As you launch your “express your e.l.f.” campaign here, why the UK, why now?
We initially explored the UK market to gauge the appetite for the e.l.f. community. The results were astonishing. Not only did we find an enthusiastic community, but we also became the sixth largest mass cosmetics brand in the UK. This success mirrored our earlier trajectory in the US, where reaching the sixth position was our cue to launch a wider awareness campaign. We've climbed the ranks in the US, becoming the third largest mass cosmetics brand and the top-selling cosmetics brand at Target. Given these indicators, it's the right time for our first UK community led brand awareness campaign.
Is your approach in the UK similar to that in the US?
Absolutely, our approach in both markets prioritizes community engagement. e.l.f.'s brand essence revolves around being "of the people, by the people, for the people." Community insights are pivotal. Everything in our campaigns is created with our community. An example is with Rebecca, who ended up being part of our [UK brand awareness] campaign after being spotted on set. This epitomizes our approach of prioritizing consumer insight and community participation.
Why is a community-first strategy so vital in the beauty industry?
e.l.f. is carving a unique path in the beauty industry. Our mission is to centralize the community in everything we do. Our founders democratized beauty 20 years ago by introducing affordable cosmetics. We persistently strive to democratize beauty, making the finest beauty products accessible to all.
How do you manage to execute the community-first approach effectively?
It is embedded in our DNA. Being an active part of our community, I, along with the entire team, stay in constant touch. This involves engaging with them across platforms like TikTok and Twitch, listening, and evolving based on their feedback. The brand belongs to the community and our actions reflect this ethos daily.
Can you shed light on acquiring Naturium?
Both e.l.f. and Naturium share the same spirit of providing luxury beauty solutions at accessible prices. Naturium has excelled in skincare while e.l.f. has dominated the color cosmetics space. By joining forces, we amplify our mission. Our combined strength will effectively double our market share in skincare. This alliance allows us to collectively make luxury beauty accessible to all.
Given the success and your evident passion, do you have any concerns?
Our focus remains on pleasing our community. Our approach revolves around being curious, humble, and hungry, ensuring we cater to our community's evolving needs no matter our growth trajectory. We are 350 people running a $7 billion market cap company, which is absolutely unheard of. Everything we do at e.l.f. disrupts norms. I am a norm disruptor. Everything we do at el.f. shapes culture. I love to shape culture. Everything we do at e.l.f. connects communities. I love to connect communities. You'll find that true in every e.l.f, every e.l.f. partner, everyone that enters our orbit of inspiration. What keeps me up night is more about pleasing our community.
What advice would you offer to someone in a marketing role aiming to better engage with their audience?
My four-step magic recipe. Step one, “tune the e.l.f. in”. Listen to what your community is telling you. Take all of your signals from your community. Step two is dream big. Put your head in the stars and dream about what is possible for your community. Step three is put your feet on the ground and actually draw an action plan that will bring it to life. A lot of people dream, but then the dreams stay up in the clouds. We bring them down to earth and turn them into a reality and step four is do it fast. We call it e.l.f. speed. Because being a culture shaper means you have to act in real time. You have to be in the moment. What was true yesterday will not be true tomorrow. So making sure that you can act in the moment is how you stay relevant with your community.
How do you ensure that speed in execution?
At e.l.f., we prioritize innovation and speed. We avoid bureaucratic hindrances. Our agility was evident when we produced our Big Game commercial in just two weeks, a process that typically takes other companies 12 to 18 months.
What are e.l.f.’s future plans, especially in the UK and the US?
I would like to say that e.l.f. is an entertainment company. We will continue expanding our content across music, short-form videos, and live streaming. What's really important for us is to create an orbit where people want to be a part of a world that is meaningful, relevant and important to them.
