Funny Elves

Funny Elves is a cosmetics brand founded in 2017. Its stated mission is to challenge conventional beauty standards and create makeup for real skin. The brand’s assortment centers on complexion and base makeup, with products including pressed and setting powders, cushion foundation, liquid foundation, priming lotion and cushion blush. It also sells a tinted eyebrow gel. The brand identifies the Soft Matte Pressed Powder, launched in May 2020, as a bestseller. Its official product page describes the powder as waterproof and long-wearing, with a two-in-one setting and touch-up formula intended to blur imperfections. The product is offered in sheer and higher-coverage versions. The current product listing also includes Light-Reflecting Setting Powder, Long Wear Air Cushion, Honey Butter Glaze Priming Lotion, Long Wear Aqua Foundation, Brow Tinted Eyebrow Gel and Cushion Blush. Funny Elves reports establishing a base-makeup research center in Shanghai in 2022, acquiring a base-makeup laboratory in New York and appointing makeup scientist Suzanne Davis as Global R&D VP in 2023, and opening its first independent R&D and manufacturing facility, the “Confidence Factory,” in July 2025. Its homepage reports annual revenue surpassing 1.2 billion in 2023 and 2 billion in 2024; the supplied information does not specify the currency or reporting basis. The brand says it made its international debut in Japan in November 2024. Its US-facing store offers domestic shipping and advertises US lab crafting, but the available sources do not establish the brand’s headquarters, legal owner or country of origin. The brand presents sustainability and animal-testing policies as part of its offer: it says it refuses animal testing, uses biodegradable and recyclable paper materials, and has a patented refillable compact. Its homepage also refers to metal refills and recycling programs. These are statements made by the brand; independent verification is not included in the supplied evidence.

Funny Elves says it was founded in 2017 with a mission to challenge conventional beauty standards and create makeup for real skin. The available brand materials do not identify its founders or provide a detailed account of its early ownership or corporate structure. A notable product milestone came in May 2020, when the brand launched its Soft Matte Pressed Powder. Funny Elves describes it as a bestseller and says it surpassed 100 million in sales. The supplied material does not specify the currency, time period or accounting basis for that figure. The product’s official page describes it as a waterproof, long-wearing powder for setting and touch-ups, with sheer and higher-coverage options. In 2022, the brand says it established a base-makeup research center in Shanghai and completed Series A funding. The source does not name the investors or state the amount raised. In 2023, Funny Elves reports acquiring a base-makeup laboratory in New York and appointing makeup scientist Suzanne Davis as Global R&D VP. The homepage also says annual sales surpassed 1.2 billion that year, without specifying currency or reporting basis. The brand describes 2024 as a period of accelerated global growth. It reports annual revenue surpassing 2 billion and says it made its international debut with a launch in Japan in November. Again, the supplied source does not define the currency or accounting basis. In July 2025, Funny Elves says it opened the “Confidence Factory,” its first independent R&D and manufacturing facility. The brand’s current assortment spans complexion makeup and related products, including pressed and setting powders, cushion and liquid foundations, priming lotion, cushion blush and tinted eyebrow gel. The brand also describes its sustainability approach as refusing animal testing, using biodegradable and recyclable paper packaging, and developing a patented refillable compact, with metal refills and recycling programs. These policies and environmental claims are presented in the brand’s own materials. The evidence supplied here does not establish its headquarters, legal owner, founder, or full geographic reach.

• 2025

  Confidence Factory opened

• 2024

  Japan launch and reported revenue growth

• 2023

  New York lab acquisition and global R&D appointment

• 2022

  Shanghai research center and Series A funding

• 2020

  Soft Matte Pressed Powder launched

• 2017

  Funny Elves founded

Complexion-focused makeup positioned around real skin, buildable coverage and a soft-focus finish.

• Soft Matte Pressed Powder

  A pressed powder launched in May 2020. The brand describes it as waterproof and long-wearing, with setting and touch-up use and sheer or higher-coverage options.

• Light-Reflecting Setting Powder

  A setting powder listed in the brand’s online product assortment.

• Long Wear Air Cushion

  A cushion foundation listed in the brand’s online product assortment.

• Honey Butter Glaze Priming Lotion

  A priming lotion listed in the brand’s online product assortment.

• Long Wear Aqua Foundation

  A foundation listed in the brand’s online product assortment.

• Brow Tinted Eyebrow Gel

  A tinted eyebrow gel listed in the brand’s online product assortment.

• Cushion Blush

  A cushion blush listed in the brand’s online product assortment.

• Opened an independent R&D and manufacturing facilityOther

• Sustainability and animal-testing commitmentsOther

1. 1Funny Elves | Funny how you find your elf.funnyelves.com
2. 2All Productsfunnyelves.com
3. 3Soft Matte Pressed Powder | Airbrushed Finish | Funny Elvesfunnyelves.com