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Elf Is Becoming a Makeup Giant, One $6 Mascara at a Time
The brand’s CEO talks about winning over Gen Z, Jennifer Coolidge’s Super Bowl ad and closing all its stores.
Elf Beauty is trying to push more into the mainstream with a Super Bowl ad.
Source: Elf BeautyElf Beauty Inc. has been around for almost two decades, but is just now having a coming-out party of sorts.
The company aired its first Super Bowl ad earlier this month with a spot starring actress Jennifer Coolidge (of White Lotus and American Pie fame). The brand also boosted sales about 50% last quarter from a year earlier with what it has called a “mission to make luxurious beauty accessible.”