Who Are The Executives?

CEO Tarang Amin, 59, boasts 30 years of experience in consumer products.

He took the helm at e.l.f. in 2014, witnessing the stock's impressive growth from $17 per share to $200 per share.

“Back in early 2019, we shut down all 26 of our retail stores on the same day,” Amin recalls. “We took the $16 million we were spending on them and doubled down on marketing and our digital business. We saw an immediate improvement in sales.”

Gen Z and millennials, e.l.f’s core customer base, discover the company’s products on social media and are voracious consumers, whether online or at mass-market stores. E.l.f. sells for significantly less than prestige brands, which adds to its appeal.

Recently, the company has been focusing on skin care: it acquired the skin-care company Naturium and plans to expand its own e.l.f. skin-care line, Amin says.

E.l.f. products are available in several other countries, and management sees further international opportunities. The brand will be sold at Sephora in Mexico starting in the fall.

“We’ve doubled our market share over the past few years, but we believe we can double it again,” Amin asserts.