After surpassing the earnings expectations of Wall Street, E.l.f. Beauty CEO Tarang Amin shared with CNBC’s Jim Cramer the company’s rapid growth and expansion of its consumer base across various countries and age groups. Amin praised E.l.f.’s successful marketing and social media strategy, particularly emphasizing its role in the company’s global success. He mentioned a 119% increase in international business in the last quarter, with notable growth in the U.K., Canada, and Italy. Following an 85% sales growth during the holiday quarter, the company raised its guidance for the third consecutive time on Tuesday. Amin highlighted the company’s entrance into the Italian market and its rapid rise to becoming the number one brand with DOUGLAS. He attributed this success to E.l.f.’s universal value proposition and strong presence on social media, particularly in Italy.
Amin revealed that E.l.f. garners popularity not only among Gen Z but also with Gen X and Millennials. He added that the company is expanding its audience to include Gen Alpha. E.l.f. achieved viral success on TikTok and made significant progress on streaming platforms such as Twitch and through its game on Roblox. Furthermore, the company utilized traditional advertising—such as releasing a Super Bowl commercial featuring actor Jennifer Coolidge last year, and plans to feature a commercial this year with Judge Judy and the cast of the television show “Suits.” Amin explained, “Our strategy is we want to live and follow where our community lives, and so we’re always looking at what is engaging them, where are they spending their time.”
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