Beauty meets affordability – let the e.l.f. adventure begin!

e.l.f. Cosmetics (Eyes Lips Face) was founded in 2004 by Joseph Shamah and Scott Vincent Borba. The brand’s driving mission was to provide high-quality cosmetics at an affordable price. Joseph and Scott joined forces to create a brand that would democratize beauty and make it accessible to a wide audience.

One of the founding principles of e.l.f. Cosmetics is to challenge the notion that high-quality cosmetics come with a high price tag. The founders aimed to disrupt the beauty industry by offering a vast range of makeup products at significantly lower prices than many other brands.

From the beginning, e.l.f. Cosmetics has embraced a direct-to-consumer model. This allows the brand to keep costs low and pass on the savings to customers. Selling online was a strategic move that aligned with the brand's commitment to affordability and accessibility.

e.l.f. Cosmetics first focused on the beauty essentials, including eye, lip, and face makeup. The product range has expanded to include a wide variety of cosmetics, skincare items, and brushes and beauty tools.

The brand has been agile in keeping up with beauty trends and innovations. e.lf. Cosmetics has stayed relevant by quickly adapting to changes and introducing new products.

Let’s talk dupes. e.lf. Cosmetics has figured out how to make exact dupes of some of the biggest (and most expensive) names in the beauty industry.

The brand went viral on Tiktok due to its amazing dupes of high-end makeup brands; the Halo Glow Liquid Filter (a dupe of Hollywood Flawless Filter by Charlotte Tilbury), or the Halo Glow Blush Beauty Wand (dupe of the Beauty Light Wand of Charlotte Tilbury). 

Over the years, the brand has redefined beauty standards and created a space where everyone is celebrated. e.l.f. is a brand of inclusivity in the beauty industry with its diverse product range to include various skin tones and styles, and powerful messages of self-expression. 

Social media has been a key. e.l.f. leverages platforms to engage with and uplift their community. The brand's journey is not just about makeup – it's a celebration of individuality, empowerment, and the beauty in embracing one's unique self.

Use Case: Marketing

e.l.f. Cosmetics has been successful in building its community through several marketing strategies:

Affordability and Product Innovation

e.l.f. Cosmetics has positioned itself as an affordable brand. The brand has attracted a diverse customer base with a wide range of products at budget-friendly prices. Influencer collabs on limited-edition collections help the brand continuously introduce new products and ensure community members stay up-to-date with the latest makeup trends.

This strategy fosters a sense of community among users who appreciate high-quality makeup without breaking the bank. It keeps the community engaged and excited about the brand's offerings.

Social Media Engagement & UGC Content

e.l.f. Cosmetics has a strong presence on social media platforms, including Instagram, Twitter, Tiktok, and YouTube. The brand actively engages with its audience by sharing makeup tutorials, product launches, and user-generated content. This creates a dynamic online community where users can interact with the brand and each other.

e.l.f. Cosmetics encourages its customers to share their makeup looks and experiences with e.l.f. products. This UGC is often featured on the brand's social media channels, creating a sense of community and showcasing the diversity of its customer base.

Collaborating with influencers and makeup artists has been a key strategy for e.l.f. Cosmetics. These collaborations introduce the brand to new audiences and helps create a sense of belonging among followers of the influencers who appreciate and trust their recommendations.

Educational and Inclusive Content

The brand provides educational content, including makeup tutorials and beauty tips, to empower its community. e.l.f. Cosmetics positions itself as a resource and ally in its customers' beauty journeys by offering value beyond product promotion.

e.l.f. Cosmetics has been praised for its inclusive marketing campaigns celebrating diversity in beauty. This resonates with a wide audience and contributes to the brand's positive image within the beauty community.

e.l.f. Cosmetics has grown into a globally recognized brand, and its founding principles of affordability, accessibility, inclusivity, and innovation continue to be central to its success in the beauty industry.

CREATING COMMUNITY

Community builders can define their efforts, encourage participation, and increase success by leaning into one use case. This provides a framework for how the community wants to engage.

A thriving community is one where members are eager to participate by engaging with others, creating content, or sharing their experiences. Members stand behind you, your brand, and what you offer.

Lean into your community for support. In return, they’ll uplift other members, encourage growth, and engage consistently.