E.l.f. Priming Alicia Keys Brand, Fans For Global Launch: ‘The World Is Craving A Brand With Soul’
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.
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E.l.f. Skin, now the fourth brand in the firm’s portfolio alongside e.l.f. Beauty, W3ll People, and Keys Soulcare, includes new Blemish Breakthrough and Pure Skin lines of clean, kind products priced at $14 or less.
E.l.f. will raise prices by $1 across SKUs where it has the most pricing power, while maintaining its lowest-priced items where they are now, CEO Tarang Amin said during the firm’s fiscal 2022 third-quarter earnings call. The company raised guidance for the full year, now targeting net sales up to $379m.
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.