EyesLipsFace (e.l.f.) Cosmetics, a New York City-based supplier of cosmetics, has received a minority investment of undisclosed amount from TSG Consumer Partners, LLC, an equity firm focused exclusively on the branded consumer sector.
As also stated by Joey Shamah, founder and CEO of e.l.f., the investment will help the company expand further into the retail space across different channels.
Founded in 2004 by father and son team Alan and Joey Shamah, e.l.f. offers its product assortment to teenagers and women in their 40’s and 50’s. In addition, the company engages consumers through its online community (www.eyeslipsface.com) and other social networking sites where they can view educational web videos on makeup techniques and styles, share their experiences with e.l.f. products and communicate directly with other users.
e.l.f. is currently deepening its retail presence with distribution at major retailers such as Target and Dollar General, continuing building out its product line, including e.l.f. studio, e.l.f. minerals and e.l.f. bath & body, as well as broadening its international business. The company’s products are currently available in 17 countries.