our Vision . To be a different kind of beauty company by building brands that disrupt industry norms, shape culture and connect communities through positivity, inclusivity and accessibility. • Our Mission . We make the best of beauty accessible to every eye, lip and face. • Our Purpose . We make the world a better place for every eye, lip and face. Our Brands Our family of brands consists of e.l.f. Cosmetics, e.l.f. SKIN, rhode, Naturium and Well People. We transferred the Keys Soulcare brand to Alicia Keys in May 2026 and it is no longer part of our brand portfolio. Our brands are available online and across leading beauty, mass-market and specialty retailers. We have strong relationships with our retail customers such as Target, Walmart, Amazon, Sephora and other leading retailers that have enabled us to expand distribution both domestically and internationally. 2 Table of Contents e.l.f. Cosmetics e.l.f. Cosmetics, our global flagship brand, makes the best of beauty accessible to every eye, lip and face by bringing together the best of beauty, culture and entertainment. Our superpower is delivering universally appealing, premium quality products at accessible prices that are e.l.f. clean and vegan, all double-certified by Leaping Bunny and PETA as cruelty-free. We are proud to have products made in Fair Trade Certified™ facilities. e.l.f. SKIN e.l.f. SKIN champions clean and kind skin care by making innovative, efficacious formulas at accessible prices with universal appeal. e.l.f. SKIN is e.l.f. clean and vegan, all double-certified by Leaping Bunny and PETA as cruelty-free. We are proud to have products made in Fair Trade Certified™ facilities. rhode rhode is a line of curated skincare essentials founded by Hailey Rhode Bieber. Inspired to develop products that really work in a way that’s accessible to everyone, rhode is based in science, simplifying many of the mysteries and complex narratives behind efficacious skincare. Formulated for a variety of skin types and needs with high performance ingredients, it’s a daily routine that nourishes the skin barrier over time. Every rhode product is made from purposeful, high-performance ingredients at efficacious levels. rhode is rhode clean, vegan and double-certified by Leaping Bunny and PETA as cruelty-free. Naturium Naturium brings the science of consistent skincare to every one, every where, every day. The brand's biocompatible and dermatologist-tested formulas work with individual skin from head to toe, blending natural botanicals with potent actives for effective results at an accessible price point. Naturium has pioneered facial and body care innovations. Naturium is vegan, paraben-free and double-certified by Leaping Bunny and PETA as cruelty-free. Well People Well People is a clean beauty pioneer leading the way with high-performing, plant-powered formulas. The brand has the most Environmental Working Group (EWG) Verified® color cosmetic products of any beauty brand and is committed to be free from sulfates, parabens and synthetic fillers. Well People products are Well People clean and vegan, pregnancy-friendly, all double-certified by Leaping Bunny and PETA as cruelty-free. We are proud to have products made in Fair Trade Certified™ facilities. Our Products and Strategy We believe our ability to deliver cruelty free, clean, vegan and premium-quality products at accessible prices with broad appeal differentiates us in the beauty industry. We believe the combination of our passionate team of owners, value proposition, powerhouse innovation, disruptive marketing engine and productivity model has positioned us well to navigate the competitive beauty market. Our strategy is underpinned by our five unique areas of advantage: • Passionate Team of Owners . Our talented employees are at the core of our business strategy. Our commitment to our people and our High Performance Team (“HPT”) culture is evident in our 88% employee engagement score, 18 percentage points above the consumer industry benchmark, with 93% of our employees recommending e.l.f. as a great place to work. We take a unique “one-team” approach to compensation.…