"When we named Tarang Amin Modern CEO of the Year in December 2024, the E.l.f. Beauty chairman and chief executive had racked up a string of notable successes. Under Amin's leadership, the publicly traded cosmetics company had posted 23 consecutive quarters of net sales and market share growth. E.l.f. won plaudits for cheeky marketing efforts such as a coffin-shaped makeup kit collaboration with beverage company Liquid Death."
"Another initiative championed corporate board diversity via its "So Many Dicks" campaign, which cites research showing that men named Richard, Rick, or Dick outnumber women and diverse directors serving on public company boards. Indeed, such bold ads helped land Kory Marchisotto, E.l.f.'s chief marketing officer, on Fast Company's 2024 list of CMOs of the Year as part of its Brands That Matter program."
"In contrast, this year has been a rockier one for Amin. In May, the company, whose E.l.f. skincare and cosmetics products sell at affordable price points, said it would raise prices on all its products by $1 to offset the impact of new tariffs. (The company has said 75% of its products are made in China.) In August, E.l.f. said it would not provide shareholders with a financial outlook for its full fiscal year ending March 31, 2026, citing the 'wide range' of potential impacts."
Tarang Amin led E.l.f. Beauty to 23 consecutive quarters of net sales and market share growth. E.l.f. gained attention for provocative marketing including a coffin-shaped makeup kit collaboration with Liquid Death and a "So Many Dicks" campaign highlighting board diversity gaps. Those campaigns helped Kory Marchisotto appear on Fast Company's 2024 list of CMOs of the Year. The company announced a $1 across-the-board price increase to offset new tariffs and disclosed that about 75% of products are made in China. E.l.f. withheld full-year financial guidance citing a wide range of tariff impacts and faced social backlash over a parody ad featuring comedian Matt Rife.
Read at Fast Company
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