In 2004, a young esthetician named Scott-Vincent Borba noticed a gaping hole in the beauty market: high-quality skincare and makeup that didn't require a second mortgage. Alongside business partner Joseph Shamah, Borba launched e.l.f. Cosmetics (short for Eyes, Lips, Face) with a radical promise — products that actually worked, priced at just $1. Twenty years later, that vision has grown into a $3 billion beauty empire that democratized skincare for millions. But Borba's own story took an unexpected turn that has captured headlines around the world.
From Acne to Aesthetics: The Making of a Beauty Visionary
Borba's journey into skincare began not in a boardroom, but in the mirror. Growing up in Visalia, California, he struggled with cystic acne, rosacea, and weight problems — challenges that left him searching for solutions. "I know what it's like to look in the mirror and not feel comfortable in your own skin," Borba has said about his early struggles. That personal frustration became the foundation of his career.
After earning a psychology degree from Santa Clara University, Borba moved to Los Angeles, became a licensed esthetician, and quickly climbed the ranks of the beauty industry. He worked with major brands including Neutrogena (where he launched the Men's line), Hard Candy Cosmetics, Sebastian, and Murad. By his late 20s, he had become a sought-after celebrity esthetician, working with A-list clients and developing products that bridged the gap between skincare and nutrition.
In 2004, Borba and Shamah identified a simple but powerful insight: customers wanted premium-quality beauty products without premium price tags. e.l.f. Cosmetics was born with an online-only model that kept costs low. The brand's first products — makeup brushes and eyeshadows at $1 each — sold out within weeks. "The beauty industry was telling people they needed to spend hundreds of dollars to look good," Borba explained in interviews. "We knew that wasn't true."
Timeline: How e.l.f. Built a Beauty Revolution
June 2004 — Borba and Shamah co-found e.l.f. Cosmetics in New York City, launching with $1 makeup products online.
2005-2006 — The brand expands into skincare, and Borba develops BORBA Skin Balance Waters — drinkable beauty supplements distributed through Nordstrom, Sephora, and later Walgreens.
2007 — Borba publishes his first book, Makeup for Dummies, followed by Skintervention (2011) and Cooking Your Way to Gorgeous (2013), establishing himself as a skincare expert.
2011 — Borba creates a $7,000 HD Diamond and Ruby facial for actress Mila Kunis ahead of the Golden Globes, cementing his reputation as a celebrity skincare guru.
2014-2016 — e.l.f. experiences explosive growth, entering major retail chains including Target, Walmart, and Ulta while maintaining its under-$10 price point. The brand becomes known for its 100% vegan, cruelty-free formulations.
2019 — In a dramatic life change, Borba sells his business holdings, donates the proceeds to charity, and announces he is leaving the beauty industry to pursue the Catholic priesthood.
2021 — Borba formally resigns from all business ventures and enters St. Patrick's Seminary and University in Menlo Park, California, for priestly formation.
May 23, 2026 — Ordination as a Catholic priest in the Diocese of Fresno at St. Charles Borromeo Church in Visalia, California.
Why Affordable Beauty Matters: The e.l.f. Philosophy
What made e.l.f. Cosmetics truly revolutionary wasn't just its price point — it was the company's philosophy that effective skincare shouldn't be a luxury. At a time when department store brands were charging $50 or more for a single moisturizer, e.l.f. proved that clean, vegan, and scientifically formulated products could be made accessible to everyone.
The brand's approach rested on several key principles that Borba helped establish:
- Ingredient transparency — e.l.f. committed to clearly labeling all ingredients and avoiding parabens, phthalates, and sulfates long before it became industry standard.
- Multi-functional products — Instead of selling separate products for every step, e.l.f. pioneered hybrid products that simplified routines without sacrificing results.
- Direct-to-consumer efficiency — By selling online first, the brand eliminated middleman costs and passed savings directly to customers.
- Inclusivity by design — e.l.f. offered extensive shade ranges and products formulated for all skin types at a time when many budget brands offered limited options.
"The beauty industry had convinced women that expensive meant effective," beauty industry analyst Sarah Kim told USA Today. "e.l.f. proved that a $10 moisturizer could outperform a $100 one if the formulation was right. That changed everything."
Where Things Stand Now: Borba's Final Transition
Today, Borba, 52, is days away from being ordained as a Catholic priest in his hometown of Visalia. He will be assigned to serve as an associate pastor in the Diocese of Fresno. According to reports from ABC7 and the Fresno Bee, Borba describes himself as "never been happier" despite walking away from a fortune estimated at over $100 million.
The decision, he says, was years in the making. At a party in the mid-2010s surrounded by celebrities and luxury, Borba felt a profound sense of emptiness. "He noticed a sadness and emptiness, and in that moment turned to prayer," the Diocese of Fresno said in a statement, recounting his journey. The calling he first felt as a third-grader watching a priest at the altar had never fully left him.
Borba spent the summer of 2022 working with the homeless alongside the Missionaries of Charity in San Francisco, a grounding experience that he has described as more fulfilling than any celebrity red carpet. His journey from beauty mogul to clergyman has been covered by outlets including People, USA Today, the New York Post, and the Independent.
What Happens Next: The Road Ahead
Borba's ordination on May 23 will mark the culmination of nearly seven years of study and formation. After ordination, he will be assigned by the Diocese of Fresno to serve in a parish, likely in California's Central Valley, where he will begin his ministry as an associate pastor.
Meanwhile, the company he co-founded continues to thrive. e.l.f. Beauty (NYSE: ELF) has grown into a publicly traded company valued at over $3 billion, maintaining Borba's original vision of affordable, accessible beauty. The brand recently partnered with Hailey Bieber's Rhode skincare for a limited-edition collection, demonstrating its continued cultural relevance.
The Bottom Line: Key Takeaways
- Scott-Vincent Borba co-founded e.l.f. Cosmetics in 2004 with $1 products that disrupted the beauty industry's pricing model.
- e.l.f.'s philosophy centered on affordable, vegan, and transparent skincare — principles that became industry standards.
- Borba authored three books on skincare and became a celebrity esthetician known for innovative treatments.
- In 2019, he walked away from his fortune to enter seminary, with ordination set for May 23, 2026.
- Borba's story highlights that effective skincare doesn't require expensive products — a lesson that built a billion-dollar brand.
