E.L.F. BEAUTY

We are returning to The Big Game on February 11! 🚀 + 🏈 = 🎆 Did you know that 47% of viewers who watch this big game are women? As e.l.f. continues to show beauty belongs everywhere in culture, our new 30-second national spot will serve eyes.lips.facts and spotlight Halo Glow Liquid Filter. Last year, we made our successful Big Game debut by giving Jennifer Coolidge the dewy dolphin skin of her dreams using e.l.f.'s Power Grip Primer, which went on to become the #1 SKU in mass cosmetics. Stay tuned for this year's spot, directed by Zach Woods and creatively conceptualized by SHADOW. Glow big or glow home! 🚀✨ #elfBeauty #BigGame #Advertising

Come vibe with us 💜   Keys Soulcare, the lifestyle beauty brand created by Alicia Keys, launches today in the Amazon Premium Beauty store 🚀   Tapping into the growing desire for a seamless, holistic approach to beauty and wellbeing, Keys Soulcare invites you to experience a new beauty philosophy that honors the connection between skin and soul.   ✨“When we create the space to honor ourselves, through a connection between skin and soul, we can unlock a whole new side of ourselves and celebrate the strength and beauty that is already inside each of us,” said Alicia. “And now with Amazon Premium Beauty we are expanding that space to welcome a whole new community that I am overjoyed to have join us on this very special journey.”✨   Alicia will personally debut Keys Soulcare on Amazon Live TODAY📅 (https://lnkd.in/eubn5EMb), January 17, 2024 at 3:30PM PT / 6:30PM ET.   Join us for this soulful session, filled with love & light, and learn how we can be more purposeful 🙏 and powerful 💪, and show up for ourselves. #elfBeauty #AliciaKeys #KeysSoulcare #AmazonBeauty

🔎UNSOLVED MYSTERY OF THE WEEK🔎   Calling all true crime aficionados, the question on everyone's lips 🫦 is: who the e.l.f. did it!?   People in 10 uncovered the week’s biggest stories, posing the questions that have piqued everyone's curiosity.  On the list…  🕵️Who is the mysterious e.l.f.-pincher? 💄How will a high school senior navigate her promposal without her e.l.f. holy grails?   🤯Why doesn’t everyone just get their own e.l.f., it's so affordable! Seriously, the mascara is only like five bucks.    Check out People in 10 episode here: https://lnkd.in/gWhpww_b   Get in the action and see what’s got our community on the edge of their seat. Watch “Cosmetic Criminals”: https://lnkd.in/gy5_F2Z6   A special shoutout to PEOPLE Magazine | PEOPLE.com for being our partners in deciphering the mystery of the week! 👏 #elfBeauty #CosmeticCriminals #PeopleMagazine

Live from the pink carpet: e.l.f. x “Mean Girls”🎀 It’s a big e.l.f.ing weekend. From now thru January 25th, e.l.f.’s first ever 15 minute true crime parody documentary, “Cosmetic Criminals” will play ahead of “Mean Girls” in 384 select AMC Theatres nationwide. But wait there’s more… Be on the lookout for e.l.f. holy grail cameos featured in “Mean Girls.” Yeah we know, THAT’S SO E.L.F.ING FETCH 💕 Wondering 🤔 where the e.l.f. to go to watch 👀this double feature? 🎬Find participating AMC Theatres near you here: https://lnkd.in/dnwSj9sh 🎥🍿LIGHTS. CAMERA.E.L.F.ING.ACTION. ❣️We recommend getting to the AMC Theatres at least 25 minutes before the published show time of the movie to guarantee your full viewing pleasure of “Cosmetic Criminals” 🕵️ Major shoutout to our incredible partners in crime for making this cinematic dream a reality: ✨Michelle Hagen ✨Mike Rosen

GRW…our e.l.f. Beauty Squad for the official #MeanGirls premiere! 🎬💄   We sent two lucky Beauty Squad winners to the premiere of the new “Mean Girls” movie. It was "grool." (Meant to say 'cool' but then started to say 'great'😂). Not only are e.l.f. holy grails the favorites of Cady Heron, played by Angourie Rice, and the Plastics, but when you arrive early (give yourself a solid 25 min), you’ll catch “Cosmetic Criminals,” (at select AMC Theatres nationwide) e.l.f.’s true crime parody documentary, playing on the big screen!🕵️   It’s a double dose of e.l.f. magic. That’s SO FETCH!   Don’t miss “Cosmetic Criminals” and “Mean Girls” in select AMC theatres nationwide NOW 💋 eyes.lip.face.coscrime #elfpinching

