Welcome to the Cosmetic Chronicles!

In this episode we're exploring the fascinating journey of elf cosmetics, a brand that has achieved remarkable and continued success from its founding in 2004 to its expansion into retail and strategic acquisitions, including that Rhode deal that broke the internet.

My sources:

• ​​https://beautymatter.com/articles/start-up-to-ipo-the-story-of-elf-beauty

• https://en.wikipedia.org/wiki/E.l.f.

• https://www.allure.com/story/elf-cosmetics-facts

• https://www.refinery29.com/en-us/elf-cosmetics-brand-history

• https://hbr.org/2025/01/the-ceo-of-e-l-f-beauty-on-maintaining-a-startup-culture-while-scaling

• https://www.forbes.com/sites/pamdanziger/2024/11/26/what-makes-elf-beauty-a-sticky-brand-besides-its-power-grip-primer/

• https://investor.elfbeauty.com/stock-and-financial/press-releases/landing-news/2025/05-28-2025-210536607#:~:text=e.l.f.%20Cosmetics%20founded%20in%202004,world's%20leading%20global%20prestige%20retailer.&text=Under%20the%20terms%20of%20the,million%20on%20March%2031%2C%202025.

• https://www.cnn.com/2006/US/01/09/otr.elf/index.html

• https://www.youtube.com/watch?v=moo80FP9M_Q

• https://angelusnews.com/local/california/scott-vincent-borba-seminarian/

• https://freetrade.io/news/e-l-f-and-the-big-business-of-beauty

• https://www.businesswire.com/news/home/20200224005813/en/e.l.f.-Acquires-Clean-Beauty-Company-W3LL-PEOPLE-to-Expand-Brand-Portfolio

• Instagram: ⁠⁠⁠⁠@glowandflowbysarah⁠⁠⁠⁠
• Substack: ⁠⁠⁠⁠Glow + Flow Collective⁠
• elf x jennifer coolidge reel: https://www.instagram.com/reel/C1IOVvxuM2Q/

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Elf Cosmetics, beauty industry, marketing strategy, direct-to-consumer, revenue growth, product innovation, retail expansion, acquisitions, community engagement, affordable beauty