07.01.22
Oakland, CA
www.elfbeauty.com
Sales: $392 million
Key Personnel: Tarang Amin, chairman and CEO; Mandy Fields, SVP and CFO; Kory Marchisotto, SVP and CMO, ELF Beauty and president, Keys Soulcare; Jennie Laar, SVP and chief commercial officer; Josh Franks, SVP-operations; Robin Shandler, VP-innovation
Major Products: Cosmetics and skin care. Brands include ELF, W3ll People, Keys Soulcare
New Products: Limited edition launches for Dunkin’ Donuts x ELF collection, Chipotle x ELF collection, Cookies & Dreams collection; ELF Big Mood Pride Mascara, ELF Power Grip Primer; Keys Soulcare Make You collection of Comforting Tinted Lip Balms, Sheer Flush Cheek Tint & Soft Stay Brow Gel; W311 Plant Power Mini Starter Skincare Set, Lip Nurture Hydrating Balm, Superpowder Brightening Powder (shade extensions).
Comments: Fueled by national and international retailers alongside a strong presence on social media, ELF beauty’s net sales increased 23% to more than $392 million for the fiscal year ended March 31, 2022. The company builds brands designed to disrupt industry norms, shape culture and connect communities through positivity, inclusivity and accessibility, it contends. Products are available online and across leading beauty, mass market and clean beauty specialty retailers.
Trending on social media, ELF Cosmetics recently revealed the official makeup artists and skin care expert signed on to work with The Future X, a first-of-its-kind pop group scouted on TikTok by internationally renowned producer Simon Fuller.
Reaching more than 12 billion views, ELF Cosmetics’ #elfitup hashtag challenge on TikTok had consumers eager to learn who was selected for the role. CUTAlso noteworthy for the beauty company this year is the expansion of Keys Soulcare into “color-skincare” hybrids with the new the Make You collection. Created by singer, artist, entrepreneur and New York Times best-selling author Alicia Keys and board-certified dermatologist Dr. Renée Snyder, the new Keys Soulcare offerings include Comforting Tinted Lip Balms, Sheer Flush Cheek Tint, Soft Stay Brow Gel and a Natural Flush Complexion Brush. Each product nourishes the skin with light washes of buildable color, dermatologist-developed, clean and cruelty-free, said the company.
www.elfbeauty.com
Sales: $392 million
Key Personnel: Tarang Amin, chairman and CEO; Mandy Fields, SVP and CFO; Kory Marchisotto, SVP and CMO, ELF Beauty and president, Keys Soulcare; Jennie Laar, SVP and chief commercial officer; Josh Franks, SVP-operations; Robin Shandler, VP-innovation
Major Products: Cosmetics and skin care. Brands include ELF, W3ll People, Keys Soulcare
New Products: Limited edition launches for Dunkin’ Donuts x ELF collection, Chipotle x ELF collection, Cookies & Dreams collection; ELF Big Mood Pride Mascara, ELF Power Grip Primer; Keys Soulcare Make You collection of Comforting Tinted Lip Balms, Sheer Flush Cheek Tint & Soft Stay Brow Gel; W311 Plant Power Mini Starter Skincare Set, Lip Nurture Hydrating Balm, Superpowder Brightening Powder (shade extensions).
Comments: Fueled by national and international retailers alongside a strong presence on social media, ELF beauty’s net sales increased 23% to more than $392 million for the fiscal year ended March 31, 2022. The company builds brands designed to disrupt industry norms, shape culture and connect communities through positivity, inclusivity and accessibility, it contends. Products are available online and across leading beauty, mass market and clean beauty specialty retailers.
Trending on social media, ELF Cosmetics recently revealed the official makeup artists and skin care expert signed on to work with The Future X, a first-of-its-kind pop group scouted on TikTok by internationally renowned producer Simon Fuller.
Reaching more than 12 billion views, ELF Cosmetics’ #elfitup hashtag challenge on TikTok had consumers eager to learn who was selected for the role. CUTAlso noteworthy for the beauty company this year is the expansion of Keys Soulcare into “color-skincare” hybrids with the new the Make You collection. Created by singer, artist, entrepreneur and New York Times best-selling author Alicia Keys and board-certified dermatologist Dr. Renée Snyder, the new Keys Soulcare offerings include Comforting Tinted Lip Balms, Sheer Flush Cheek Tint, Soft Stay Brow Gel and a Natural Flush Complexion Brush. Each product nourishes the skin with light washes of buildable color, dermatologist-developed, clean and cruelty-free, said the company.