How E.l.f. Cosmetics Saw Attention and Growth During the Pandemic – WWD

It’s protected to say, E.l.f. Cosmetics broke the web final March when the model unveiled its sudden collaboration with Chipotle, the fast-casual Mexican restaurant chain.

Disrupting {industry} norms is within the model DNA, mentioned Tarang P. Amin, chief government officer at E.l.f. Beauty — with a portfolio comprising of E.l.f. Cosmetics, “clear” model W3ll Individuals and Alicia Key’s Keys Soulcare.

“The very founding of E.l.f., of promoting cosmetics over the web when individuals didn’t suppose you could possibly promote cosmetics over the web, and positively not for $1, was inherently a disruptive concept,” he went on. “I feel the place the DNA has advanced is discovering completely different dimensions of what that disruption appears to be like like.”

E.l.f. Cosmetics — which stands for eye, lip and face — was based by father-son entrepreneurs Alan and Joseph Shamah (with assist from Scott Vincent Borba) in California in 2004, earlier than being acquired by personal fairness agency TPG in 2014 and bringing on Amin, a co-investor, as CEO.

From inception, the creators stuffed the hole they noticed out there: promoting high quality beauty product that buyers would afford. “That they had simply crossed $100 million in gross sales,” defined Amin. “That they had been round for nearly 10 years. We knew there was one thing actual right here.”

Already set with a web-based presence and neighborhood of magnificence fanatics (who may depend on the merchandise, but not break the financial institution), the corporate was prepared for the following stage of development on the time, Amin continued, and went public in 2016.

“That approach we’d have a long-term platform and attempt to actually change the face of magnificence,” Amin mentioned of the transfer.

The model, which is vegan and cruelty free, expanded — into extra classes, on-line and new retailers — rising its group within the course of. Then the coronavirus pandemic hit, and whereas it was a notably difficult 12 months for cosmetics as client purchasing habits shifted, remarkably, E.l.f. Cosmetics noticed an uptick in gross sales.

In truth, the mass-market model has had 10 consecutive quarters of internet gross sales development, with a 50 % improve to $97 million, pushed by e-commerce and each home and worldwide retail companions (together with Walmart, Goal and Ulta Magnificence), based on E.l.f. Cosmetics. The corporate additionally introduced that it’s the one U.S.-based high 5 coloration beauty model to submit development within the quarter and acquire share, per Nielsen Holdings.

The expansion is the rationale E.l.f. is that this 12 months’s recipient of the WWD Honor for Greatest-Performing Magnificence Model, Massive Cap.

Amin attributes the expansion to the model’s preliminary mission (“accessible magnificence positively resonated”) and to “listening to the neighborhood.”

“None of us knew what was going to occur or the place we had been going,” he mentioned of the impression of COVID-19. “However we went to our neighborhood, and we requested them, ‘What would you like us to do?’ For instance, a variety of individuals pulled again their new product launches. With our neighborhood, it was a convincing no. ‘Please, we get pleasure out of seeing new merchandise from E.l.f. and what you’re in a position to do.’ We accelerated our efforts.”

Partaking with customers, the model regarded to concentrate on the “enjoyable” aspect of make-up (even coming into into the Crypto world with the launch of Ne.l.f.Ts).

“Greater than ever, customers wanted to be reminded of why they love this class,” the chief mentioned. “Even at occasions while you couldn’t use self-expression as a lot as you need it, I feel the enjoyment that comes from having enjoyable with make-up, from interacting with others locally and actually embracing that, are among the elements that basically led to us proceed to have the ability to develop, even in a troublesome surroundings.”

The group examined the place their shopper was spending essentially the most important time on-line, which turned out to be TikTok (predominantly reaching Gen Z) and Twitch — the stay video streaming service and hub for gaming that largely attracts 16- to 34-year-olds.

“Round 66 % of our customers actively play video video games,” Amin mentioned. “And I feel over 60 % of individuals watch individuals play video video games.”

Whereas embracing the favored platforms, the collaboration with Chipotle got here from seeing the corporate’s recognition on TikTok, its enchantment to Gen Z and shared values with E.l.f. Cosmetics.

“The largest evolution of our DNA is branching even past magnificence,” Amin added.

For that, experimentation is vital, he mentioned, to “check and be taught and check out new issues.” There’s a “disruptive spirit” throughout the firm, and it’s been essential to “give individuals the liberty to suppose outdoors the field and to truly rejoice that. Not the whole lot we do works, and that’s OK. However I feel it permits us to not overanalyze or overthink issues. If it serves our customers, let’s lean in and do it….And it finally ends up creating this virtuous circle, since you get success in a number of issues that makes you much more emboldened to strive others. It attracts different companions to you, different those who need to collaborate and work with you. It’s an unimaginable, enjoyable place to be and assist nurture that tradition.”

Amin made word of the variety of the group, which he additionally attributes to the model’s success.

“Even in 2014, our imaginative and prescient was constructing a world class group that really mirrored the customers we serve,” he mentioned. “So, I’m pleased with the truth that we now have over 75 % girls, over 45 % various (as outlined as those that determine as non-white or two or extra races), over 60 % Gen Z and Millennial. And that goes all the way in which to, in lots of respects, our board. We’re certainly one of solely 5 public corporations which have 55 % girls, over 20 % Black illustration on our board of administrators — and that’s out of virtually 5,000 public corporations within the U.S. And we try this not simply to speak concerning the range however as a result of we essentially consider that the standard of that group provides us the power to proceed to scale our companies.”

Transferring ahead, E.l.f. Magnificence is concentrated on persevering with to construct its core three manufacturers — pushing advertising and marketing boundaries and increasing what it means to be inexpensive with E.l.f. Cosmetics, “clear” with W3ll Individuals (which was acquired) and offering wellness with Keys Soulcare (co-created from the bottom up) — whereas wanting so as to add to the portfolio.

The purpose is to “check out different core manufacturers which can be both in adjoining classes or have adjoining capabilities…and that may leverage the chassis that we’ve constructed, this core chassis of digital engagement, that sturdy innovation engine we now have, our skill — each digitally and with key retailers — to drive even higher engagement, site visitors and productiveness,” Amin mentioned. “Actually, sturdy development and powerful cultural match are paramount.”