E.L.F. BEAUTY

A cultural moment is unfolding in women’s soccer, built generation after generation by women who refused to accept “good enough.” ⚽️ Allyson Sentnor is proof of that.  The Angel City FC star, 2024 NWSL No. 1 Draft pick, and U.S. Soccer Young Female Player of the Year sat down with us for our latest Substack feature, and what she shared are lessons and stories that so many can learn from, both on and off the pitch. Ally didn't arrive at the top overnight. Her journey is one shaped by resilience, the right mentors, and an unwavering belief that she belonged in spaces that weren't always designed with her in mind.  From the coaches who pushed her to see her potential, to the teammates who showed her what community looks like, her story is as much about the people around her as it is about the goals she's scored. At e.l.f., we believe every girl deserves a seat at the table, and a spot on the field, court, or pitch.  Our partnership with the National Women's Soccer League (NWSL) exists because keeping girls in the game changes everything. When young women see themselves represented at the highest level, they stay. They lead. They win. This conversation with Ally is a big part of why we do what we do. Read the full piece, "Beyond the Whistle with Ally Sentnor" here: 👇  https://lnkd.in/ehsBNZiD?

This week on Substack we’re spotlighting real, worker-led impact told by Tatum Robinson from Fair Trade USA.  In 2022, e.l.f. became the first beauty company to source from a Fair Trade Certified™ factory, partnering with Fair Trade USA to expand their standards to cover more factory types including cosmetics. In our FY25 Impact Report, e.l.f. reported 73% of e.l.f. Beauty product units (over 900 SKUs) are made in Fair Trade Certified™ facilities. One of the most rewarding benefits of working with Fair Trade Certified™ facilities is the Community Development Funds that go directly to the workers and allow them to democratically invest in vital community projects like healthcare, childcare and education.  - You’ll read about parents who organized a two-week summer childcare program with structured learning, safety training and healthy meals for 21 kids, earning a 9.89/10 satisfaction score from families.  - Teams who brought Mid-Autumn Festival love to elders with gifts and time that honored tradition and connection.  - You’ll feel the pride of volunteers rolling up their sleeves for a local blood drive, giving “small love” that delivers big impact. This is what values-in-action looks like. Worker-first standards strengthening families, neighborhoods and futures far beyond the factory floor.  Dive into the stories and see how fair trade fuels fair futures. Read the full piece here: https://lnkd.in/eh-b9euA

Everything starts with our ethos. 🌟 It is our character, our spirit, our moral compass. It’s the intentional framework that defines who we are, what we believe, and how we behave. When your ethos is clear, it becomes a north star. It aligns every e.l.f. on why we exist, what we stand for and how we show up every day. We are Bold Disruptors with a Kind Heart. Plenty of companies are bold, but far fewer pair boldness with kindness. That unique combination powers how we build, how we serve and how we win. Our vision is to create a different kind of company by building brands that disrupt norms, shape culture, and connect communities through positivity, inclusivity and accessibility. Our mission brings that to life. We make the best of beauty accessible to every eye, lip and face. Our community knows our superpowers. Premium quality at an accessible price. Universal appeal. e.l.f. clean, vegan, cruelty free and Fair Trade Certified ™.  Remaining community‑led stays at the center of every decision we make. All of it ladders up to our purpose. We make the world a better place for every eye, lip and face. One story, one truth. From who we are, to where we are going, to what we do, and why it matters. Our values are what we believe. Our cultural norms are how those beliefs show up in action.  Win as one team, one dream. Champion high‑performance teamwork. Delight our community with zero distance. Do the right thing. Move at e.l.f. speed. Embrace change. We turn belief into behavior so our community feels the difference in every moment. Our ethos is not a poster. It is a daily practice. It is how we disrupt with purpose, shape culture with care and connect communities with access. It is how we make beauty, opportunity and impact more inclusive for all.  Let’s keep building it together. ❤️ 

