e.l.f.’s Strategy for Staying on Top
Indigo 9 Digital
MARCH 8, 2023
used a few TikTokers to promote the challenge and then celebrities like Lizzo, Reese Witherspoon and Ellen joined in. Since then it has acquired wholesale accounts with many retailers with Target and Walmart representing about 50% of e.l.f.’s In 2013 e.l.f In 2019 when most brands were wondering if TikTok was a fad e.l.f.
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