e.l.f. (cosmetics)
Makeup, bath products, skin-care products | |
Revenue | US$295 million (2017)[2][3] |
---|---|
Total equity | US$20 million (2008)[4] |
e.l.f. Beauty, Inc. is an American
According to the company, its products are 100% "
History and operations
e.l.f. (short for EyesLipsFace
On February 3, 2014, TPG Growth bought a majority stake in e.l.f. Cosmetics.[1] Joey Shamah was replaced by Tarang P. Amin, who "has been appointed president, chief executive officer and director of e.l.f. Cosmetics."[1]
In August 2023, it was announced e.l.f. had acquired the West Hollywood-headquartered skin-care brand, Naturium for $355 million.[13][14] The acquisition was final in October 2023.[15]
Products
The company started with only 13 makeup products, but has since developed more than 300 products that include bath products, skin-care products, mineral-based makeup, professional tools, All of their products are vegan.
In 2011, the company carried different product lines, which include e.l.f. Studio, e.l.f. Minerals, and e.l.f. Essentials.[5]
In 2011, e.l.f. Cosmetics had three different lines:
- e.l.f. Studio – makeup line includes professional makeup for professional makeup artistsand consumers.
- e.l.f. Minerals – consists of makeup made out of natural minerals.
- e.l.f. Essentials – includes "every-day" makeup supplies at lower prices, in an effort to be affordable.[17]
As of 2023, the company has only two product designations, e.l.f. Cosmetics and e.l.f. Skin. The latter is a skin-care line similar to the discontinued e.l.f Bath & Body line, with both including
Sales
Retail
e.l.f. Cosmetics is currently available in 18 countries including the
Website
History
In 2004, the company was having only partial success stocking its products in retail stores, including
Features
In June 2007, e.l.f. launched a beauty blog and advice column that touts products (not only e.l.f.) and talks about celebrity sightings. Since then, the length of customer visits to the website has tripled.[6] All product pages on the site host a "chat now" button that lets customers connect directly with one of the company's in-house professional makeup artists. The site hosts a "virtual makeover lab", where customers can digitally test products on models or their own photos.[12] Customers can create a personal profile, publish and comment on blogs, converse with other customers, and access a beauty encyclopedia.[4] They can also create a "beauty profile" and are recommended e.l.f. products according to their skin type, hair and eye colors, and typical beauty regimen.[4][7] Also included is the option to create a wish-list that connects to Facebook,[6][20] or view educational web videos on makeup techniques and styles.[5][18] The website currently includes over 2 million members.[11]
Promotions
In 2007, the company began to invest heavily in email marketing, and its weekly email campaigns are considered by eCommerce-Guide to be the company's strongest promotion.[12] The company offers a near-constant supply of promotions to its customers, largely through its website. Subscribers on the mailing list can earn points or gift certificates for making web referrals that turn into sales transactions.[6][20] Shamah claimed that as of September 2009, more than 500,000 friend referrals had come back to make a purchase.[12]
It also frequently hosts online events, and since 2010 has asked customers of all ages and ethnicities to submit to a casting resource to select a yearly model representative for the brand. Four selected individuals are brought to New York City to receive makeovers from Achelle Dunaway, e.l.f.'s Creative Director and lead makeup artist, as well as participate in a photo shoot. There are various cash prizes for nominees, and the winner is dubbed "face of e.l.f."[10][21]
Media presence
e.l.f. products have been favorably reviewed in dozens of major magazines, including
In April 2023, e.l.f. debuted a digital series, "Vanity Table Talk", which will be released monthly on
In November 2023, e.l.f created the Roblox experience "e.l.f UP!", a Roblox
Campaigns
Breast cancer funds
During October 2004, just months after its founding, e.l.f. donated 20% of the proceeds from its 'Shimmering Facial Whip' to Win Against Breast Cancer's research and facilities. It also provided "Color Therapy Care Packages" to
PETA
The brand only uses products that are
2011 Japan earthquake and tsunami
e.l.f. Cosmetics announced the "Mi & You Can Make a Difference" campaign days after the 2011 Tōhoku earthquake and tsunami disaster, which helped fund relief efforts. The program donated 5% of all online purchases to the Red Cross for Japan's crisis recovery initiative.[24]
References
- ^ a b c Brookman, Faye (6 February 2014). "Tarang Amin Named CEO of E.l.f. Cosmetics". WWD. Retrieved 6 February 2014.
