The thing with the beauty industry is that being a part of it is both exciting and frustrating. Exciting because of the numerous trends you can hitchhike on, yet equally frustrating due to rivals left and right.
But this conflict is what inspired e.l.f. Cosmetics to shine through.
How did they do it? Well, you know the drill. 👇
- Digital beauty space pioneer-turned-beauty leader 🪞
- Build up your digital commerce success 🪜
- Bold but foolproof business moves 💯
- Targeting Gen Z shoppers 🎯
SCRATCHING THE SURFACE
How pioneering the digital beauty space paved the way for e.l.f. Cosmetics’ huge success
e.l.f. Cosmetics,—short for eyes, lips, and face—entered the beauty industry with a clear vision: to make high-quality cosmetics accessible to everyone. While most brands kept prices high, e.l.f. took a bold stance, launching 13 essential products priced at just $1 each.
More than a product line, it’s a movement that challenged the notion that quality had to come with a premium price tag. This fresh approach quickly captured people’s attention, making e.l.f. a disruptor in beauty from day one.
📱 The digital-first approach
Here’s where it gets interesting: e.l.f. didn’t start out in stores or even on the shelves of major retailers. It was a digitally native brand from the beginning, selling exclusively online, which was a groundbreaking move in 2004.
- This digital-first positioning arose out of necessity when Glamour magazine expressed interest in featuring one of e.l.f.'s products.
- However, they couldn’t proceed unless the item was available for national purchase. So, founder Joey Shamah and his team swiftly launched the brand’s website.
Two decades later, e.l.f. is still showing everyone how it’s done, especially on social media.
- In 2019, e.l.f. became a TikTok sensation with the #EyesLipsFace challenge. This campaign invited users to create fun, creative videos of the original Eyes, Lips, Face song—and it exploded! 💥
- Over 3 million user-generated videos were created.
- Videos with the #eyeslipsface hashtags were viewed more than 4 billion times, and the hashtag is currently at 9.4+ billion views.
- In 2024, e.l.f. Cosmetics became the first brand in the ELF Beauty portfolio to be featured on TikTok Shop’s Super Brand Day. This partnership with TikTok complemented the brand’s 20th year in business.
FYI, their TikTok success story is now considered one of the best examples of how brands can harness social media to drive awareness and engage younger audiences.
💭 Keeping up with the future
e.l.f. Cosmetics’ journey shows that success hinges on knowing your audience and meeting them where they are. The brand saw the need for affordable beauty products, leaned into ecommerce when few others did, and embraced platforms like TikTok to keep their brand fresh, fun, and relatable.
Today, e.l.f. Cosmetics is recognized not just for affordability but for becoming a brand that evolves with the times. Their commitment to pushing boundaries highlights how innovation can be the difference between blending in and standing out.
The takeaway? Being online-only from day one was a big, bold move—but it could pay off. ✨
TOGETHER WITH WALMART MARKETPLACE
Ready to kickstart your digital commerce success?
When your business is backed by one of the most trusted names in retail, great things can happen.
The woman-founded party supply company found grand success on Walmart.com. According to Jill Schultz, Dir. Merchandising and Inventory, “Walmart has connected us with millions of customers that we would not have been able to reach otherwise.” and bringing joy
to millions of customers during their times of celebration. 
Are you our next seller success story?
Join today and tap into:
- a network of millions of customers
- powerful, easy-to-use solutions designed for growth
- Walmart’s omnichannel advantage
DIVING DEEPER
5 bold moves that made e.l.f. Cosmetics a beauty leader (and how to use them in your business)
e.l.f Cosmetics’ rise in the beauty industry is a masterclass in connecting with consumers on a personal level while staying true to their mission. So, Storyclash took a look at the strategies that made e.l.f Cosmetics stand out:
- Commit to core values. e.l.f.Cosmetics' commitment to cruelty-free, vegan products is the very essence of who they are. Every product reflects a promise—no compromise on ethics, no cutting corners.
- By staying true to their values, e.l.f. cultivated a community bound by trust and shared beliefs.
- Embrace diversity in creator partnerships. e.l.f. Cosmetics boldly claims to be a brand that celebrates all kinds of beauty. And their partnerships, ranging from everyday creators to Paralympic swimmer Anastasia Pagoni, truly reflect this commitment to inclusivity. 🤝
- Choose authenticity over follower count. Instead of chasing after top influencers, e.l.f. Cosmetics partners with micro-influencers who resonate with their audiences on a deeper level.
- This approach showcases the power of meaningful engagement over sheer numbers.
- Adopt new platforms early. e.l.f. Cosmetics’ early move to platforms like TikTok wasn’t just a stroke of luck—it was a strategic play that placed them right in front of the next big audience: Gen Zers. By being a first-mover, they got a head start on building viral campaigns that connected with millions. 🥇
- Think outside the box. From collaborating with Chipotle to launching non-fungible tokens (NFTs), e.l.f Cosmetics doesn’t shy away from the unexpected. They’re not just in the beauty business; they’re in the business of sparking excitement.
- Sellers can learn that a little risk and creativity can go a long way in keeping customers curious and invested.
📍 With e.l.f. Cosmetics leading the charge, it’s clear that sellers have a treasure trove of insights to gain from their success story. They’ve shown that thriving in today’s competitive landscape requires more than just a great product—be bold, be authentic, and don’t be afraid to stand out.
SUCCESS BLUEPRINT
Why targeting Gen Z shoppers is key to strengthening your ecommerce position
When it comes to winning over the Gen Z crowd, e.l.f. Cosmetics has hit the nail on the head. Their strategy is all about recognizing the purchasing power and influence of these younger generations, and it’s paying off big time! 💯
If you're trying to do the same, take a look at what ECDB dug about what makes Gen Z tick:
1. Sustainable shopping
For Gen Zers, shopping sustainably is a requirement. This generation seeks out brands that are transparent about their environmental impact.
Trivia: 70% of Gen Z shoppers have bought secondhand items, showing a clear preference for sustainable options. ♻️
- Tip: Provide eco-conscious options to align with this value-driven generation.
2. Mobile access facilitates social commerce
Gen Z lives on their phones, and social commerce has become their go-to shopping channel. True enough, 70% of Gen Zers have made purchases on Instagram.
- Tip: Make social shopping easy with simple, mobile-friendly checkout options and eye-catching product links right in your social posts.
3. Influencer marketing holds significant sway with Gen Z. Instead of flashy ads, they prefer recommendations from influencers who feel genuine and relatable. The best part? Influencers often blend ads seamlessly into their content, making it feel more like entertainment than a hard sell. 🎤
- Tip: Consider partnering with influencers who share your brand’s values, even if they have smaller followings.
4. Convenient payment is king, especially for Gen Zers; quick and simple mobile payment wins every time.
- Tip: Offer Buy Now, Pay Later (BNPL) options so they can snag that must-have item without immediate financial strain.
🛍️ Success is where customers are
Reaching Gen Zers requires more than just great products—it’s about showing up authentically and adapting to the platforms they love. e.l.f. Cosmetics' success is a great proof of this.
If you want to truly capture this generation’s hearts, all you need to do is meet them where they are—on their screens and in their values.
