e.l.f. Beauty's Billion-Dollar Glow-Up: CFO Mandy Fields on rhode, Tariffs & Global Expansion

Core Insights - E.L.F. is experiencing significant growth, highlighted by the acquisition of Road by Haley Bieber and plans for aggressive international expansion [1][38] - The company's marketing strategy has evolved, with marketing spend increasing from 7% to 24-26% of net sales, focusing on community engagement and celebrity partnerships [3][4][5] - E.L.F. aims to become the number one brand in color cosmetics, expand its skincare category, and increase international sales, which currently account for less than 20% of total sales [16][18] Marketing Strategy - Marketing is central to E.L.F.'s operations, with a substantial increase in marketing investment leading to high returns on investment [4][5] - The company partners with celebrities to enhance brand visibility and engagement, with successful collaborations including Alicia Keys and Haley Bieber [6][10] - E.L.F. maintains a consistent marketing spend across its brands, focusing on overall brand performance rather than individual celebrity influence [11][14] Growth Strategy - E.L.F.'s growth strategy is anchored in three key areas: leading in color cosmetics, expanding skincare, and increasing international presence [16][18] - The acquisition of Ntorium has significantly boosted E.L.F.'s skincare sales, which previously accounted for 9% of total sales and have since doubled [19] - The company is actively exploring international markets, leveraging community demand and partnerships with retailers like Rossman in Germany and Sephora in Australia [30][32] Financial Performance - E.L.F. has a strong cash position and is focused on investing in brand growth and infrastructure, including a recent SAP implementation [54][55] - The company has implemented a $1 price increase across all products as a strategy to mitigate tariff impacts, receiving positive feedback from consumers [52][53] - E.L.F. is cautious about providing future financial guidance due to uncertainties surrounding tariffs, which currently stand at approximately 55% [58][64] Supply Chain and Tariffs - Approximately 75% of E.L.F.'s supply chain is still based in China, down from 99% five years ago, as part of a diversification strategy [48][49] - The company is mitigating tariff impacts through pricing adjustments, supply chain diversification, and expanding international sales [50][51] Distribution Channels - E.L.F. recognizes the evolving landscape of beauty retail, with non-beauty retailers like Gap re-entering the beauty space to drive traffic [65][66] - The company emphasizes convenience in distribution, aiming to meet consumer demand across various retail channels [67]