Who is Elf Cosmetics' biggest competitor?

As a keen observer of the beauty industry, I'm curious to delve into the competitive landscape surrounding Elf Cosmetics. Who stands as their foremost rival in this highly competitive market? What brand boasts a similar product range, perhaps with a stronger marketing strategy or a more loyal customer base? Is it a well-established player or an up-and-coming contender? Understanding who their main competitor is could provide valuable insights into Elf's market positioning, strategies, and potential areas for growth. So, who exactly is Elf Cosmetics' biggest competitor?