e.l.f. Beauty reveals gains from digital investments

e.l.f. Beauty said its sales rose 11 percent to $283 million during the fiscal 2020 and it grew its gross margin to 64 percent.
e.l.f. Beauty digital investment

It delivered adjusted EBITDA of $63 million while almost doubling investment in marketing and digital.

Of the top five color cosmetics brand in the U.S., e.l.f. Beauty grew the most market share in FY 2020 with 4.8 percent of the market up 50 basis points. e.l.f. Beauty increased rank in Piper Sandler’s teen survey from sixth favorite brand amongst teens last year to fourth this year reflecting growing relevance with Gen Z.

e.l.f. Beauty achieved sales spikes in product that went viral on TikTok including Bite Sized eye shadow palettes and existing lip exfoliator and gentle peeling exfoliant.

Elfcosmetics.com, the number one mass cosmetics e commerce site, powers its digital ecosystem. It achieved double digit growth in traffic and new consumers to elfcosmetics.com thanks to its digital-first approach.

e.l.f. Beauty said its Beauty Squad loyalty program grew to 1.8 million members. It enabled social shopping to connect consumers through unified social storefront across retailer dot-coms. Consumption in retailer dot-coms and Amazon was up over 50 percent.

The new e.l.f. mobile app has over 60,000 downloads. The app incorporates features such as augmented reality, receipt scanning and access to our recently introduced e.l.f. Discovery and e.l.f. Cares content hubs.

The brand achieved triple digit growth in sales on elfcosmetics.com and a number of retailer dot-coms in the past few weeks.

e.l.f. Beauty redeployed the $13.7 million of savings from e.l.f. stores to digital and national retailer business. e.l.f. Beauty closed 22 e.l.f. stores in February of 2019.

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