E.l.f. Beauty's success stems from disrupting norms, shaping culture, and connecting communities. CEO Tarang Amin discusses how the brand balances affordability with quality, exemplified by their $5 concealer comparable to a $32 prestige item, and navigates tariffs by diversifying its supply chain. A key to e.l.f.’s strategy is engaging with Gen Z and millennial customers through platforms like TikTok, demonstrated by their commissioned song and makeup artist challenge, and aligning with values like cruelty-free practices and Fairtrade certification. Amin emphasizes the importance of a diverse team, reflecting the community they serve, and shares leadership lessons from Coach K, focusing on teamwork and communication.
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