Scott-Vincent Borba is not your typical beauty industry success story. At a time when founders of global brands often double down on wealth, fame, and expansion, he has done the opposite. He stepped away from a lucrative cosmetics empire to pursue a completely different calling: the Catholic priesthood.
Best known as the co-founder of e.l.f. Cosmetics, Borba helped build one of the most recognisable affordable beauty brands in the world. But in a move that has surprised both the fashion and business communities, he has since chosen a life centred on faith, simplicity, and religious service.
His journey has been widely reported as he prepares for ordination in California after years of spiritual reflection and withdrawal from corporate life.
How Borba Helped Build the Label
Borba's early career was firmly rooted in the beauty world. Alongside co-founder Joseph Shamah, he launched e.l.f. Cosmetics in 2004 — a brand that completely reshaped the affordable beauty space.
The brand, short for 'Eyes Lips Face,' was built on a simple idea. They wanted to make trend-led makeup accessible without luxury price tags. Instead of positioning itself as exclusive or high-end, the brand leaned into affordability and mass appeal.
That strategy worked. The label quickly expanded into major retail chains in the US and later grew internationally, becoming one of the most recognisable budget beauty brands in the world. It also became known for its strong digital marketing presence and ability to tap into younger consumers long before many legacy beauty houses adapted.
Borba's role in the early years helped shape the brand's identity during its rapid rise from startup to mainstream cosmetics player.
The Journey Towards Priesthood
At the height of his success, Borba's life looked like the definition of entrepreneurial achievement. Think global brand recognition, industry influence, and access to elite social and business circles. But over time, his priorities began to change.
Reports suggest that he experienced a deep personal and spiritual shift that led him to re-evaluate not just his career, but his entire sense of purpose. That reflection ultimately brought him back to Catholicism and a more structured religious life.
From there, his path became more defined. He gradually stepped away from business responsibilities, entered religious formation, and began training for the priesthood at St Patrick's Seminary in California in 2021, according to Women's Wear Daily.
His daily life now revolves around study, prayer, and community living, which is a stark contrast to the fast-paced world of beauty entrepreneurship.
Borba is expected to be ordained this May in his hometown of Visalia, California, marking the culmination of several years of preparation within the Catholic Church.
Scott-Vincent Borba, the co-founder of the multi-billion dollar cosmetics brand e.l.f., will be ordained a Catholic priest on May 23, 2026, in the Diocese of Fresno, California.
— That Trad Gal (@thattradgal) May 8, 2026
At age 40, Borba walked away from his multimillion-dollar career. He donated his entire fortune to… pic.twitter.com/8fAra6cLiu
The Fortune He Left Behind
While exact personal financial figures for Borba are not publicly confirmed in detail, his wealth is tied to his early role in building e.l.f. Cosmetics into one of the most successful mass-market beauty brands.
The company has grown into a major global beauty business, with strong retail performance and a large international customer base. Over the years, the company has reached multi-billion-dollar valuations in the public market, reflecting its sustained growth and popularity in the mass cosmetics sector.
By 2014, the brand had already generated $100 million (£75 million) in sales, according to Forbes. This was after rising to prominence throughout the 2010s.
By 2017, Borba had begun donating more of his wealth to charity. In the same fiscal year, e.l.f. reported net sales of $269.9 million (£202 million), marking an 18% increase from 2016.
However, what has drawn attention is not just the scale of the company's success, but Borba's decision to step away from that wealth. Reports indicate he donated a significant portion of his fortune and distanced himself from the luxury lifestyle typically associated with founders of high-growth consumer brands.
Instead of continuing to build personal wealth through investments or brand expansion, he chose a path focused on religious life and charitable direction.
Borba's Lasting Beauty Industry Impact
Even though Borba has moved away from the beauty industry, his influence remains embedded in the DNA of e.l.f. Cosmetics.
The brand continues to be one of the strongest examples of democratised beauty—bringing affordable, trend-driven products to a global audience without relying on traditional luxury positioning. Its growth helped reshape expectations in the cosmetics industry, where accessibility and digital-first marketing are now standard.
Borba's legacy, however, now carries a dual narrative.
On one side, he is part of a business success story that helped redefine modern beauty retail. On the other, he is an example of someone who chose to leave that success behind entirely in pursuit of a different kind of fulfilment.
That contrast is what keeps his story in the spotlight. It's not just about building a brand. It's about walking away from one at its peak.