Get ready e.l.f.ies! We’re so excited to announce that we’re putting the keys to confidence straight into thousands of UK learners’ hands. 🔑  Starting today, we will be giving away thousands of driving lessons to UK learners with RED Driver Training, democratizing access to one of the most financially out-of-reach milestones facing young people in the UK today.  Not just one prize, thousands of blocks of free driving lessons across the UK. Because independence shouldn’t be a luxury, and opportunity should be for everyone.  In the UK, on average driving lessons can cost up to £3,000. Whether you’re someone who needs wheels to get to work, or a student juggling classes and other responsibilities, we want to help give you the tools to get there. Anisa Fatima, instructor at RED Driver Training said, “As a driving instructor, I’ve seen first-hand how much learning to drive can change someone’s life. It’s not just about passing a test – it’s about building confidence, creating new opportunities and giving people the freedom to get to work, support their families or simply travel independently.” Waitlists are long and too many young people are pressing the brakes on progress. More than a third of surveyed women have missed out on a job opportunity because they didn’t have a driving license.  We couldn’t see that continue so we built this effort to move a whole community forward, together.  Here’s what we’re doing about it:  🛞 Thousands of UK learners will win a block of 10 hours of driving lessons, that’s real time in the driver’s seat that most would have to pay thousands for    🛞 15 e.l.f.-branded RED cars are hitting the road nationwide targeting cities where test center waitlists are the longest    🛞 Expert how-to content from RED instructors will roll out across our channels so every learner, winner or not, gets smarter, safer and more confident    🛞 An IRL pop-up on July 30, at the Power Grip Garage, at Protein Studios, London for hands-on moments, fresh resources, and extra chances to win What inspired the name you ask? We got inspo from two icons you may have heard of. Power Grip Primer and Power Grip Setting Spray. Makeup that grips. Confidence that sets and skills that last a lifetime. A fitting metaphor for what we hope this experience will give many UK learners. Looking to enter? Here’s how: - Head to elfcosmetics.co.uk today   - Find Grip, Set, Go   - Enter in minutes   - Check the official rules and dates on-site   - UK learners only, July 8 through July 30 That’s it. On your mark, get set, go! 🏎️💨 Comment with your city so we can see where demand is highest 📈 you can also read more here: https://lnkd.in/eBsfCnAP 

We’re closing out our board literacy Substack series with Elite Recruiter Deepali Vyas, by giving insight into the engine that turns understanding into action, Deepali’s Board Readiness Flywheel.  Parts 1 through 3 gave you the map; part 4 shows how to build momentum on repeat through experience, relationships, narrative and visibility so opportunities feel less like luck and more like inevitability. If you’re asking why this matters, it’s because it:  ⏰ Reframes board seats as a long-game strategy you design with intention over time, not a finish‑line prize.     ♻️ Shows how aligned actions compound: your experience sharpens your narrative, your narrative deepens relationships, your relationships expand visibility, and visibility unlocks the next experience.     📓 Shares a playbook most never see, told by one of the most respected executive search leaders working with boards today.  If you’ve ever asked, “why not me?”, this one is for you. Read the final part of this series below and start your flywheel today. Read here:   https://lnkd.in/eytN2nJs

Sometimes all it takes is one unexpected invite to change everything.  ✉️ Our latest Substack post features Dr. Marcus Collins, who turned a 36‑hour trip to e.l.f.’s offsite in Cabo into a research journey that’s still unfolding today.   Collins came to talk about culture and consumption and left asking a different question, what if e.l.f.’s momentum isn’t just on store shelves, but backstage where our culture is built every day?  He left Cabo with a new perspective, shifting his career and research to focus on organizational culture. He’s now all-in on how cultures form, scale, and help people thrive, bringing that ideology to his podcast, Substack, and upcoming book to turn insight into impact. Collins writes about what he witnessed; democratized access that invites everyone in, real employee ownership that makes winning a team sport, and how the e.l.f. exec team welcomed his 9-year-old daughter to the office for a one-day internship. If culture is the most powerful force in human behavior, this piece argues it’s also the most underestimated driver of brand performance until you step backstage. That backstage energy shows up on the front stage. It’s why 29 consecutive growth quarters and a 93% Great Place to Work score aren’t accidents, they’re outcomes of how we work together. Check out “One Night in Cabo,” on our Substack linked below, and come behind the curtain with Dr. Marcus Collins. 👇  https://lnkd.in/ekPrMhvK

