AS Beauty was established by Alan and Joey Shamah, the original founders of E.l.f. Cosmetics, which was acquired by TPG Growth in 2014 and went public in 2016. They teamed up with father-son duo Victor and Ralph Azrak, who previously ran a pajama business.
Portfolio includes: Laura Geller Beauty, Julep Beauty, Mally Beauty, Cover FX and Bliss!
