How e.l.f Cosmetics won you over

Thank you so much for watching! Here's a link to the newsletter, where I summarize the latest business news about fashion and beauty brands every week: thedevilwearsdatanews.beehiiv.com/

as someone who works on e.l.f. creative team, this was really incredible to watch ❤ thank you!

This channel is definitely gonna grow big. I haven’t seen a business analysis channel specifically focused on beauty and fashion yet. Probably because people don’t think much about business when it comes to more “feminine” interests. This channel is a refreshing voice in a male-dominated YouTube niche. I’m excited to see more!

ELF was EVERYTHING when I was in middle school in the late 2000s and had not 5 dollars to my name. And I still buy from them now sometimes as an adult, which I think says a lot about the company. Great video, keep it up!

Gen z here, (2002) and I think there’s so many reasons why elf is the favorite of so many in this generation. Obviously the price point is accessible to teens and young adults. I couldn’t afford luxury makeup brands until I was 20 but started using elf around 13 and still use sooo many of its products to this day right along side my TooFaced and Urban Decay. Secondly, I’ve been a vegetarian since I was 9. As soon as I got into makeup, I started opting for the vegan options. And there’s so much comfort in knowing that with elf, no matter what what you pick you can safely know no animals were tested on to make this and there are no animal products in the makeup either. And at an affordable price, this almost makes elf too good to be true. Especially when with other makeup brands, drug store and luxury, a brand might be cruelty free but you really have to do your research on what individual products are vegan and which aren’t. Like I can use a TooFaced foundation, but not their eyeshadow palettes since they contain carmine. Sometimes the research is just too annoying and I just want to pick what ever I see and like. 😅 thank you elf for being that brand.

This is soooo well done and informative. I had no idea Elf was even a public company, let alone doing THAT well!

ELF was the first brand I bought when I started getting into makeup. I think a lot of people can relate with that. Good for them! I love their products still!

Well, your newsletter just gained a new subscriber... me. I'm a 57 y.o. male (perhaps not your target demographic I know), and have worked in the beauty industry in product and marketing for decades, inching closer to retirement. I clicked on this video out of curiosity. I am truly impressed by your ability to integrate financial info, lessons from business schools like Stanford and Harvard Business Review, analogies to other industries like tech, drawing from academic papers, government documents, and even pop culture references I am not familiar with (I have not seen Legally Blonde), all while not over complicating it for your viewers who may be new to this sort of information. Kudos to you. Not sure what your career background is in but this is an excellent case study of Elf's business. Beautiful thing about YouTube is this kind of content is freely available, which I didn't get access to when I was younger and first entering the industry. I am both a channel subscriber and newsletter subscriber now. Looking forward to more from you. Best of luck. - Bryan

Elf is the only brand I’ve found that has the right foundation shade for me. I’m super pale and most foundations I’ve tried are too dark at their lightest colour and warm toned (I’m cool tone) I never felt like I could do any proper make up look so didn’t try and I felt like I was missing out. I’m glad I found elf, boosted my confidence

Budget friendly plus great quality. What's not to love!

Long term ELF fan. Their products are excellent quality and in trend, but for me the vegan and cruelty free commitment are what sets them apart. All this at that price point, they are unstoppable

Elf has quickly became my fave brand. I love that they’re completely cruelty free!! Thanks for making this!

I remember the days of high school (‘07-‘11) when ELF was only a website. Buying low cost items is still a flex.

When I was in high school in the 2010’s elf was there, but it was really just seen as a cheap brand for basics if you couldn’t afford anything else. Now elf is one of my first choices for a lot of products. Their dupes for high end stores are great and they have really improved their formulas. I have seen them grow so much it really is crazy to think of how far they’ve come in 10 years

I remember being in college and going to a kmart in 2008 getting a ton of makeup for like 10 bucks. You couldn't beat that dollar an item deal.

I still remember when e.l.f. Cosmetics had a couple of their own physical retail stores a few years ago when I was in high school/ college and it still wasn’t getting too big. It’s so interesting to see how far the brand has gone and going viral with each launch now!

my mom was the one that introduced me to elf as a middle/high schooler. i still love their products to this day, and im 22

Elf was the brand that I could afford when I was a teen and just starting out with makeup. Will always love this brand

Just like McDonalds is truly in the business of real estate, I believe elf is truly in the entertainment business. The makeup has never been about the quality or unique ingredients, instead it’s like the fast fashion of makeup- inspired by trends and the thrill of a low sticker price. They found their niche with gen z and treated cosmetics as a business venture rather than trying to make the next best makeup products. It’s genius, really, and your research was so fascinating! Can’t wait to watch more of what you produce.

thanks ELF has been rallying, yet yours is the only company analysis on YouTube. Your content and delivery show that you are not a noob about the company, the sector, and Youtube delivery. There is a lot of opportunities for you. Subscribe