Humble, hungry, and incredibly proud. 🦁 e.l.f. Beauty was shortlisted for Cannes Lions International Festival of Creativity's inaugural Creative Brand Lion, a brand-new category designed to go beyond individual campaigns and spotlight the internal creative capabilities, organizational transformation, and strategic infrastructure that make breakthrough work possible. Only 10 brands worldwide earned a shortlist in this category's first-ever year out of 71 submissions, and we're so e.l.f.ing proud to be one of them. Our submission was for e.l.f. Beauty’s Marketing Engine, under the subcategory; Marketing Effectiveness & Growth. 🌱 A massive, heartfelt congratulations to Anheuser-Busch, who took home the inaugural Creative Brand Grand Prix in the Talent & Workplace Culture subcategory. Your commitment to building world-class creative talent from the inside out is an inspiration to all of us! Being in the company of brands like The Coca-Cola Company, Mastercard, Mercado Libre, KitKat(Nestlé), and other bold disruptors in this new arena is a reminder of what's possible when you bet on your people, process, and purpose. As Marcel Marcondes, AB InBev’s Global CMO said at Cannes, “Technology enables, but this is a human business.” To our incredible e.l.f.z, this one’s for you. We are so humbled to be among so many incredible brands and are ready to come back hungrier than ever next year! 💪 #CannesLions2026

We believe the future of soccer belongs to empowered.Iegendary.females. This summer, we're proving it. ⚽️ We’re so e.l.f.ing excited to announce that we are presenting the 2026 NWSL Challenge Cup and showing up at House of GOAL in New York.  Here's just some of what we're bringing: 📸 An e.l.f. Match Day Carpet, where players and fans walk together. VIP energy for every eye, lip and face. 💌 Fan notes to your favorite players, collected by us and delivered after the game. 🎤 Amber Mark's headlining the Halftime Show, with Latin GRAMMY winner Joaquina performing the National Anthem, followed by a meet-and-greet with fans. 🌟Reigniting Glow for Glory, our program with the National Women's Soccer League (NWSL) built to keep girls in sports and open real pathways. Rising stars get the chance to go Pro for the Day with an NWSL club.  The fun doesn't end there, from July 17-19; we're showing up in New York at House of GOAL, the biggest global soccer fan fest of the summer. Bringing beauty, culture, and community to fans from around the world. Nearly two-thirds of U.S. soccer fans watch the women's game. The community is here. The momentum is real. We're meeting them exactly where they are. Stay tuned, there's so much more kicking off this summer. ⚽️ Read more below: https://lnkd.in/gmHT8xNR

If we want to Change the Board Game, we need to create different pathways to get there.   We’re excited to welcome the third Change the Board Game cohort in partnership with NACD (National Association of Corporate Directors), our largest class yet, with 22 exceptional executives preparing for board service.   When we launched this initiative in 2024, we set out to help double the rate at which women and people of color are added to U.S. public company boards by 2027. Since then, more than 60 executives have participated in NACD Accelerate through the program, and applications have grown 4x year over year.   58% of Change the Board Game graduates who have completed the program are now serving on boards.   “Through Change the Board Game, we're helping exceptional leaders gain the preparation, access, and networks needed to secure board opportunities,” said Tarang Amin, Chairman & CEO, e.l.f. Beauty. “Seeing more than half of our program graduates already serving on boards reinforces what we have long believed: when talented leaders are given the opportunity, they thrive.”   Congratulations to our newest cohort. We’re honored to be part of your journey and look forward to seeing the impact you’ll make in future boardrooms!

We just dropped a new Zero Distance Substack that goes deep on craft, culture and courage with filmmaker and e.l.f. Maker Radha Mehta. 🎬 Radha is a civil engineer turned AFI-trained filmmaker, musician, and visual artist who is one of five WIF Fellows in our e.l.f. Makers program with Women in Film. She’s the kind of disruptor with a kind heart we live for.  Her short film SŪNNA (Hindi for “listen”) follows Lakshmi, a young Indian musician facing sudden hearing loss. Through memory, touch and cultural connection, she finds her way back to self. Radha shares why she waited for the right signal before bringing SŪNNA to life. It’s a masterclass in trusting timing and championing your truth.  She breaks down how musicianship and vibration shaped the film’s language, from sound design to silence, inviting audiences to feel music through the body, memory and emotion.  Founded in 1973, Women in Film has championed gender equity in the screen industries for 50+ years through advocacy, career development and research. Together, WIF and e.l.f. Cosmetics launched the e.l.f. Makers program to support bold filmmakers shaping culture.  Read our latest Substack below: Interview with e.l.f. Maker Radha Mehta. Then drop your favorite takeaway in the comments so our e.l.f.z can share the love. 👇  https://lnkd.in/gRXMcZUT