What Did US Consumers Buy With Stimulus Checks? E.l.f. Beauty Products, For One Thing
In the current economy, e.l.f.’s value messaging is resonating with new consumers, contributing to an 8% jump in its fiscal 2021 first-quarter sales. The company expects continued volatility, but is optimistic about its robust digital game, growing skin-care clout and a newly announced partnership with Alicia Keys that it says will yield much more than “just another celebrity beauty line.”
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Gen Z-focused E.l.f. Beauty Inc. booked 50% net sales growth in its fiscal 2022 first quarter with continued improvisation across social media platforms where mainstream players still hesitate to venture.
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Coming off its seventh consecutive quarter of net sales growth, E.l.f. expects big things from Keys Soulcare, its third and loftiest brand that is building an online community ahead of initial product launches and a global debut planned for the new year.