ELF vs CART Comparison

e.l.f. Beauty Inc is a multi-brand beauty company that offers inclusive, accessible, clean, vegan, and cruelty-free cosmetics and skin care products. The Company's mission is to make beauty accessible to every eye, lip, face, and skin concern. The company offers cosmetic accessories for women, which include eyeliner, mascara, false eyelashes, lipstick, foundation for the face, moisturizer, cleanser, and other tools through its stores and e-commerce channels.

Maplebear (Instacart) operates a leading grocery delivery platform in the United States and Canada. The company partners with various regional and national grocers, which offer their selection of food and other goods to customers through Instacart's ubiquitous platform. Once an item is ordered through Instacart's site, the item is picked and delivered to the customer's home by one of the platform's 600,000 shoppers, who are classified as independent contractors. Instacart earns fees based on average order value and leverages its platform's high usage to sell advertising, mainly to consumer-packaged goods companies. Instacart currently has about 8 million monthly active users (or orderers) on its platform.