Brand page · Personal Care · United States
e.l.f. Cosmetics: 3.2M visits a month, 162 active Meta ads, Gravity score 553.
e.l.f. Cosmetics — Shop e.l.f. Cosmetics for affordable, high-quality makeup and skincare for every eye, lip, and face. Vegan and cruelty-free products that empower your beauty. In September 2026 elfcosmetics.com drew an estimated 3.2M visits, down 7% on the month before. It ranks #13 of 33,626 Personal Care brands in United States and holds a 2.2 Trustpilot rating over 308 reviews.
Updated Traffic Sept 2026Meta ads 15 Oct 2026Google ads 20 Oct 2026Trustpilot Oct 2026Catalogue Oct 2026Gravity score 2 Nov 2026
Gravity score
Percentiles within 68 peers: Personal Care brands in United States with 1m–10M monthly visits. Recomputed nightly, last on 2 Nov 2026.
About the store
Shop e.l.f. Cosmetics for affordable, high-quality makeup and skincare for every eye, lip, and face. Vegan and cruelty-free products that empower your beauty.
01 · Traffic
How much traffic e.l.f. Cosmetics gets.
The traffic card of the Gravity brand page: the latest month and its two trends. The monthly curve, 24 months of history, the audience by country, the traffic sources and the category comparison are for members, free to start.
e.l.f. Cosmetics drew an estimated 3.2M visits in September 2026, down 7% on the month before and up 3% over three months.
- Worldwide#5,558of 4.5M sites · Top 1%
- In United States#1,886of 1.2M sites · Top 1%
- Personal Care, worldwide#168of 215,119 brands · Top 1%
- Personal Care, United States#13of 33,626 brands · Top 1%
3.2M
estimated visits in September
1 mo ▼ −7.3%4 mo ▲ +2.7%
The monthly curve, 24 months of history and the category comparison.
Create your free account02 · Reviews
What customers say about e.l.f. Cosmetics.
The review cards of the Gravity brand page: the Trustpilot page, with its star distribution and the brand's tiers against the index, and the Google reviews. The TrustScore history and the review velocity against the category are for signed-in members.
e.l.f. Cosmetics holds 2.2 out of 5 on Trustpilot over 308 reviews, 19 of them in the last twelve months: 26% of customers give five stars and 56% one star. That volume places e.l.f. Cosmetics in the top 20 % of the 270,321 Trustpilot pages in the Gravity index.
Beauty Supply Store Cosmetics Store Beauty Product Supplier Cosmetics Industry Cosmetics and Perfumes Supplier
Data not available
Review velocity, TrustScore history and the category comparison are on the Gravity brand page.
03 · Products
What e.l.f. Cosmetics sells, ranked by sales.
The top three products in the catalogue, in the store's own best-seller order, with price and stock. The full catalogue, the rankings over time and the ads that lead to each product are for signed-in members.
e.l.f. Cosmetics sells on Shopify, 82% of its catalogue in stock. The best seller is Cream Glide Lip Liner, at US$2.00, followed by Glow Reviver Lip Oil and Halo Glow Liquid Filter.
#1Cream Glide Lip Linere.l.f. CosmeticsUS$2.00In stock
#2Glow Reviver Lip Oile.l.f. CosmeticsUS$9.00In stock
#3Halo Glow Liquid Filtere.l.f. CosmeticsUS$15.00In stock- +View all productsRankings over time, ratings, stock and the ads that lead to each product. Free account.Sign in to Gravity
Share of the catalogue by product family.
The dominant category places e.l.f. Cosmetics in its comparison group.
- Average rating
- 4.78 / 5
- Rated products
- 54% of the catalogue
- In stock
- 82%
- Upper price quartile
- US$10.00
- Currency
- USD
04 · Ads
What e.l.f. Cosmetics is advertising right now.
Meta and Google ads, as the Gravity brand page shows them; the blurred ones are placeholders. Every creative, how long it ran, its EU reach and the estimated monthly spend band are for signed-in members.
e.l.f. Cosmetics runs Meta ads on Facebook, Instagram, Messenger, Audience Network, Threads, whatsapp, and has advertised on Google since June 2022 (image, text, video).
