E.L.F. BEAUTY

Experience matters--especially when it’s paired with a commitment to representation. In e.l.f. Beauty's latest installment of Change the Board Game Board Stories, we highlight Rob Smith, a retail industry veteran with 40 years of experience in the retail industry and over a decade-long board career. As a leader focused on inclusivity, Rob welcomes diverse perspectives and encourages others to do the same in the boardroom. He also shares candid reflections on how his lived experiences shaped his leadership and how his mentors and allies helped him navigate the challenges of corporate boards. One key lesson Rob learned? Boards must reflect the communities and customers they serve. Early in his board journey, he encountered a board that didn’t, so he worked to ensure that diversity and representation became a core priority, creating more meaningful impact and better business outcomes. In 10 years, the business doubled in size under a more dynamic and diverse corporate board. Rob’s story is a powerful reminder that lived experience, inclusion and authenticity aren’t just values. They’re strategic advantages. 🔗 Learn more about the coalition and how to join at ChangetheBoardGame.com 

What does kindness sound like? 👂 We went on a little sound journey with our friends at Beekman 1802, kindness.org and the Sonic Institute to find out. 🔍 Together with Dr. Brent Ridge, MD, Dr. Oliver Scott Curry and Adrian DiMatteo, we explored how certain sounds can shift your mood, calm your mind and open your heart. ✨ When we talk about the sound of kindness, it's really about how connection feels when we show up for each other with care. 💗 Our biggest learning moment? Dr. Curry, Research Director at kindness.org, noted that workplaces with kindness embedded within their culture have a happier workforce. 😊 "Lots of research has shown that kinder companies do better. They have happier employees and kindness is good for the bottom line," he said. 📈 So kindness isn't just something you can see, hear or do—it's something you can feel. 💫 At e.l.f. Beauty, kindness is central to everything we do. It guides our vision to create a different kind of company that connects communities through positivity, inclusivity and accessibility. 🌈 Because when we listen with kindness, we make space for more empathy, more joy and more e.l.f.ing positivity in the world--for every eye, lip and face. 👁️👄👩 So go ahead, turn up the volume on kindness. 🔊

Can you hear kindness? 👂 ☺️ Research compiled by Kindness.org shows that moments rooted in kindness--including natural and socially uplifting sounds--can reduce stress, boost mood and inspire more positive interactions. 🙌 So this World Kindness Day, e.l.f. Beauty and our friends at kindness.org and Beekman 1802 are here with the Sounds of Kindness to break the doom-scrolling cycle and bring a little more light to your feed. ✨ From ASMR soundscapes and self-care audio rituals to baby goat bleats in Roblox and a deep dive into the science of sound on Twitch, e.l.f. Beauty’s symphony of sounds is designed to shift your social algorithms and brighten your day. 🤗 🎧 Here’s the lineup:  ✨ e.l.f. Cosmetics & e.l.f. SKIN — ASMR reimagined as calming natural soundscapes for mindfulness  🌿 Well People — A sunny meadow chorus of birds and nature  🔔 Keys Soulcare — A soothing sound bath of bowls and chimes for inner calm  💧 Naturium — The rhythmic wash of water, celebrating consistent self-care  🛁 rhode — Tranquil bubbles and running water for ritualized peace  🐐 Beekman 1802 — Joyful baby goats, the sound of neighborly kindness  ☀️ Kindness.org — “You Are My Sunshine,” set to real moments of human connection Kindness is contagious and with sound as our spark, we aim to fuel kindness through positivity, build a movement of collective goodness and support emotional well-being for every eye, lip and face. 💕 Bonus: Tune into e.l.f. YOU! on Twitch at 4 p.m. EST for a live stream exploring the science of sound and its power to connect us all. 🎥 So, how will you turn up the kindness today? 🔊🫶

Aditya Madiraju gives an e.l.f. about representation and why everyone deserves to see themselves reflected in the world around them. 💫     In the latest Give an e.l.f. episode, the creator celebrates blush that shows up on brown skin, champions inclusivity for the LGBTQIA+ community and shows how advocacy can help make spaces more equitable for all. 🏳️🌈     At e.l.f., we’re committed to amplifying underrepresented voices, empowering individuality and creating meaningful impact alongside bold disruptors like Aditya and our community, who inspire everything we do. 🫶    We’re continually inspired by organizations like It Gets Better, whose mission is for LGBTQ+ youth everywhere to know that their stories matter, their voices are powerful and their presence changes the world. Their work reinforces why visibility and advocacy matter--always. ❤️    With voices like Aditya’s leading the charge, it’s a reminder that representation and inclusivity aren’t just ideals--they’re actions that inspire the next generation. ✨    🔗 Discover how we give an e.l.f. in our fourth annual impact report:  Elfbeauty.com/impact 

Meduulla knows voices can change the world--and she’s using hers to move culture forward, because every voice matters. 🎤 That belief is at the heart of our fourth annual Impact Report, built around the theme of “the every." 💕 We’re committed to celebrating every voice, empowering people to express their individuality and driving the meaningful conversations that spark real change. 💥 And we’re proud to continue this mission with bold disruptors like Meduulla, who gives an e.l.f. about turning up the volume on what matters most. 🔊 In our latest Give an e.l.f. episode, Meduulla shares what she stands for: ✨ Self-expression ✍ The power of words 🎵 Hip-hop 🤝 Unity Through bold disruptors like Meduulla and our Impact Report, we continue to champion people, the planet and the communities we serve. 🌟 This commitment to inclusivity, positivity and accessibility is at the heart of everything we do. 💜

