What Shopify theme does e.l.f. Cosmetics use?

Answer: No theme (headless storefront)

Teardown of elfcosmetics.com, checked 2026-10-25

e.l.f. Cosmetics is a headless Shopify store: it runs on Shopify for products and checkout, but the storefront is a Custom Hydrogen storefront rather than a Shopify theme. We detected 1 app and tools on the storefront, including OneTrust. The homepage passes 10 of 18 teardown checks.

Theme details

Apps and tools on e.l.f. Cosmetics

Privacy: OneTrust

Teardown: 56/100

What e.l.f. Cosmetics could improve

• ✕
  Homepage title is 30-65 characters SEO

  Current: 80 characters.

  Write a title that names the brand and the main product category. Search results truncate after about 60 characters.
• ✕
  Homepage has exactly one H1 SEO

  Found 0.

  Use one H1 describing what the store sells. Many themes put the logo in the H1 or skip it.
• ✕
  At least 90% of images have alt text Accessibility

  38 of 134 images have alt text.

  Fill in alt text in the Shopify admin for products and section images. It helps screen readers and image search.
• ✕
  Homepage HTML under 250 KB Speed

  HTML is 901 KB.

  Large HTML usually comes from inline app code, huge mega menus or many hidden sections. Remove unused sections and apps.
• ✕
  Under 40 script tags on the homepage Speed

  86 script tags.

  Consolidate tracking through one tag manager and remove leftover app snippets from theme.liquid.
• ✕
  Product reviews app detected Conversion

  Show reviews on product pages. Shoppers trust other customers more than product copy.
• ✕
  Email or SMS capture tool detected Conversion

  Capture emails from first-time visitors with a signup offer, then automate a welcome flow.
• ✕
  Public product catalog found Catalog

  Could not read the catalog.

  If products exist but none are found, the store may be password protected or have the products feed restricted.

What e.l.f. Cosmetics gets right

• ✓
  Meta description is 70-160 characters SEO

  Current: 158 characters.
• ✓
  Canonical tag present SEO
• ✓
  Open Graph image for link previews Social
• ✓
  Structured data (JSON-LD) SEO
• ✓
  Below-the-fold images are lazy loaded Speed

  116 of 134 images use loading="lazy".
• ✓
  10 or fewer third-party script domains Speed

  0 third-party domains load scripts.
• ✓
  Mobile viewport configured Mobile
• ✓
  Page language declared Accessibility
• ✓
  Favicon set Brand
• ✓
  Free shipping offer visible on homepage Conversion

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Questions about e.l.f. Cosmetics

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