By  on March 22, 2012

NEW YORK — E.l.f. Cosmetics wants to grow up.

After debuting online in 2004 with just 13 items, the brand’s revenues hit $20 million in less than two years. Now, E.l.f., which stands for ‘eyes, lips, face,’ is expanding its store distribution in a move that puts the brand on track to reach more than $125 million in retail sales this year, according to industry sources.

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