E.L.F. BEAUTY

It's time, e.l.f.ies! Another month has passed, which means another newsletter packed with what's been going on in the e.l.f.iverse 🌎. From our latest collab to a 10-foot-tall pickle jar, we always do our best to keep our ear to the ground and meet our community where they are. If you haven't already, subscribe now so you don't miss a thing! ✅

For thousands of women, being an athlete is part of their story, even if their last game was years ago. 🏁 Today, e.l.f. Beauty and Parity are releasing “Girls Who Play Change the Game,” new research connecting girls’ participation in sports and the skills, behaviors and ambition women carry into the workplace. At the center of the research is the Everyday Athlete: women who played sports for at least three years before the end of high/secondary school and have worked full-time in the past five years. She didn’t have to go pro; she didn’t have to play in college. She just had to spend enough time in sports for the experience to become part of how she learned, grew and showed up in the world. Across more than 9,500 respondents from the United States, Canada, Germany and the United Kingdom, including Everyday Athletes, Pro Athletes, Board Members and women who played less or no sport, we found: ❤️🔥 81% of Everyday Athletes say they learned advocacy through sports, specifically how to advocate for themselves [73%], for others [63%] and for causes they care about [58%]. 💰 Everyday Athletes are nearly 25% more likely to have ever negotiated their salaries than women who played less or no sports. 📈 Everyday Athletes are nearly 30% more likely to have been promoted multiple times. And the story doesn’t stop with the Everyday Athlete; we also looked at the benefits of sports for those at the highest levels of competition and leadership: 🚀 70% of Pro Athletes surveyed who have yet to reach senior leadership or board-level roles aspire to do so. 🧠 85% of Board Members surveyed say the lessons learned in sports are important for future board members. The takeaway is bigger than any one statistic: sports can serve as an early leadership lab, giving girls opportunities to practice skills they carry with them for years to come. More girls in sports. More women ready to lead. Explore our findings and join the movement of getting more girls in the game and more women in the rooms where decisions are made. Download Girls Who Play Change the Game: https://lnkd.in/evzFzY26

eyes.lips.fairgrounds. 🎠 Meeting our community where they are has always been at the core of e.l.f.’s ethos, which is why we’ve packed up and headed to the Minnesota State Fair. 📍 As the first beauty brand to be there in over 20 years, we knew it needed to be a big dill. 🥒 With nearly 2 million attendees, we're showing up by: 🫙 Having a 10-foot pickle jar on Wright Ave (because of course we did) 🎡 Transforming the iconic Skyride to feature flavors and textures of e.l.f. Cosmetics Glow Reviver Melting Lip Balms 🎁 Providing product gifting at our booth for e.l.f.ies State fairs bring together every generation, every background and every story. That's the kind of community e.l.f. exists for and is built around.  As Patrick O'Keefe, our chief integrated marketing officer, said: "Shared experiences are what builds our emotional connection with our community, that is why we are so invested in meeting them where they are. We are growing our e.l.f. nation — leaning into subcultures in a way only e.l.f. can. What better way to serve our community than by making this moment the 'Real Dill'?" Come find us from Aug. 27–30 at the Minnesota State Fair. And stay tuned, the dill-lightful fun continues in Dallas this October when we honor Big Tex! 🤠

When your people have pride in their work, they go above and beyond to deliver for your business.   For E.L.F. BEAUTY, that pride drives people to take ownership and find new ways to contribute value.   “We stretch beyond our lane,” says Kerry Preston, vice president of people development. “I may be in charge of the people development function, but I have eight years of commercial experience. I’m adding my perspective where I think we could make a difference.”  See what drives the Fortune Best Small & Medium Workplaces, produced by Great Place To Work: https://lnkd.in/encSFb6j 

This is kind of a big dill...🥒. Dancing with the Stars pro and ultimate DIL(L)F Valentin Chmerkovskiy was spotted by Deuxmoi walking out of Ulta Beauty in Hollywood with e.l.f. Cosmetics' new Pickle Lip Balms. Dill-lighted to see this in our feeds today, we give this look and haul a 10!

Once an e.l.f., always an e.l.f. 🦄 This summer we welcomed 44 e.l.f.terns into our office, two of whom were Katie M. Kim and Anya Fazulyanov. In this week's Substack we sat down with them to talk about what makes e.l.f. a different kind of company: bold, scrappy teams where interns actually have a voice, managers who hop on a call just because and a culture that invests in people long after the summer ends. Their advice to future e.l.f.terns? Network boldly and build a portfolio that feels like you. Still wondering what an internship at e.l.f. really looks like?  Head to the link below for the full conversation and let us know what you think! 👇  https://lnkd.in/e_aNx9km

