How e.l.f. Beauty Uses Pricing And Technology To Stand Out In The Noisy Cosmetics Industry

Beauty is a crowded space with tons of entrenched players. But stiff competition hasn’t slowed the growth for e.l.f., the popular drugstore beauty brand founded in 2004. Tarang Amin is e.l.f’s CEO and this week’s guest on Leadership Next. The company and its popular products, including its flagship Halo Glow Liquid Filler, are lower-cost than industry competitors, says Amin. That value proposition, savvy social media marketing partnerships with celebrities like Jennifer Coolidge and Judge Judy, and early moves onto popular tech platforms like TikTok, Twitch, and Roblox, have made the company a Gen Z darling. Amin speaks to hosts Diane Brady and Kristin Stoller about the importance of DEI in beauty, the brand’s focus on sustainability, and its strategy for dealing with the current U.S. political environment. Leadership Next is powered by Deloitte.

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This episode was published on February 11, 2025.

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