E.l.f. Beauty has a playbook for nonstop growth

The beauty brand has grown sales for 21 consecutive quarters, thanks to its savvy approach to reaching customers.

E.l.f. Beauty, the conglomerate behind E.l.f. Cosmetics, Keys Soulcare, Well People, and Naturium is on the rise. The company delivered more than $1 billion in sales from March 2023 to March 2024, up 77% over the past fiscal year. CEO Tarang Amin led the company to its best year on record by focusing on international expansion, creating a digitally native and nimble marketing strategy, and reaching new consumers through key acquisitions.