e.l.f. Beauty, Inc.

e.l.f. Beauty, Inc.

Overview

e.l.f. Beauty is a multibrand beauty company offering inclusive, accessible, clean, vegan and cruelty-free cosmetics and skincare. The company focuses on affordability and accessibility with a mission to make high-quality beauty products available to a broad audience.

Brands

• e.l.f. Cosmetics — flagship brand known for delivering highly rated products at accessible prices (examples: Glow Reviver Lip Oil, Power Grip Primer, SKIN Thirst Burst Drops).
• e.l.f. SKIN — clean, vegan formulas with universal appeal; double-certified cruelty-free (Leaping Bunny and PETA).
• rhode — physician-friendly skincare founded by Hailey Rhode Bieber, formulated for diverse skin types.
• Naturium — science-based, biocompatible formulas at accessible price points; double-certified cruelty-free.
• Well People — clean, plant-powered formulations with a large share of EWG Verified color cosmetics.
• Keys Soulcare was transferred to Alicia Keys in May 2026 and is no longer part of the portfolio.

Product positioning and commitments

• Cruelty-free and vegan products with certifications from Leaping Bunny and PETA.
• Products manufactured in Fair Trade Certified facilities.
• Emphasis on delivering quality comparable to higher-priced prestige brands at accessible price points.

Competitive advantages

• High Performance Team (HPT) culture with strong employee engagement and equity awards for all full-time employees.
• Accessible pricing relative to peers, often offering quality perceived as comparable to prestige brands.
• Community-led product development and a track record of bringing prestige-inspired products to market at value pricing.
• Digital-first marketing engine focused on engaging younger consumers across social platforms.
• Productivity-led, omnichannel distribution approach that emphasizes SKU productivity and strong retailer presence.

Markets, distribution and channels

• Product categories: color cosmetics, skincare, beauty tools and accessories.
• Domestic retail channels: mass, drug, food, dollar and specialty retailers.
• E-commerce: company-owned sites and mobile apps, plus third-party platforms (e.g., Amazon, TikTok Shop).
• International retail presence in the UK, Canada and Germany, with ongoing international expansion.
• Omnichannel strategy with a strong emphasis on digital engagement.

Revenue and channel mix (fiscal year ended March 31, 2026)

• Retailers (national and international): 76% of net sales.
• E-commerce: 24% of net sales.
• United States: 79% of net sales.
• International markets: 21% of net sales.

Customer concentration (fiscal year ended March 31, 2026)

• Target: 18% of net sales.
• Walmart: 13% of net sales.
• Amazon: 11% of net sales.
• Sephora: 10% of net sales.
• Target, Walmart, Amazon, Sephora and a small number of other customers are expected to continue accounting for a large portion of net sales.

Marketing and digital spend

• Marketing and digital expenses were $399.8 million for the fiscal year ended March 31, 2026, representing approximately 24% of net sales.

People and culture

• Employee engagement score: 88%, 18 percentage points above the consumer industry benchmark.
• 93% of employees would recommend e.l.f. as a great place to work.
• All full-time employees receive base pay, bonus eligibility, and an annual equity award in e.l.f. Beauty stock.
• One-team compensation approach aimed at aligning employee interests with long-term stockholder value.

Brand and product highlights

• e.l.f. Cosmetics: known for "holy grail" items offered at prices substantially lower than prestige equivalents.
• e.l.f. SKIN: clean, vegan, double-certified cruelty-free formulas designed for broad appeal.
• rhode: physician-friendly formulations founded by Hailey Rhode Bieber, formulated for diverse skin types.
• Naturium: science-based, biocompatible ingredients delivered at accessible prices.
• Well People: plant-powered formulations with a strong presence of EWG Verified color cosmetics.