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In 1983, Jane Wurwand, a tenured skin therapist and licensed instructor, arrived in Los Angeles, following a brief time in South Africa. [6] Approximately six months earlier, her then-boyfriend (now-husband) South African Raymond Wurwand took a job as a sales representative for a company selling equipment to the skin care industry.
e.l.f. Beauty, Inc. is an American cosmetics brand based in Oakland, California.It was founded by Joseph Shamah and Scott Vincent Borba in 2004. [3] Items include bath and skin-care products, mineral-based makeup, professional tools, [4] eyeliners, lipstick, glosses, [5] [6] blushes, bronzers, brushes, and mascara, among others.
After arriving in Los Angeles, Wurwand founded the International Dermal Institute, where she began offering $10 skin care classes to fellow cosmetologists. [3] During this time, Wurwand set out to develop products free of common skin irritants, including lanolin, SD alcohol, mineral oil, artificial colors and fragrances. [4]
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The company started as a bootstrap, having been self-funded by Kerr, who holds a 95% stake. [3] In 2017, KORA Organics began offering its products internationally, first in the U.S, partnering with cosmetics retailer Sephora. It later further expanded, and as of 2017 is stocked in 30 countries or regions and shipped to over 120 countries worldwide.
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