We don’t e.l.f. around!👮🚨   When we make our very first 🎥, we make it a full-scale, e.l.f.ing production.  Trevor Barrett, made his acting debut in “Cosmetic Criminals.” Trevor plays the role of Zayden, a makeup obsessed high schooler with an impressive TikTok following and also suspected e.l.f.-pincher. Trevor admits “Basically I got to play myself…. I can definitely relate as i did a lot of cosmetic theft especially to my mom when starting getting into makeup.” 👀   Empowering Trevor to live his best e.l.f. and live his bold truth in his biggest production yet makes us so proud. Trevor shared, “I was shocked by how big of a production this was. I have never gotten to see behind the camera for a production, and I couldn’t believe how many people and how many parts go together to make this happen.”    Watch Trevor in “Cosmetic Criminals” streaming on #AmazonFreevee https://lnkd.in/gj8bqqHc and playing in select AMC Theatres before the all-new #MeanGirls starting tomorrow, 1/12. 💄💋 #elfBeauty #CosmeticCriminals

Everything we do at E.L.F. BEAUTY starts with our community, they told us how family and friends were borrowing their e.l.f. holy grail products without the intention of ever returning them. It’s what we call “e.l.f.-pinching.”   Here’s just a sampling of what we heard and why we created a 15-minute true crime parody documentary 🔦:   🥦 “All my products disappear even my masks that I hid in the vegetable fridge drawer”   💄 “My 73-year-old mom LOVES O FACE! She took mine.”   🛍️“I have to buy 2 or 3 at a time! My teenager daughter steals them from me.”   In the words of Olivia, the daughter in “Cosmetics Criminals”: “But WHY? Buy your own. e.l.f. is so affordable!”🤯   Watch TODAY on #AmazonFreevee https://lnkd.in/gj8bqqHc and YouTube https://lnkd.in/ewk5ue9F #elfBeauty #CosmeticCriminals #elfpinching #CosCrime

Starting 2024 with an eyes.lips.first BANG 🎥💥🎥 with "Cosmetic Criminals," a true crime parody documentary.   This cinematic gem was born out of our community’s stories around e.l.f.-pinching.   e.l.f.-pinching (noun) the act of “borrowing" e.l.f. holy grails from family and friends without the intention of returning.  We’ve turned that insight into a thrilling true crime documentary parody filled with unexpected twists & turns, and a star-studded cast.   “Cosmetic Criminals” features award-winning actress and comedian Niecy Nash-Betts, “New Girl” star Nelson Franklin, “NCIS” regular Necar Zadegan and Gary Krauss of “This is Us.”  Masterfully directed by Oscar and Emmy award-nominee Alex Buono.   Check it out: 
 📺 Streaming on #AmazonFreevee https://lnkd.in/gj8bqqHc 🍿 Playing in select AMC Theatres nationwide, featured ahead of the new “Mean Girls” film on January 12th   🎬 Find out “who the e.l.f. did it?” and don’t forget, sound on! 🔊

Something e.l.f.ing criminal is happening in a home near you. 👀🫦🤩🕵️♀️ Reports of e.l.f.-pinching (noun), a.k.a. the act of borrowing e.l.f. holy grails from family and friends without any intention of returning them, are on the rise.    You’ll want to find out “who the e.l.f. did it?”    Coming tomorrow! "Cosmetic Criminals" dropping on #AmazonFreevee, Prime Video & Amazon Studios and YouTube. 🎥 #elfBeauty #CosmeticCriminals #elfpinching

Kicking off the year with some inspiration and learning✨🚀. Recently, our Chairman and CEO Tarang Amin had a great conversation with Lindsay Pedersen, host of the North Star Leaders Podcast.    Here are some key insights that they discussed: 📈 'Brand' stands as the foremost driver of economic value. Who you are, your core values, and the strategic steps to realize your vision should be at the forefront of your brand narrative. ⭐️ Defining your brand's North Star is paramount for effective decision-making. What's the ultimate goal? What do you want people to resonate with when discussing your brand? 👂 Prioritize listening to your community. Understanding their needs and crafting strategies to fulfill them is the key to sustained success. ✔️ Acknowledging failures is as crucial as celebrating victories. Learn from every setback, extract valuable insights, and apply them to future endeavors. 👏 Leaders must surround themselves with an energized team. A thriving brand is a reflection of a motivated and cohesive team. Regular feedback is essential for collective growth.   Tarang emphasized surrounding yourself with like-minded individuals, that continue to stay humble and hungry: “My favorite thing is to build a passionate team and create a culture of high performance by which everyone thrives.”   Listen to the podcast here 👉 https://lnkd.in/exPp_hxJ   #elfBeauty #ExecutiveLeadership #BrandMarketing #ExecutiveInterview