Nina Jobst
Research expert covering South Korea
e.l.f. Beauty Inc. - statistics & facts
Despite having been on the market for quite a short amount of time, e.l.f. Beauty has recently established itself as one of the most promising cosmetics companies, especially among younger generations, and it is expected to become even more influential in the next few years.
“e.l.f.” stands for “eyes, lips, and face”, and it is also the name of one of e.l.f. Beauty Inc.’s brands, along with e.l.f. SKIN, Well People, Naturium, and Keys Soulcare, a beauty brand created in collaboration with singer Alicia Keys. In 2025, e.l.f. Beauty announced the acquisition of celebrity Hailey Bieber's beauty brand, Rhode, for one billion U.S. dollars.
The company's success proves how popular its brands have become among consumers, but what are the keys to e.l.f.’s popularity?
Beauty shoppers' demands and needs are constantly changing and evolving, and its success proves that e.l.f. is one of the companies trying to meet these demands and to stay ahead of the curve.
Company's key information
As of 2024, the company registered global net sales amounting to about 1.3 billion U.S. dollars. This figure is the highest the company has ever recorded. Meanwhile, e.l.f. Beauty's gross profit added up to around 936 million U.S. dollars in 2024. In that same year, its advertising spending also increased up to 280 million U.S. dollars.The company's success proves how popular its brands have become among consumers, but what are the keys to e.l.f.’s popularity?
Consumers & e.l.f.
In the United States, e.l.f. cosmetics is especially loved by Gen Z consumers, ranking as their leading make-up brand of choice. Brand awareness for e.l.f. in the North American country is quite high, and its popularity continues to increase. The secret of its success, especially among younger consumers, lies in various marketing strategies, such as its e-commerce loyalty program and its wide presence on TikTok, as well as in its "viral" and not excessively expensive products, which also appeal to consumers who prefer to make vegan/cruelty-free purchases.Beauty shoppers' demands and needs are constantly changing and evolving, and its success proves that e.l.f. is one of the companies trying to meet these demands and to stay ahead of the curve.
