E.l.f. Beauty's heavier investments in marketing, reaching 25% of net sales in fiscal 2024, have significantly contributed to sales growth and attracting key young consumers.
Executives attribute E.l.f.'s success to a disruptive marketing strategy, alongside value proposition and innovation, with net sales increasing 77% YoY in fiscal 2024.
Partnerships like Liquid Death and ventures into platforms like TikTok and Roblox have been critical in boosting brand recognition, sales, and reaching new customer segments.
The collaboration with Liquid Death on the Corpse Paint product led to a sell-out in 45 minutes, a triple-digit increase in website traffic, and 68% new customer acquisition.
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