Digiday+ Member Article

Since Tarang Amin joined e.l.f. Beauty four years ago, the cosmetics brand has become one of the most buzzed about in the industry. Selling high-quality products at a very low price point (most items retail for under $6), it’s celebrated for its speedy innovation process — launching more than 95 new products last year. In 2016, Amin helped the company go public to the tune of $141 million.

E.l.f. started as an e-commerce brand. Why build an offline retail presence?
We’ve simply followed our consumer. We appeal to these young, diverse beauty enthusiasts who learn about things online but also like the experience in stores and the convenience that they can provide. Having our own stores is the best way to bring the entire brand proposition to life.

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