Everyone. On Purpose: How e.l.f. Is Rewriting the Rules of Consumer Closeness

from Brandistry Buzz · host Nate Challen

Every CMO Kory Marchisotto consulted gave her the same advice: build a persona. Name it. Decide what handbag it carries.She read every customer letter in the company's files instead.What she found wasn't a persona. It was everyone. So she leaned into that reality — and ignored the advice.The results speak for themselves. $1.64B business growing at 28% per year. 26 consecutive quarters of growth.e.l.f. is doing something genuinely different and every marketer should be paying attention.Listen to Part 1 of my two-part series on e.l.f. in this week's Brandistry Buzz.

Episode metadata supplied by the publisher feed · Published May 31, 2026

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Everyone. On Purpose: How e.l.f. Is Rewriting the Rules of Consumer Closeness

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