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Kristen Vinakmens's avatar

Love everything Elf is doing, so thank you for this. I especially loved the insight about how they drive innovation at lightning speed by doing product development, R&D, and marketing at the same time. And the Liquid Death collab made perfect sense, as they are both brands that think like entertainment brands.

I also think the Blake Lively launch is super smart. Zeroing in on hair is great because they're not competing against a ton of other celeb haircare brands (unlike in the makeup category). Blake's hair is pretty amazing - I'm very intrigued to try this!

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Aileen's avatar

So, ELF. I am 39 and have not purchased drugstore makeup since I was a teenager. I now own 3 ELF lip glosses (Sun Boss SPF) and they are SO GOOD (and $7). Contemplating the tubing mascara and setting spray. And, honestly, at those prices, WHY NOT? I love knowing they are an interesting company. Also, love Naturium. This deep dive was extremely interesting - thank you!!

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Sabena 🪄's avatar

they are so good!!! They truly have figure out price and quality

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Simran's avatar

I love this feature on Elf! I love the brand and the products so much, especially as I'm working on reducing my consumption of makeup brands. My favourite thing about them is how unabashed they are about being the dupe maestro of makeup ◡̈

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Sabena 🪄's avatar

yes! I love that they lean into dupes — it feels authentic and like they’re speaking to their customer

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Nitika Chopra's avatar

This newsletter hits every single week! Love it and also glad to know what E.L.F. Stands for.

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Cate Scott Campbell's avatar

Have saved this E.l.f. breakdown for a deep dive: thank you! (Also thrilled to finally know what E.l.f. stands for!)

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Sarah Shapiro's avatar

Love all of this and the big launches this week. So many good ones.

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