Calling all Cali-natives — it’s time to play beautifully®! By popular demand, e.l.f. Cosmetics announces the opening of new e.l.f. Cosmetics retail locations throughout the Los Angeles area. e.l.f. Cosmetics, the international beauty company, best known for its extensive range of cutting-edge cosmetics and passionate beauty community of nearly 30 million fans, goes bi-coastal. The new L.A. e.l.f. Cosmetics’ stores, inspired by its high-traffic New York based locations, are designed to bring the beauty brand to life and connect its large network of beauty enthusiasts with a unique shopping experience that features new looks, the hottest beauty trends and coveted product innovations. e.l.f. Cosmetics officially opens its first west coast door in the Sherman Oaks area of L.A. at Fashion Square (14006 Riverside Drive) the weekend of September 9th. The stores will offer a unique destination for every L.A. beauty buff to spend the day discovering the latest cosmetic and skin care essentials and an array of makeup application services in a dream vanity setting, where visitors are encouraged toplay beautifully®. At the center of each store is an interactive “play table” where guests are invited to experiment with e.l.f.’s latest innovations and fan favorites as well as to access seasonally and trend-inspired beauty tutorials, how-to’s, top beauty influencer recommendations and more. “We are thrilled to bring the e.l.f. beauty experience to Los Angeles and be a part of the incredible beauty community here,” said Teresa Gefter, VP of e.l.f. Stores. “Our retail stores give beauty enthusiasts an opportunity to connect with e.l.f. in a unique, experiential way. We’ve aimed to create an environment where they can play and experiment with the best in beauty and connect with one another. Their passion is extraordinary and inspires us to consistently deliver highly-quality products, new ideas and on trend inspiration.” For more information about e.l.f. Cosmetics and/or store openings, please visit www.elfcosmetics.com. About e.l.f. Cosmetics e.l.f. Cosmetics makes luxurious beauty accessible for all women to play beautifully®. Established in 2004 as a leading e-commerce business (www.elfcosmetics.com), e.l.f. has become a multi-dimensional, multi-channel brand with millions of fans across the globe. By engaging young, diverse makeup enthusiasts with innovative, high-quality cosmetics at an extraordinary value, e.l.f. has become one of the fastest growing beauty brands in the U.S.