‘Culture moves at the speed of a swipe’: Why Elf Beauty considers itself as much an entertainment company as it is a beauty brand
When Elf Beauty was founded more than 20 years ago, the idea of consumers buying beauty products online was something of a novelty. But in 2026, consumers are willing to buy cosmetics on digital platforms, and online behavior is evolving faster than most businesses expect. Elf, which owns Elf Cosmetics, Naturium, and Hailey Bieber’s Rhode … Read more