AD| In 40 Sekunde ein Soft-Glam-Look.Let’s do the magic w/ @elfcosmetics 💕 Wer sagt, dass man Abends mehr Zeit braucht? 😅💁🏿♀️ #ELFCOSMETICSe.l.f. Cosmetics14 Oct 2026video
werbung @elfcosmetics ⭐️ ich habe die neuen E.L.F. Soft Glam Cream Blush & Bronzer Sticks für euch getestet🤫 #ELFCOSMETICS #EYESLIPSFACE #Ee.l.f. Cosmetics14 Oct 2026video
Ein Sonnenschutz, der alles kann.e.l.f. Cosmetics14 Oct 2026image- +View all Meta adsReach per ad, how long each creative ran, and the estimated monthly spend band. Free account.Sign in to Gravity
Text ad20 Oct 2026J.A. Cosmetics, Corp.verified
Text ad20 Oct 2026J.A. Cosmetics, Corp.verified
Text ad20 Oct 2026J.A. Cosmetics, Corp.verified
- +View all Google adsFormats, first and last seen, and the keywords the brand bids on. Free account.Sign in to Gravity
05 · Influencers
Who talks about e.l.f. Cosmetics.
The creators who tag @elfcosmetics on Instagram, found by Gravity by Benchr in their posts. One is shown here; the full list, the audiences and the contact details are for signed-in members.
Creators tag @elfcosmetics on Instagram, led by Julie ~ Artist & Creative MUA 🎨💫 (14.7K followers, 1.3% engagement).
| Account | Profile | Followers | Engagement | Tags | Relationship |
|---|---|---|---|---|---|
| JJulie ~ Artist & Creative MUA 🎨💫@juliecaouettearts · 🇨🇦 CA | Beauty cosmetics skincare Creator | 14.7K | 1.3% | 18 | Tagged @elfcosmetics |
06 · Competitors according to Gravity
Who e.l.f. Cosmetics competes with, by the numbers.
Gravity picks competitors from the index itself: same category, same market, similar size. The closest are named here; their figures, the full list and the side-by-side comparison are for subscribers.
Gravity by Benchr finds competitors for e.l.f. Cosmetics among Personal Care brands in United States. The closest is maybelline.it, then rimmellondon.com, wet n wild Beauty, COVERGIRL, Milani Cosmetics, Kaybeauty.
| Brand | Similarity | Gravity score | Est. traffic | Trustpilot | Meta ads | Products | |
|---|---|---|---|---|---|---|---|
| maybelline.itmaybelline.it | |||||||
| rimmellondon.comrimmellondon.com | |||||||
| wet n wild Beautywetnwildbeauty.com | |||||||
| COVERGIRLcovergirl.com | |||||||
| Milani Cosmeticsmilanicosmetics.com | |||||||
| Kaybeautykaybeauty.com |
07 · Company
The company behind e.l.f. Cosmetics.
Legal entity, funding and distribution, as the Company tab of the Gravity brand page shows them. Where Gravity has nothing on file, the line says so rather than disappearing.
e.l.f. Cosmetics is a company based in United States, founded in 2004 according to LinkedIn, on a domain registered in January 2004. It employs about 1,817 people.
- Legal name
- Data not available
- Registration no.
- Data not available
- VAT
- Data not available
- Legal form
- Data not available
- Entity country
- 🇺🇸 United States
- Founded
- 2004, per LinkedIn
- Domain registered
- 27 Jan 2004
- Share capital
- Data not available
- Status
- Data not available
- President
- Data not available
- Activity code
- Data not available
- Employees
- 1,817 on LinkedIn
- Funding stage
- Data not available
- Total raised
- Data not available
- Investors
- Data not available
- VC-backed
- Data not available
- Own store
- elfcosmetics.com · Shopify · USD
- Catalogue
- Data not available
- Retailers
- None recorded
- Open jobs
- None recorded
08 · What people ask about e.l.f. Cosmetics
What people ask Google about e.l.f. Cosmetics.
