E.l.f. Cut Down To Size As US Distribution Gaps Shrink, Fans’ Eyes Wander

After recording boast-worthy sales increases of 20% and 18% in fiscal 2016 and 2017, respectively, e.l.f.’s growth is tapering off faster than anticipated. The company will counter with brand investments, better storytelling and sharper product mix in retailer doors, among other initiatives.

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In an increasingly competitive mass beauty environment, e.l.f. Beauty, Inc. aims to be more strategic about raising brand awareness, promoting star products and optimizing retailer shelf space without compromising its value proposition or speed-to-market strengths.

Chairman and CEO Tarang Amin discussed e.l.f.’s plans for revving the growth engine during the company’s Aug. 8 call regarding...

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