Hailey Bieber, AI and fast launches: how e.l.f. Beauty is winning - Masters of Scale Recap

Podcast: Masters of Scale

Published: 2026-02-26

Duration: 31 min

Summary

e.l.f. Beauty is leveraging unique partnerships, including with Hailey Bieber, to disrupt the beauty market while maintaining a commitment to accessibility and diversity. CEO Tarang Amin emphasizes the importance of cultural relevance and speed in product development to drive success.

What Happened

In this episode, Bob Safian sits down with Tarang Amin, the CEO of e.l.f. Beauty, to discuss the innovative strategies that have propelled the brand to new heights. Amin highlights e.l.f.'s commitment to moving at the 'speed of culture,' evidenced by their recent Super Bowl ad featuring Melissa McCarthy, which not only resonated culturally but also led to an immediate increase in sales. The ad's success was amplified by its airing on Univision, reaching a broader audience and celebrating the brand's inclusivity.

The conversation also dives into e.l.f.'s recent acquisition of Hailey Bieber's brand, Rode, which has seen remarkable growth. Amin praises Bieber for her thoughtful approach as a founder and notes the fervor surrounding her brand, which has achieved significant sales within a short time frame. This partnership aligns with e.l.f.'s vision of democratizing beauty, offering high-quality products at accessible prices, and maintaining a diverse and inclusive team composition, which Amin believes is a key competitive advantage for the company. He emphasizes that affordability is a strategic focus, with a large portion of their products priced at $10 or less, countering the notion that low prices equate to lower quality.

Key Insights

Key Questions Answered

How did e.l.f. Beauty's Super Bowl ad impact sales?

Tarang Amin states that the Super Bowl ad featuring Melissa McCarthy had the desired impact, stating they are known for moving at the speed of culture. The ad not only resonated culturally but also resulted in an immediate pickup in sales following its airing, showcasing the effectiveness of aligning marketing strategies with cultural moments.

What role does Hailey Bieber play in e.l.f. Beauty's growth?

Hailey Bieber is described by Amin as a thoughtful founder whose brand Rode has experienced impressive growth, going from zero to $212 million in net sales in less than three years. This partnership is significant for e.l.f. as it opens doors to new markets, with Amin noting that the brand's launch in Sephora was the biggest ever for the retailer.

How does e.l.f. maintain affordability in its products?

Amin explains that e.l.f. has always focused on providing high-quality products at accessible prices, with 75% of their portfolio priced at $10 or less. This strategy is intentional, aiming to democratize beauty and make it accessible to a broader audience while challenging the notion that quality must come at a high price.

How has e.l.f. responded to tariffs affecting pricing?

The company has had to navigate a challenging tariff environment, with Amin mentioning that they have been subject to tariffs since 2019, currently averaging around 60%. Despite these challenges, they have only raised prices a handful of times and have implemented a pricing strategy that reflects their commitment to affordability.

What is the significance of e.l.f.'s diverse workforce?

Amin highlights that e.l.f. has a board composition of 60% women and 40% diverse members, which is rare among public U.S. companies. This diversity, alongside a workforce that is 76% women and predominantly Gen Z and millennial, is considered a competitive advantage that influences the company’s culture and market approach.