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 battle for exclusive international beauty launches is intensifying as Nykaa, Tira and more set their eyes on expansion.
As in-person retail continues to recover, store owners and marketers are working hard to press the main advantage analogue shopping has over digital: its appeal to all the senses.
What had once been a nimble, innovative company, Neutrogena became slow-moving and cautious. It retreated precisely when rivals went all in – and missed out on a big chunk of the market.
According to an email viewed by The Business of Beauty, the company will be on hiatus while it establishes a sustainable path to return as a new company.