THE POWER OF INTENTIONAL BEAUTY W3LL PEOPLE is a plant-based, clean and cruelty-free beauty brand launched in 2008 by its three founders, Shirley Pinkson, James Walker, and Dr. Renee Snyder. What started as a rebellion against a harmful makeup industry, turned into a million-dollar company with products available through national retailers like Whole Foods, Target, Ulta, and Amazon (Happi, 2020). In 2020, they were acquired by e.l.f. cosmetics for $27 million, with plans to “leverage its marketing, customer relationships and operational capabilities to drive the W3LL PEOPLE brand” (Allure, 2020). The CEO of e.l.f, Tarang Amin, wanted to bring W3LL PEOPLE under the e.l.f umbrella because they have long established credibility of developing clean makeup that actually works. Another driving factor was that their values, which include developing accessible high-quality cruelty free products, closely align with e.l.f’s (Happi, 2020). Known as the clean beauty brand that “breaks boundaries” W3LL PEOPLE is passionate about creating clean accessible beauty that puts your skin first. When makeup users think of W3LL PEOPLE, they think about how their products are created with intention. They are sustainable, good for the environment and plant based but don’t compromise on being stylish and sleek.
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