Scott-Vincent Borba gave up his fortune to become a priest (Getty Images | NBC/Today)

Former beauty mogul Scott-Vincent Borba, who was a co-founder of e.l.f Beauty, has said his “soul was in hell” before he gave up his fortune and became a Catholic priest.

The 52-year-old formed budget brand e.l.f – which stands for eyes, lips, face – in 2004 with Joseph Shamah. Borba left the company in 2021, and went on to become ordained as a priest in 2026.

He claims he decided to give up his lavish life while hosting a party at his Hollywood Hills home. Despite a life of luxury, he said he was “so void of love and happiness”. Speaking on Today, Borba says he then felt God calling to him to “help me to be the man you created me to be”.

Borba claims in that moment he felt an “enlightenment” and came to the realisation that “his soul was in hell”, because of the decisions he’d made in his life.

He said: “Even though I thought I was a good person, that wasn’t enough. God showed me his love and mercy is bigger than your past. He can take a broken person and change it.”

Borba, who was briefly linked to actress Demi Moore following her split from Ashton Kutcher, said: “I was vapid. I had a perverse life. I went to LA, I got sucked into the Hollywood lifestyle – it was almost to a point where I was trying to sell my soul, right, for all of the riches of the world, which is not what we’re supposed to be … I was living for myself … I was a poster boy for luxury.”

Despite only recently becoming a priest, Borba claims he felt the calling “ever since I can remember”.

He said: “I asked our Lord to help me be the man that he created me to be. And upon that instance, I had this massive flood of love and mercy that came into my life. It was a very mystical experience.”

Scott-Vincent Borba’s (previous) net worth

Borba’s cosmetics brand, which has previously supported Pride Month, was and is hugely successful, thanks to its budget-friendly prices and wide range of products.

As of 2024, it was reported to be making upwards of $1billion a year in revenue. Last year, it acquired Hailey Bieber’s brand Rhode for $1billion, with plans to expand into Europe.

Scott-Vincent Borba has also published books, launched a water brand and worked with the likes of Mila Kunis, giving her a highly-publicised $7,000 HD Diamond and Ruby facial before the 2011 Golden Globes.

It’s widely reported that Borba’s own net worth was around $3billion. However he reportedly gave it all up to become a priest.

It’s even reported he sold his car, and then gave away what he got from that, too.

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