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e.l.f. Beauty’s Growth Formula: TikTok, Clean Products and a Clear Brand Mission

Retail TouchPoints

Beauty invested heavily in bolstering its digital capabilities even further as more consumers shopped direct via the company’s online properties. Although the retailer already had a strong digital heritage that supported data-driven innovation and risk taking, e.l.f. Lufu also will use her status to introduce e.l.f. products to her male fans.