# Elf Beauty CEO on Gen Alpha, Record Sales and Global Expansion CEO Tarang Amin details record growth and strategy for capturing Gen Alpha consumers. - **Source:** [Vogue](https://www.vogue.com) - **Published:** 2026-11-06 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/abed6491-600a-4312-802a-658b8ce401bc ## Record Financial Performance Elf Beauty reported its 31st consecutive quarter of net sales growth, reaching $520.8 million in Q2 2027. This represents a 51% increase compared to the previous year. The company also saw its adjusted EBITDA climb 86% to $123.4 million, while gross margins expanded by 160 basis points to reach 71%. ## Strategic Brand Portfolio The company’s portfolio includes Elf, Rhode, Naturium, and Well People. Following a series of acquisitions, including the $1 billion purchase of Rhode, the firm has successfully diversified its offerings. CEO Tarang Amin confirmed that every brand within the portfolio contributed to the overall growth observed during the most recent fiscal quarter. ## Expanding Into New Categories Elf Beauty is aggressively entering new segments like haircare and fragrance to leverage brand elasticity. The new haircare line, launched with a curated six-product range, quickly became a top 20 brand at Target within three months. These products maintain the company's signature value proposition, with all items priced at $10 or under. ## Targeting Gen Alpha Consumers The company is actively capturing Gen Alpha, building on its success with millennials and Gen Z. Amin notes that these younger consumers are digitally savvy and prioritize company values, such as cruelty-free and vegan certifications. Elf engages this demographic through platforms like Roblox and Twitch, focusing on community-building rather than traditional advertising. ## Global Retail Footprint Growth While 75% of the business remains in the US, international expansion is a key priority. Recent launches include a partnership with Sephora in Europe across 19 countries, which marked the retailer's largest launch ever. Additionally, the brand has achieved significant success in Brazil, Mexico, and India through strategic retail and e-commerce partnerships. ## The Value-Driven Business Model Accessibility remains the core pillar of the company's business model. By democratizing prestige-quality products, Elf maintains an average unit retail price of $7 for cosmetics and $10 for skincare. Amin emphasizes that the company will not enter the luxury segment, as their primary focus is providing superior value to cost-conscious consumers. ## Community-Centric Marketing Strategy Elf Beauty differentiates itself by avoiding traditional beauty industry playbooks. Instead, the brand engages with its community through music, women's sports, and branded experiences on digital platforms. This broader engagement strategy allows the company to connect with consumers beyond simple product transactions, fostering long-term brand loyalty across multiple generations and regions. ## Future Outlook and Affordability Looking ahead, the company has updated its fiscal 2027 guidance, projecting net sales of $2 billion. Amin believes the firm is uniquely positioned to thrive amid economic uncertainty, as affordability remains a primary concern for US shoppers. The company plans to continue executing its disciplined rollout strategy to capture further market share. ## Sources covering this story - https://www.vogue.com/article/elf-beauty-ceo-on-gen-alpha-record-sales-and-cracking-the-us — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._