Affordable beauty brand e.l.f. has cracked the code on capturing Gen Z’s notoriously fickle attention, and they’re doing it with a mix of low-cost, high-quality products and savvy marketing strategies.

Under CEO Tarang Amin’s leadership, the company has transformed from a typical cosmetics brand to a cultural trendsetter that resonates deeply with younger consumers. Their approach goes beyond just selling makeup – they’re creating a community and lifestyle that speaks directly to Millennials and Gen Z.

In a bold move last May, e.l.f. spent $1 billion acquiring rhode, Hailey Bieber’s makeup and skincare brand, signaling their commitment to expanding their market presence. This acquisition represents more than just a business transaction; it’s a strategic play to become a trendsetting beauty conglomerate.

The company’s success isn’t just about products, but about understanding their audience. Their workforce is 76% women, 74% Gen Z or millennials, and 44% from diverse backgrounds. They’ve created a unique corporate culture where employees participate in product testing and contribute to the brand’s direction.

E.l.f. has also been unapologetically political, especially around diversity and inclusion. When many companies pulled back from DEI initiatives, Amin doubled down. Their cheeky “Soooo Many Dicks” campaign highlighted the lack of diversity in corporate boardrooms, demonstrating their commitment to social change.

With 28 consecutive quarters of sales growth and a strategy that combines viral marketing, affordable pricing, and cultural relevance, e.l.f. Beauty is proving that understanding your audience is the key to success in today’s competitive market.

From TikTok-viral product dupes to strategic brand acquisitions, e.l.f. is not just selling beauty products – they’re shaping culture and connecting with a generation that demands more than just cosmetics.