E.l.f. Beauty Taps The Brakes, But Still Nothing But Open Road Ahead

With its mission "to make luxurious beauty accessible to all," e.l.f. is on track to post 17% growth in fiscal 2017. The Oakland, Calif.-based firm expects its gains to slow going forward, but leadership remains confident in the business model, which emphasizes speed to market with on-trend innovation at value prices.

Bumpy road crossing plains at sunset

The widely reported slowdown in US mass cosmetics may finally be catching up with e.l.f. Beauty, Inc., but the firm continues to expect robust growth for the foreseeable future as it accelerates its mission to provide young, diverse cosmetics enthusiasts with high-quality products at value prices.

The Oakland, Calif.-based company, which went public in September 2016, announced Jan. 8 that it is adjusting its outlook for...

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