E.l.f. Cosmetics Will Be ‘100% Clean’ Going Into 2022; Q2 Sales Up 27% To $92M

E.l.f.’s core consumer proposition continues to focus on quality, innovative products at accessible prices, but the company also has been working to strengthen its “clean” credentials, reformulating more than 350 SKUs in recent months to ensure that its namesake brand is “100% clean” by year-end.