E.L.F. BEAUTY

We are incredibly proud to be vegan and cruelty free, and we consider those to be among our superpowers that we use to drive positive impacts on this world. Thank you to Forbes and HundredX, a consumer insights company, for bringing these commitments to the forefront in the new Forbes’ Best Brands for Social Impact list. Ranking #40 and sitting among so many brands that we admire for their passion to make the world a better place is a honor that we’re grateful for.  e.l.f. has grown exponentially over the past five years as a business and that grows our ability to highlight what our community cares about – and do something about it. We donate at least 2% of our annual profits each year to nonprofit organizations with likeminded interests. We will keep doing the work to uphold our brand values, take social stances, continue our sustainability journey and lead – always – with community support. View the whole list here: https://lnkd.in/ebSAtkkQ

Let’s talk CPG for a minute. Beauty, of course, falls into the category of consumer packaged goods. So does food and beverage, vitamins and supplements, personal care and more.    That’s what makes e.l.f.’s ranking this year in Circana’s CPG Growth Leaders report even more incredible to us: We are in the company of so many categories and still rank as the #2 fastest growing CPG manufacturer within the $1-$2.5 billion revenue class! And we truly believe we’re just getting started.    Circana does its due diligence, measuring the omnichannel performance of more than 600 CPG companies with sales greater than $100 million. The report calls out that many of the successful growth brands had what consumers were looking for value, providing a high-quality, premium-product alternative at an accessible price. That’s what we do all day every day.

Our Vice President of People Development, Kerry Preston, is a rock star in coaching excellence at e.l.f. Kerry helps our e.l.f.z unlock talent, refine skills and confront challenges head-on in each step of their journey. Today, the roles were reversed as we got to champion Kerry’s journey as she conquered her 15th marathon today in Boston. ✨   A marathon, like any long-term growth opportunity, requires: a leadership development mindset to try to tackle obstacles from new angles; a strong set of values that will help you remain committed to the hard work that goes into preparation; and, most importantly, a lot of heart. Heart is what connects the body and the soul.    Her best advice? Preparedness. To hear those words from Kerry as she was headed to line up is no surprise to any of our e.l.f.z who learn from and are inspired by this woman every day.    Kerry’s parting emoji before she crossed the starting line: 🔥   Congratulations, Kerry! You gave a new definition to e.l.f. speed today.  🏃♀️

e.l.f. ❤️ Teens! Piper Sandler released its 47th Semi-Annual Taking Stock with Teens Survey, and there is a lot for us to e.l.f.ing celebrate.  🥳 At the top of the list is our community because it’s your support that makes it all possible. ✨HIGHLIGHTS✨: TEENS STILL LOVE BEAUTY ❤️ Beauty spend reached the highest level since 2018 at $339 (+8% year-over-year). Cosmetics still holds the highest share of total beauty spend. IN-STORE SHOPPING HOLDS STRONG 🛍️ Beauty consumers still prefer to shop in-store vs. online at 85% preference for in-store. E.L.F. STANDS OUT💄 ✨WE ARE✨: #1 IN COSMETICS FOR 5 CONSECUTIVE SURVEYS e.l.f. Cosmetics is the #1 preferred cosmetics brand among teens, gaining 16 points of mindshare year-over-year to 38% for favorite cosmetics brands among all incomes. GROWING & GAINING e.l.f. Cosmetics has gained 25 points of share since our first ranking as #1 in 2022. TOP 10 IN SKINCARE & CLIMBING e.l.f. SKIN has jumped from #10 to #8 since the last survey. TOP 10 SHOPPING DESTINATION & INCREASING elfcosmetics.com has increased to #7 of favorite teen beauty shopping destinations, joining the nation's top retailers like SEPHORA, Ulta Beauty, Target, Amazon, Walmart and CVS Health. We share this news with such gratitude to every exceptional e.l.f. and exceptional e.l.f. partner who continue to make anything e.l.f.ing possible 🚀✨

We are expanding our partnership with professional race car driver Katherine Legge, and e.l.f. is proudly becoming the first-ever beauty brand to serve as a primary sponsor of a driver in the Indianapolis 500, the largest single-day sporting event in the world. Last year, we partnered with Katherine when she set the fastest one-lap (231.627 mph) and four-lap (231.070 mph) qualification speeds for a woman in the history of the Indy 500. It was e.l.f.ing amazing! 🏎️🏎️🏎️   As we disrupt norms, shape culture and connect communities together, we are proud to shine a spotlight (or headlight) on Katherine who is only the ninth woman to qualify and the only female driver entered in this year’s race.    “I’m honored to be back at the 500 to represent such a groundbreaking and historic effort put forward by e.l.f.,” Katherine says. “e.l.f. is truly changing the face of motorsports by lifting women up and challenging norms. … When I was nine years old, I decided I wanted to be a race car driver, and I never would have dreamed a beauty brand would one day be my primary sponsor in the Indy 500. Together with Dale Coyne Racing, Honda and e.l.f., we will truly empower women who are breaking barriers, pushing boundaries, and testing the limits by giving them the confidence and a path towards realizing their dreams, whatever they may be!”   Read more about our race to Indy here: https://lnkd.in/ejvRpxey

