‘Culture moves at the speed of a swipe’: Why Elf Beauty is as much an entertainment company as a beauty brand
When Elf Beauty was founded more than two decades ago, the idea that consumers could buy beauty products online was a novelty. But in 2026, consumers are happily buying cosmetics on digital platforms, and their online behavior is changing faster than most companies could have anticipated. Elf, which owns Elf Cosmetics, as well as Rhode’s … Read more
