Hailey Bieber, AI and fast launches: how e.l.f. Beauty is winning

E.l.f. Beauty's success stems from disrupting norms, shaping culture, and connecting communities. CEO Tarang Amin discusses how the brand balances affordability with quality, exemplified by their $5 concealer comparable to a $32 prestige item, and navigates tariffs by diversifying its supply chain. A key to e.l.f.’s strategy is engaging with Gen Z and millennial customers through platforms like TikTok, demonstrated by their commissioned song and makeup artist challenge, and aligning with values like cruelty-free practices and Fairtrade certification. Amin emphasizes the importance of a diverse team, reflecting the community they serve, and shares leadership lessons from Coach K, focusing on teamwork and communication.