You've heard of “Get Ready With Me” content. 💄 But, how about a “Get Unready With Me” event? Last week, we did exactly that and transformed our LA office into the ultimate sleepover-inspired evening. A cozy night all about introducing the e.l.f. Hair category extension to our community. 30 e.l.f.ies were selected from our community tool, targeting the most engaged LA-based hair fans to step inside our walls for hands-on product discovery, education and content-worthy moments. The vibe? Pure “mane character energy,” that included: ✨ A Braid Bar with heat-free styling featuring 3-in-Wonder Styling Cream, the Styling Wand and Glow Mode Treatment Oil  💆 Scalp Massages with our Gloss Mode Treatment Oil and real scalp care education  💎 A Bedazzle Bar where attendees received custom take-home hair clips  🍹 Mocktails and Girl Dinner that included bedazzled cups, hero-product-inspired sips and of course all the snacks  💬 Hair Confessionals that included playful "Pillow Talk" prompts and a round of Never Hair I ever Our Director of Product Development, Amy Rockers, even took attendees through a deep dive of our hair collection educating everyone on the ingredients and how to use them, followed by a live Q&A to bring everyone behind the scenes of how e.l.f. Hair came to life. After the event attendee Lorraine Ehrhardt said, “My favorite part was talking to the development team and learning more about the products and what’s to come. I love how they took notes and listened to what we’re looking for in hair products.” Following the event, every guest headed home with the full e.l.f. Hair collection plus a branded tote, custom cookies and photos to remember the night. Thanks to everyone who showed up, got real, and made the night unforgettable, as well as our very own e.l.f.z: Ire Omitowoju, Lauren Newcomb and the rest of our community team for bringing this incredible idea to life.  Cheers to all of the amazing hair days ahead! ✨ 

Rise and brine e.l.f.ies! 🥒 In case you haven’t heard the news, we are back with more e.l.f. pickle-themed products that will be hitting the market starting tomorrow. For this week’s Substack we went behind the scenes with Kelsey Shellito and Holly Nguyen, who are on e.l.f.’s innovation team and played a big part in bringing this dill-lightful new drop to life. From impromptu trips to Germany so their team could try every pickle flavor imaginable, to sharing the intentionality behind each lip product's shade, this week’s Q&A shows you how we are always moving at e.l.f. speed to keep up with what our community wants to see next! Check out the full piece at the link below, and let us know which of the four products you’re most excited to get your hands on first! 👀 https://lnkd.in/ekTqWbMj

Two years ago, I was sitting in the audience at Ad Age’s Leading Women, listening to Esi Eggleston Bracey receive the Vanguard Award. I remember feeling so moved by her. Not just by what she had achieved, but by how she spoke about leadership. Real. Generous. Clear. Human. I wrote a LinkedIn post afterward because I wanted to put a megaphone on the lessons Esi gave all of us that day: “Do you. It’s your superpower.” “Manage your energy—not just your time.” “Say yes when you are scared. Say no when you are clear.” And, above all, use your success to help create success for others. Never—not for one second—did I think I would be standing in this moment two years later, receiving the same Ad Age Vanguard Award. It honestly never crossed my mind. I am feeling a lot of things: grateful, humbled, energized—and very aware that no one arrives anywhere alone. What I love most about this full-circle moment is that Esi’s lessons and the lessons from my own journey are not separate. They connect. They build. They force multiply. Being yourself gives you the conviction to make the bold call—even when every expert is telling you to go in a different direction. Managing your energy gives you the stamina to keep going when there are doubters and naysayers around every corner. Inspiring greatness means understanding that the point is never individual success. It is creating an energy field where more people can grow, contribute and win. And paying it forward is how that energy field gets bigger. At e.l.f., we have always believed that purpose and results can scale together. We have learned that you do not have to choose between being a bold disruptor and having a kind heart. And we have seen what can happen when you listen closely to a community, have the courage to follow the signals they are giving you and pour your heart back into them. That is the work. Not perfection. Not checking a box. Not following someone else’s playbook. It is picking up what greatness is teaching you all around you. Putting it into practice. Making it a habit. Then paying it forward so it can become greater than any one person. Esi, thank you for being such an inspiration—and for showing all of us what it looks like to lead with purpose, courage and heart. My feet are on the ground. My eyes are on the horizon. And my heart is full. https://lnkd.in/gEJQaSGS

The "kinda chic" trend is taking over feeds by reframing the good-for-you things as stylish.  At e.l.f. we didn't need a trend to tell us that doing the right thing is the move. It's been part of our DNA since day one:  Positive. Inclusive. Accessible. Unapologetically for every eye, lip and face.  So, we're joining the conversation because the things we've always stood for are kinda chic, honestly. Swipe through for a few things we think are kinda chic: 🤝 Granting equity to every employee at the time of hire and annually thereafter. 🌟 That 97% of our employees are proud to work at e.l.f. ♟️ Changing the Board Game — working to double the rate at which women and people of color join U.S. public company boards by 2027. 🐰 That our products are vegan, double-certified cruelty-free and e.l.f. clean. ✨ That our U.S. employees are approximately 71% women and 43% diverse — across our leadership team as well.* Here's to the businesses building like people are watching, because they kinda are. What's the one thing your company does that is kinda chic? Drop it below. 👇