The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
Created by BoF’s journalists and editors, in conjunction with our wider network of leading fashion creatives, thought-leaders, and innovators, Masterclasses are in-depth webinars with supporting resources, designed to deliver key learning outcomes on critical industry topics.
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With its strategy rooted in customer centrism, faster-than-ever product turnarounds, and an even quicker social media plan, E.l.f. has rapidly risen from disruptor to incumbent in the global beauty industry. Its recent acquisition of skin care brand Naturium pushes E.l.f.’s presence in the category to 18 percent of sales, and it continues to report impressive quarterly sales growth.
“Our approach is to constantly test, learn and try new things,” said Tarang Amin, E.l.f’s chief executive. “It’s not just about the numbers, but about long-term potential.”
On the latest BoF Professional Masterclass, Priya Rao, The Business of Beauty’s Executive Editor, in conversation with E.l.f.’s chief executive Tarang Amin, dive into E.l.f.’s journey and share insights into the skills and strategies required to scale, and maintain, a beauty brand.
Exclusive to BoF Professional members.
E.l.f.’s story is about how an upstart-turned-industry juggernaut brought its growth ambitions to life, with some tough lessons along the way.
The inclusive label had struggled to capitalise on its early success, and recently faced customer complaints about failing to ship orders. New owner MacArthur Beauty is hiring a new team to run the brand and says “no one will be left high and dry,” but founder Sharon Chuter said she intends to challenge the sale.
Join us for a BoF Professional Masterclass that explores the topic in our latest Case Study, “How to Launch and Grow a Hero Product”.
Under eye patches make their case for out of the house attire, and Sofia Richie Grainge plots a beauty line.
A new Re-Nutriv launch from its namesake brand suggests a greater interest in the upper echelons of beauty.