Twelve-year-old e.l.f. (an acronym for "eyes, lips, face") has made a name for itself selling low-priced beauty goods at department stores and specialty retailers, rather than just at drugstores. The company sells through its own site and at 19,000 U.S. stores, according to the Wall Street Journal.
In addition, e.l.f. operates nine of its own retail stores in the New York area and two in Los Angeles and plans more brick-and-mortar sites in high-traffic locations across the country, an expansion made possible by its $114 million IPO proceeds, Fortune reports.. . . more