‘Culture moves at the speed of a swipe’: Why Elf Beauty is as much an entertainment company as a beauty brand

'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

Is elf Beauty (ELF) Transforming Entertainment Marketing into a Sustainable Brand Moat?

ELF 1 Year Price Chart

Elf Beauty recently launched “Vanity Vandals,” a true crime-inspired visual from its elf Cosmetics TCL Chinese Theater brand, supported by limited-time product packages and a social contest to deepen customer engagement. The campaign highlights how elf is using entertainment content to reinforce its cultural relevance and strengthen its connection with busy beauty fans. We will … Read more