When it comes to giving an e.l.f., Amanda Nguyen leads by example. 🚀 In the latest episode of our “Give an e.l.f.” series, the Nobel Peace Prize-nominated activist, astronaut and founder of Rise shares how she’s turning purpose into progress, from changing civil rights laws to championing women’s rights around the world. 💪 Amanda’s mission to democratize justice perfectly aligns with e.l.f.’s values of empowerment and accessibility. Her path from rewriting laws to training for space exploration embodies what it means to reach for the stars--literally and figuratively. 🌟 She gives an e.l.f. about inspiring others to dream big and take action for change, showing future generations that no dream is too astronomical to chase. Her resilience reminds us that purpose can move worlds--and inspire new ones. 🔥 We’re proud to partner with Amanda as part of our fourth annual Impact Report, celebrating those who turn passion into progress. 🩷 🔗 Discover how you can give an e.l.f. about what matters most in our Impact Report: https://lnkd.in/e-FSVxXj 

Every quarter is a chance to show what’s possible when purpose powers performance. ✨ e.l.f. Beauty is proud to report that Q2 marked our 27th consecutive quarter of net sales growth, putting e.l.f. Beauty in a rarefied group of high-growth companies. “Our Q2 results, which included 140 basis points of market share gains for our namesake e.l.f. brand and a record-breaking launch of rhode in Sephora North America, are a continuation of the consistent, category-leading growth we’ve delivered over the past 27 quarters,” said Tarang Amin, e.l.f. Beauty’s Chairman and Chief Executive Officer. Our mission remains clear: to make the best of beauty accessible to every eye, lip and face. We delight our community and embrace change while believing that anything is e.l.f.ing possible. 💫 We also use our platform to make a positive difference in the world. This commitment was recently spotlighted in our fourth annual Impact Report. This year's theme centers around “the every,” reflecting our unwavering dedication to inclusivity and accessibility. Looking ahead, we’re in the early innings of unlocking our full potential. 🚀 To our incredible e.l.f. family, partners, and fans: Thank you for being part of our journey to disrupt norms, shape culture and connect communities through positivity, inclusivity and accessibility. 💕 

Billie Jean King has spent her life fighting for equality and representation--from the tennis court to the boardroom and beyond. 🎾👑 “I’ve been fighting the good fight for almost 70 years,” she says in our new Give an e.l.f. campaign, where she shares she’s committed to fighting for boardroom diversity, women in sports, equal pay and freedom. At e.l.f. Beauty, we share that commitment. Billie's leadership and dedication inspire our ongoing work to create a more inclusive, equitable world for every eye, lip and face. 💖👁️👄👩 We're proud to support women in sports through partnerships with leaders and organizations like Billie Jean King Foundation, Katherine Legge, Kendall Coyne Schofield, the National Women's Soccer League (NWSL) and Tottenham Hotspur Football Club. 🏆 By celebrating and elevating women athletes, we create platforms where their voices, talent and achievements can shine. It's important since data shows that 90% of executive women played sports when they were younger and 85% of women who played sports credit those experiences for their professional success. 💼 Through our Change the Board Game initiative, we've built a coalition of 140+ leaders and organizations working to make corporate boards more accessible and representative. When more women and diverse leaders have a seat at the table, we all benefit. 🤝 We're proud to put these values into practice: e.l.f. is one of only five publicly traded U.S. companies with a board that's 67% women and 44% diverse. 👏 Our 2025 Impact Report highlights this progress and the many ways we're translating purpose into action--showing that representation matters and measurable results follow. ✅ Billie changed the game, and together with our community, we're helping ensure that every voice is heard--and more doors are open. 🚪🔑 What do you give an e.l.f. about? https://lnkd.in/e-FSVxXj 

Our disruptive marketing engine is one of our superpowers. And when it comes to Changing the Board Game, we have our sights set on a cultural and societal norm that has dominated corporate boardrooms: So many Dicks, so few of everyone else. Our now 18-month campaign that champions companies to create leadership teams--including their C-suites and boards--that look like the communities they serve is as resonant today as it was on the day it launched. It’s all built on the insight that there are more Richards, Ricks and Dicks on corporate boards in the U.S. than entire groups of underrepresented people. CHANEL CEO Leena Nair is using her microphone to share a story about an AI result gone wrong: She visited Microsoft and asked their AI tool to create a photo of the Chanel leadership team at the HQ. According to Fortune, what came back was all men … for a company that has an employee base of 76% women, including its CEO. But with AI responses increasingly being accepted as truth, the best route to better results might not be updating the answers but instead fixing the source issue: Change the Board Game. We do believe at e.l.f. that businesses have a role to play in creating societal good. We also believe that businesses that represent the communities are better at understanding and serving their customers.

We were proud to see our Give an e.l.f. campaign and fourth annual Impact Report featured in a two-page spread in The New York Times Sunday edition. 📰 The campaign reflects what drives us every day at e.l.f. Beauty: using our platform to make a positive impact on people, the planet and the communities we serve. 🌎 Through Give an e.l.f., we’re shining a light on the causes that matter most, from representation and inclusivity to sustainability, advocacy and ethical practices. ✨ We believe beauty can be both accessible and responsible and that progress happens when we lead with purpose. 💡 Seeing this message reach millions of readers reinforces why we do what we do: to make the best of beauty accessible to every eye, lip and face while creating meaningful change along the way. 💖 Every campaign reminds us that leading with purpose is a daily practice and that there’s always more to learn. 📚 Because giving an e.l.f. reminds us that when care leads the way, impact follows. 🤝 Find out how we put heart into all we do in our Impact Report: https://lnkd.in/e-FSVxXj