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This $6.6 Billion Company Charges Less Than $10 for Most of Its Products. Here’s It’s ‘Secret Sauce’ for 7 Straight Years of Sales Growth.

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This $6.6 Billion Company Charges Less Than $10 for Most of Its Products. Here’s It’s ‘Secret Sauce’ for 7 Straight Years of Sales Growth.

The popular company reported 30 straight quarters of sales growth in August.

This beauty giant’s “secret sauce” for growth is hiding in the comments of a social media post.

E.l.f. Beauty CFO Mandy Fields is steering the cosmetics and skincare company through a recent period of rapid expansion. E.l.f. built its name on affordable, cruelty-free makeup. Today, it is a global cosmetics and skincare player with a market cap of $6.6 billion. It has made a name for itself with affordable items: 75% of its products cost $10 or less. 

Fields, who became CFO in 2019, said in a recent interview with CNBC that one part of the company’s strategy is to turn social media chatter into products. The beauty company pays attention to what customers are asking for in comments and posts on social platforms.

“We say there’s zero distance between us and our community,” Fields said. “That’s what it’s really about: staying close to our community, reading the comments that they have on our social media posts, listening to them when we go on TikTok Lives.”

For example, viewer requests during a TikTok Live inspired E.l.f.’s $11 bronzing drops, while an online pickle social media trend prompted the brand to create a $9 pickle lip balm, which sold out in eight minutes earlier this year. 

,” Fields said.



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