We are honored to share that e.l.f. Cosmetics has received our FIRST-EVER award from The Clio Awards! 🏆✨   Our true crime parody documentary "Cosmetic Criminals" was awarded bronze in the Film Craft Copywriting category.    Cosmetic Criminals was inspired by social insights from our community. We learned intergenerational cosmetic larceny, aka "e.l.f.-pinching," was an epidemic families faced nationwide. Directed by Oscar and Emmy award-nominee Alex Buono and starring Emmy award-winning producer and four time-nominated actress Niecy Nash-Betts, our film was screened in theaters ahead of Mean Girls across the country and was streamed on Amazon Freevee.   We appreciate this recognition from the Clio Awards. It propels our commitment to surprise and delight our community. The Clio Awards celebrate the power of creativity and the individuals and companies who push boundaries and redefine excellence in advertising, design, and communications. Since its inception in 1959, the Clio Awards have become one of the most respected awards programs in the industry, recognizing outstanding work across various categories including beauty, fashion, entertainment, and more.   Thank you to the Clio Awards for this incredible honor and thank you to everyone who has supported e.l.f. Cosmetics on our journey. Major gratitude to Movers+Shakers and PRETTYBIRD who helped us tell this story in true e.l.f. fashion.    Check out the winning submission here: https://lnkd.in/eRU5geTH

We have Nederland-ed at Etos!   We have now expanded in the Dutch market to Etos, bringing our lineup of holy grail essentials with us. We're thrilled to extend our reach and continue our mission to make the best of beauty accessible to every eye, lip and face.     International growth is a key focus area for us and a whitespace for our business. We've fostered a dedicated community eagerly requesting broader distribution, and we look forward to connecting with the newest addition to our community, the Netherlands!

e.l.f. Cosmetics has been nominated for not one, not two, but THREE of The Webby Awards! 🎉✨ It's an incredible honor to be recognized for excellence on the internet by the International Academy of Digital Arts and Sciences and sit with with truly esteemed company. We are grateful to our partners who helped us shape creative and innovative content – and of course we are thrilled that we were able surprise and delight our community. Your support means the world to us. Each Webby category declares both a winner from the IADAS and a People’s Choice Award. 🏆 Cast your vote for the e.l.f. Cosmetics projects through April 18th in the following categories: ⭐ Video Branded Entertainment, Long Form: Cosmetic Criminals - https://lnkd.in/dQRNJpzV ⭐ Social Campaign, Fashion Beauty & Retails: Make Up Over Makeup - https://lnkd.in/dvM6sktU ⭐ Advertising, Media & PR, Best Influencer Endorsements: eyes.lips.face.sticky - https://lnkd.in/eqSbR2sk Huge congratulations to the teams behind these projects including our partners, Movers+Shakers, Madwell, and SHADOW! These nominations are a testament to your hard work, dedication and collaboration. We couldn't do this without our amazing community. Thank you for your continuous support and love. Let's show the world the power of e.l.f.! 💄💫

Rise and shine this Sunday morning for an eyes.lips.first: e.l.f. Cosmetics is the first brand featured in a TikTok Shop Super Brand Day. 🎉🛍️ Running from March 31-April 3, the campaign will spotlight e.l.f.’s TikTok Shop and kick off the launch of the newest holy grail: Power Grip Dewy Setting Spray. This continues our ongoing partnership between e.l.f. and TikTok that began back in 2019 when we were one of the first brands to take the platform by storm with a viral campaign that became a global case study. As an ode to e.l.f.’s original TikTok song and to celebrate Super Brand Day, we’ve developed another original song, “Shake > Spray > Stay." It’s our thank you gift for the community who engages with e.l.f. with such enthusiasm and passion. 🎶

We are on an e.l.f.ing roll with Roblox! In the last few days, we have rocketed past new milestones. First, e.l.f. Cosmetics X Liquid Death UGC can broke e.l.f. records as one of the fastest redeemed items in game. Then, we SURPASSED 8 MILLION PLAYS. Now, we are so excited to announce we have partnered with Hello Sunshine and Reese’s Book Club to be their exclusive virtual home in e.l.f. UP! Reese’s Book Club shares a common ethos with e.l.f.: a love for connecting communities and doing the right thing. Reese’s Book Club was the perfect addition to our growing world on Roblox. As we continue to be the #1 brand experience on the platform, implementing purpose-driven moments in our game that surprise and delight is our priority. Inspired by our best-selling Stay All Night products and our community’s passion for reading, the Stay All Night RBC Bookshop has officially launched in game. Players can create their very own book shop, fill it with the books they love and build their entrepreneurial skills and fuel their love for reading. Reese’s nieces, Abby James and Draper, have also created their very own avatars to host our book shop!