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Corporation
CONSUMER PRODUCTS & SERVICES | Personal / Eyewear
elfcosmetics.com

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Founded Year

2004

Stage

IPO | IPO

Date of IPO

9/22/2016

Revenue

$0000 

About e.l.f. Cosmetics

e.l.f. is one of the most exciting and innovative companies in the beauty industry. e.l.f. offers high-quality, prestige-inspired beauty products for e yes, l ips and face at extraordinary value, with the majority of its items retailing for $6 or less.

e.l.f. Cosmetics Headquarter Location

570 10th Street

Oakland, California, 94607,

United States

510-778-7787

Latest e.l.f. Cosmetics News

How To Grow Your Brand On TikTok: Deconstructing e.l.f. Cosmetics’ Success

Aug 25, 2021

Over the past year, e.l.f. has mastered the platform. They’ve amassed 330K followers, nearly 9 million likes, and created one of the most popular trending songs on the platform. For beauty brands targeting Gen Z, not having a TikTok is as bad as not having a website. GenZ is spending 23% more on makeup than previous generations. However, there is more competition than ever. If brands want to successfully grab the attention of the under-25 crowd, they have to speak the language of Gen Z’s No. 1 platform. TikTok has exploded to over 100 million users in the U.S., and Gen Z accounts for more than 60% of those users . It’s the first non-Facebook app to generate more than 3 billion downloads worldwide. e.l.f was an early adopter of the platform. To become the most dominant makeup brand, they adopted TikTok’s Flicker, Flash, Flare content strategy . It’s a framework developed by TikTok which they’ve encouraged brands to adopt. e.l.f implemented the TikTok content strategy flawlessly. Here’s how: Flicker Content—Reactive Flicker content is quick-turn and reactive. It’s what TikTok is known best for–hashtag challenges, sounds, or trends that spread quickly throughout the platform. For example, e.l.f regularly jumps on #getreadywithme videos. The trend is one where people highlight a variety of makeup routines or outfits for a day or night out. e.l.f has participated in this trend by working with content creators to incorporate e.l.f products into their daily routines then feature the content on their channels. Other examples include using sounds, like this one using a popular Love Island soundbite. Or tapping into macro trends like Y2K looks (which has become wildly popular on the platform). Duet/reaction videos is another use case. Flash Content—Proactive Flash content is planned and/or episodic content. These can be more produced than a typical TikTok. According to TikTok, these should bring the brand’s story to life in an original, entertaining way or highlight product attributes. They can incorporate elements such as recurring storylines or formats. e.l.f. creates a great deal of flash content. They regularly post skincare routine and makeup tutorials , and product hauls . They consistently feature the same talent and maintain a consistent aesthetic and format. https://www.tiktok.com/@elfyeah/video/6983789905868590341?sender_device=pc&sender_web_id=6891763673312937478&is_from_webapp=v1&is_copy_url=0 Flare Content–Large-Scale Campaign Initiatives Flare content is meant to be created a handful of times a year. It’s for major brand moments such as product launches or campaigns and should drive participation. TikTok recommends branded hashtag challenges, lenses, and influencer collaborations as go-to flare tactics. e.l.f. took it one step further and commissioned their own song “ Eyes. Lips. Face. (e.l.f.) .” After calling on influencers to get the trend started, they challenged TikTokers to use it as a sound in their makeup routine videos– 1.4 million users have. “Eyes. Lips. Face. (e.l.f. )” has over 23 million streams on Spotify. For context, that’s more than many Taylor Swift songs. Brands NOT on TikTok, you are missing a huge opportunity. TikTok provides 118% organic reach and an average 8% engagement . Compare this with Facebook or Instagram, where you’re lucky if you get 2% organic reach. In short, it’s worth the investment. TikTok is known for casual, effortless content, but there is a clear formula that brands who find success on the platform employ. Implementing a flash, flicker, flare model for content strategy can offer a clear roadmap for building and growing your audience. If a smart TikTok strategy helped e.l.f. drive triple-digit sales growth while the rest of the industry suffered, just think what could it do for your brand. Brendan Gahan is Partner & Chief Social Officer at independent creative agency Mekanism. Gahan blogs regularly about social media advertising and influencer/screators at brendangahan.com . Related Stories

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Research containing e.l.f. Cosmetics

Get data-driven expert analysis from the CB Insights Intelligence Unit.

CB Insights Intelligence Analysts have mentioned e.l.f. Cosmetics in 3 CB Insights research briefs, most recently on Jun 23, 2021.

Expert Collections containing e.l.f. Cosmetics

Expert Collections are analyst-curated lists that highlight the companies you need to know in the most important technology spaces.

e.l.f. Cosmetics is included in 2 Expert Collections, including Beauty & Personal Care.

B

Beauty & Personal Care

1,683 items

Startups in the beauty & personal care space, including cosmetics brands, shaving startups, on-demand beauty services, salon management platforms, and more.

C

Consumer Packaged Goods ( CPG )

4,148 items

e.l.f. Cosmetics Patents

e.l.f. Cosmetics has filed 7 patents.

The 3 most popular patent topics include:

  • Honeycombs (geometry)
  • Technical drawing
  • House types
patents chart

Application Date

Grant Date

Title

Related Topics

Status

8/22/2018

3/17/2020

House types, Technical drawing, Honeycombs (geometry), Security, Retailing

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8/22/2018

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3/17/2020

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Related Topics

House types, Technical drawing, Honeycombs (geometry), Security, Retailing

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Status

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e.l.f. Cosmetics Web Traffic

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Page Views per User (PVPU)
Page Views per Million (PVPM)
Reach per Million (RPM)
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