11 answers built from the data on this page, each one sourced to Gravity by Benchr, which say so when we don't know.
Is e.l.f. Cosmetics legit?
According to Gravity by Benchr, e.l.f. Cosmetics is a brand based in United States: its website has existed since January 2004, it sells on a Shopify store, it employs 1,817 people on LinkedIn, it has 7,630,905 Instagram followers. Those are the marks of an established brand, not a pop-up shop. Source: Gravity by Benchr brand index, November 2026.
What do customers say about e.l.f. Cosmetics?
Customers rate e.l.f. Cosmetics 2.2 out of 5 on Trustpilot over 308 reviews, 19 of them in the last twelve months: 26% give five stars, 56% one star. Gravity by Benchr places that review volume in the top 20 % of the 270,321 Trustpilot pages in its index. Source: Gravity by Benchr Trustpilot reading, October 2026.
What is e.l.f. Cosmetics known for?
Shop e.l.f. Cosmetics for affordable, high-quality makeup and skincare for every eye, lip, and face. Vegan and cruelty-free products that empower your beauty. Gravity by Benchr classifies it under Personal Care, with Cosmetics making up 97% of the catalogue. Source: Gravity by Benchr product classification, October 2026.
e.l.f. Cosmetics prices: how much is it?
e.l.f. Cosmetics' best seller, Cream Glide Lip Liner, sells US$2.00 on elfcosmetics.com. 82% of the catalogue is in stock. Gravity does not track prices daily: check elfcosmetics.com before buying. Source: Gravity by Benchr catalogue reading, October 2026.
e.l.f. Cosmetics promo code
Gravity by Benchr does not collect discount codes. What Gravity observes: e.l.f. Cosmetics advertises on Facebook and Instagram and on Google, where its offers often run. Check elfcosmetics.com for current promotions. Source: Gravity by Benchr ad records, October 2026.
Where to buy e.l.f. Cosmetics?
e.l.f. Cosmetics sells on its own website, elfcosmetics.com, a Shopify store. Gravity by Benchr lists no retailer or marketplace for the brand. Source: Gravity by Benchr retailer data, November 2026.
Who is behind e.l.f. Cosmetics?
Gravity by Benchr records a company based in United States, founded in 2004 according to LinkedIn, on a domain registered in 2004, with 1,817 employees on LinkedIn. Gravity publishes no personal data about founders. Source: Gravity by Benchr company records, November 2026.
Is e.l.f. Cosmetics doing well?
Yes. Gravity by Benchr estimates about 3,247,400 visits to elfcosmetics.com in September 2026, down 7% in a month and up 3% over three months. e.l.f. Cosmetics ranks #13 of 33,626 Personal Care brands in United States in the Gravity index. Source: Gravity by Benchr estimated traffic, September 2026.
Which platform and tools does e.l.f. Cosmetics use?
Gravity by Benchr identifies elfcosmetics.com as a Shopify store (standard plan, not Shopify Plus), selling in USD. It advertises through Meta and on Google since June 2022. Source: Gravity by Benchr platform and advertising records, November 2026.
What is e.l.f. Cosmetics' ad budget?
Gravity by Benchr does not publish a spend figure for e.l.f. Cosmetics on this page. What Gravity observes: an active Meta advertiser, on Facebook, Instagram, Messenger, Audience Network, Threads, WhatsApp. The estimated monthly spend band, derived from the EU reach of each ad, is on the Gravity brand page. Source: Gravity by Benchr Meta Ad Library records, October 2026.
Who are the biggest Personal Care brands in United States?
Among Personal Care brands in United States in the Gravity by Benchr index, e.l.f. Cosmetics ranks #13 of 33,626 by estimated traffic. Its closest competitors on the same market are maybelline.it, rimmellondon.com, wet n wild Beauty, COVERGIRL, Milani Cosmetics. Source: Gravity by Benchr competitor analysis, same category, same market, similar size, November 2026.
Gravity by Benchr indexes more than 4 million e-commerce brands across 150 countries. Figures on this page are estimates, updated monthly; the Gravity score is recomputed nightly. Not affiliated with e.l.f. Cosmetics.