Sales: $282 million
Key personnel: Tarang Amin, chairman and chief executive officer; Mandy Fields, senior vice president, chief financial officer; Kory Marchisotto, chief marketing officer; Richard F. Baruch Jr., senior vice president and chief commercial officer; Josh Franks, senior vice president, operations; Scott Milsten, senior vice president, general counsel, corporate secretary and chief people officer; Robin Shandler, vice president, innovation; Fanny Xu, vice president, general manager, China operations
Major products: Poreless Putty Primer, Bite Sized Eye Shadows, Jelly Pop Dew Primer, Jet Set Hydration Skin Care, Flawless Finish Foundation, 16HR Camo Concealer, Lip Lacquer
New products: e.l.f. Cosmetics x Jkissa collection, e.l.f. Full Spectrum CBD CBD Collection
Happy Hydration Cream, Primer-Infused Blush, Luminous Putty Primer, Putty Eye Primer, Jelly Pop Watermelon Cleanser, Jelly Pop Water Gel Moisturizer, Glitter Eyeshadows
Comments: e.l.f. Beauty reported favorable results for the 12 months ended March 31, 2020. Sales rose in all four quarters, culminating in a 16% increase in the fourth quarter versus prior year. The company’s gross margin rose 300-basis points, too.
Citing Nielsen, Tarang Amin, e.l.f. Beauty’s chairman and CEO, said that of the top five color cosmetics brands in the US, e.l.f. Cosmetics grew the most market share in fiscal 2020 with 4.8% of the market, up 50 basis points.
“Given our results and execution of our five strategic imperatives, we believe we are well positioned relative to the category to navigate the challenges posed by COVID-19,” he added. “Our mission to make the best of beauty accessible to every eye, lip and face is more important than ever. While the current environment is challenging, we believe our talented team, digital strength and core value proposition will enable us to continue to gain market share.”
Net sales increased 6%, primarily driven by increased productivity across retail and e-commerce channels, partially offset by the closing of all 22 e.l.f. retail stores in February 2019.
More recently, the company reported a significant decline in retail sales due to the COVID-19 pandemic. It anticipates its sales results to be negatively impacted until consumers return to normal shopping patterns.
Now more than ever, it’s critical for beauty businesses to connect with the consumer via social media, and e.l.f. Cosmetics works hard to meet these needs. The company hosted its fourth annual Beautyscape, a four-day event and competition to win a product collaboration with e.l.f. for 25 micro-influencers. e.l.f. says it hosts Beautyscape every year as a unique experience to nurture the next generation of digital beauty influencers by providing access to industry experts, new product innovations, networking experiences and opportunities to learn valued skills in the space. The winner would walk away with a product collaboration and a $10,000 cash prize. Also influencer-oriented is the Summer 2020 rollout of the e.l.f. Cosmetics x Jkissa cosmetics collection. Building on the success of their 2019 collaboration, animal-lover Jkissa and e.l.f. Cosmetics created a collection that they say celebrates color, positivity and “expressing who you are inwardly and outwardly.” Each piece of the e.l.f. x Jkissa collection is vegan, cruelty-free and affordable.