Laurie Lam emphasizes, "When we were founded in 2004, the founders started on the ecommerce model. They sold cosmetics over the internet for $1 - just to share with you how bat-shit bananas that is, not one company would ever do that now." This highlights the brand's disruptive roots and adaptability in a competitive landscape.
Lam explains the importance of community engagement, stating, "We never stopped bringing that community back. That actually became the best focus group for e.l.f." This illustrates the brand's strategy of leveraging consumer feedback for continuous improvement.
Lam also notes, "If the brand has its way, you may hear the word e.l.f.-iverse again, and not just in this article." This indicates the company’s ambition to expand beyond traditional branding into a broader ecosystem.
According to Lam, "Our digital business is currently 19% of the overall sales." This statistic underscores the significance of e-commerce in e.l.f.'s business model and growth strategy.
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