- ^ a b c d e f g h "A pretty face that won't cost an arm and a leg". CNN. January 9, 2006. Archived from the original on October 6, 2012. Retrieved 2011-03-09.
- ^ a b c d e Pennington, April Y. (January 2005). "Bucking convention: challenging the industry standard of costly cosmetics, E.L.F. says, "the buck stops here."". Entrepreneur. Retrieved 2011-03-09.
- ^ a b c d e f g h i "ELF: Cosmetics? Covered". Retail Merchandiser. July 31, 2008. Retrieved 2011-03-09.
- ^ a b c d e f g h i "e.l.f. Cosmetics Announces Investment from TSG Consumer Partners". e.l.f. Cosmetics. January 7, 2011. Retrieved 2011-03-09.
- ^ Information Week. Retrieved 2011-03-09.
- ^ PETA. October 2010. Retrieved 2011-03-09.
- ^ a b c d e f g Athavaley, Anjali (February 3, 2011). "It's Just Lip Gloss, Mom". The Wall Street Journal. Retrieved 2011-03-09.
- ^ a b "Non-Cruelty Statement". e.l.f. Cosmetics. Archived from the original on 2010-12-30. Retrieved 2011-03-09.
- ^ a b c d "e.l.f. cosmetics Hits 2-Million!". e.l.f. Cosmetics. June 4, 2010. Retrieved 2011-03-09.
- ^ a b c "Oprah's Favorite Eyeshadow Palette Back In Stock At e.l.f. cosmetics!". e.l.f. Cosmetics. January 18, 2011. Retrieved 2011-03-09.
- ^ a b c d e f Beal, Vangie (September 23, 2009). "eBiz Profile: E.L.F. (Eyes, Lips, Face) Cosmetics". eCommerce-Guide.com. Retrieved 2011-03-09.
- ^ Sandler, Emma (2023-08-29). "E.l.f Beauty acquires Naturium for $355 million, signaling industry appetite for M&A". Glossy. Retrieved 2023-08-29.
- ^ Manso, James (2023-08-29). "E.l.f. Beauty Bulks Up Skin Care With $355 Million Deal to Buy Naturium". WWD. Retrieved 2023-08-30.
- ^ "E.l.f. Beauty Raises Outlook After Sales Surged 76 Percent Last Quarter". The Business of Fashion. 2023-11-01. Retrieved 2023-12-08.
- ^ a b Danziger, Pamela N. (August 30, 2023). "Color Cosmetics Powerhouse E.l.f. Beauty Acquires Naturium, Broadening Reach Into Skincare". Forbes. Retrieved December 20, 2023.
- ^ "Makeup Line Overviews". e.l.f. Cosmetics. Retrieved 2011-03-10.
- ^ a b c Palmquist, Susan. "The Budget Smart Girl's Guide to Make Up". The Dollar Stretcher. Retrieved 2011-03-09.
- ^ "The Buzz: Glamour". e.l.f. Cosmetics. Archived from the original on 2011-07-10. Retrieved 2011-03-10.
- ^ a b c Clancy, Heather (August 2008). "Know How to Hold 'Em". Entrepreneur. Retrieved 2011-03-09.
- ^ Doyle, Erin (February 13, 2011). "e.l.f Cosmetics Announces "Beauty At All Ages 2011"". e.l.f. Cosmetic. Archived from the original on July 14, 2011. Retrieved 2011-03-09.
- ^ "E.l.f. cosmetics launches "Vanity Table Talk" digital series". Drug Store News. 27 April 2023. Retrieved 2023-10-09.
- PETA. September 14, 2007. Retrieved 2011-03-09.
- ^ "e.l.f. Cosmetics Announces "Mi & You Can Make a Difference" Relief Program to Aid Japanese Earthquake Victims". The San Francisco Chronicle. March 30, 2011. Retrieved 2011-06-15.
External links
- Official website
- Business data for e.l.f. Beauty, Inc.:
- Entrepreneur - E.L.F. challenging industry standard of costly cosmetics (January 2005)
- CNN - A pretty face That Won't Cost an Arm or Leg (January 2006)
- Retail Merchandiser - E.L.F. Cosmetics? Covered (July 2008)
- PETA - Bargain Beauty Essentials Full of Cheap Thrills (October 2010)
- The Wall Street Journal - It's Just Lip Gloss, Mom (February 2011)