Joseph Shamah Timeline

He met Scott Vincent Borba

2002

Joseph Shamah meets his soon to be business partner Scott Vincent Borba

He made E.L.F.

2004

Joseph Shamah and Scott Borba work together 2 years after they met to make ELF cosmetics.

ELF donates 20% of profits to cancer research

2004

ELF donated 20% of all the money they got to breast cancer research.

Target sells ELF products

2005

ELF products reach target shelves

More stores start selling ELF products

2005

More beauty and makeup stores along with stores like Walmart and Target get ELF products.

Joseph earns PETA’s Trailblazer Award

2007

Joseph earns an award for ELF cosmetics and its progress.

He creates ELF blog

2007

Joseph Shamah and the ELF company creates a blog so more people will know about the brand.

ELF has its 1st holiday beauty line

2009

ELF releases its 1st holiday beauty line in Target.

Target installs ELF along with its studio collection

2010

Target puts more of ELF into its stores.

ELF becomes a leading mass brand in online beauty

2012

ELF becomes so popular because it is cheap and vegan and becomes one of the leading mass brands.

E.l.f. joins the subscription service Beauty Bundle

2013

ELF joins the Beauty Bundle service

Tarang P. Amin is appointed President, Chief Executive Officer and Director of e.l.f. Cosmetics succeeding joseph Shamah

2014

Joseph Shamah moves on from his spot in ELF giving it to Tarang Amin

$96.8 million in sales for the first half of the year

2016

ELF gets really popular and gets $96.8 million in sales in only have a year.

E.l.f. expands to the West Coast

2016

ELF decides to expand their cosmetics company to the West Coast

E.l.f. files for an initial public offering

2016

ELf decides to file for a initial public offering.