ELF stands for Eyes Lips Face. It is a popular beauty brand that was founded in 2004 by Do Won Chang, who wanted to create affordable, high-quality makeup for people of all skin tones and ethnicities. ELF is known for its innovative formulas, cruelty-free products, and accessible price points, making it a favorite among beauty enthusiasts and makeup artists alike. ELF offers a wide range of products, including foundations, eyeshadows, lipsticks, blushes, highlighters, and more.