E.l.f. Beauty Benefits as Consumers Tighten Their Belts

E.l.f. Beauty shrugged off a growing number of headwinds, from technical recessions to record-high inflation to supply chain headaches to currency fluctuations, to clock in its 14th consecutive quarter of net sales growth.

It also beat Wall Street forecasts on both the top and bottom lines.

More from WWD

“We’re always mindful and keeping our eyes open in terms of how the consumer is faring, but our business has actually done extremely well regardless of the environment,” Tarang Amin, E.l.f.’s chairman and chief executive officer, told WWD in an interview as the company reported its first-quarter fiscal 2023 results. “We were one of the few brands that really grew strongly through the pandemic when color cosmetics was impacted. We made it through different supply disruptions and lockdowns in China, so I would say what gives me confidence even in a recessionary environment is that value equation. When consumer wallets are getting pinched we have great propositions.”

In particular, he cited E.l.f.’s $10 Power Grip Primer — its bestselling product — as benefiting from consumer trade down from a prestige $34 primer sold by another brand that he did not name, adding that the company is also “picking up a ton of share in the mass arena as well.”

All of this comes despite the fact that E.l.f. increased prices on about two-thirds of its stockkeeping units in May in response to rising transportation costs.

“We’ve actually seen better elasticity that what we had modeled and I think part of it is while we took prices up, we still ensured that we had an incredible value equation,” continued Amin.

On Keys Soulcare, the E.l.f.-owned beauty brand launched in partnership with Alicia Keys 15 months ago, he stressed that it was making “real progress” in terms of building brand awareness in a

Read the rest

Read More