Pure Public Relations has been appointed to handle the press and publicity for e.l.f. Cosmetics in the UK. Making luxurious beauty accessible for all, e.l.f. Cosmetics was established in 2004 as an e-commerce business and has become a multi-channel brand through its e.l.f. stores and US distribution at Target, Walmart, Ulta Beauty and UK distribution at Superdrug. By engaging young, diverse make-up enthusiasts with innovative, high-quality cosmetics and skin care at an extraordinary value, e.l.f. has become one of the fastest growing beauty companies in the United States.