e.l.f., an American cosmetics brand based in Oakland, completed the acquisition of W3LL PEOPLE, a clean beauty company, for $27m. "We are pleased to bring clean beauty pioneer W3LL PEOPLE under the e.l.f. Beauty umbrella as our first strategic extension. Clean beauty is a strategically important segment given consumer sentiment and strong growth rates. W3LL PEOPLE has a long history of expertise and credibility in clean beauty that works. Their brand values and market opportunity align closely with e.l.f. and we believe there are a number of synergies to be realized on both the cost and distribution fronts," Tarang Amin, e.l.f. Beauty Chairman and CEO.