E.l.f.

How ethical is E.l.f? 

E.l.f, a cosmetics brand, has been researched and assessed by The Good Shopping Guide. The brand receives an acceptable Good Shopping Guide ethical score in our Ethical Skincare Ratings Table and therefore meets our ethical benchmark to be considered an ethical brand.

In which categories does E.l.f. score well?

Given its above-benchmark GSG score, E.l.f. receives a top rating in many of our research categories. Notably, the brand receives a top rating for Environmental Report, due to its detailed sustainability commitments, which includes targets for improving its environmental record in the future.

Additionally, E.l.f. has not been publicly called out for any unethical business practices. As a result, the brand receives a top rating for Public Record Criticisms.

How can E.l.f. improve its score?

Although E.l.f. meets our ethical benchmark, there are still some areas where the company can improve. We recommend that E.l.f. seeks vegan certification for its plant-based products and aim to include organic products within its skincare range, which would increase its score in the Vegetarian/vegan and Organic categories.