Masters of Scale Hailey Bieber, AI and fast launches: how e.l.f. Beauty is winning
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Feb 26, 2026 Tarang Amin, CEO who turned e.l.f. Beauty into a fast-moving, values-led disruptor. He talks rapid product cycles and hands-on AI experiments. He explains bold cultural moves like the Hailey Bieber partnership and being channel-agnostic from Dollar General to Sephora. He also covers community-driven launches, supply chain shifts, and why speed and conviction matter.
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Move Fast By Betting On Cultural Moments
- e.l.f. moves at "the speed of culture" by spotting moments and launching bold creative like a Super Bowl spot tied to Bad Bunny's halftime moment.
- The Melissa McCarthy ad ran in the U.S. and Univision in Mexico and produced immediate sales uplift and strong cultural response.
Hailey Bieber's Rhode Went From Zero To $212M
- Tarang describes Hailey Bieber's Rhode success as founder-led, growing to $212M in under three years DTC from just 10 products.
- e.l.f. launched Rhode into Sephora North America and UK as record-breaking Sephora launches, then expanded to Australia/New Zealand.
Democratize Prestige With Targeted Product Dupes
- e.l.f.'s strategy is to democratize prestige: match prestige product performance but at dramatically lower prices like a $5 concealer versus $32 alternatives.
- Tarang cites the new soft satin concealer priced at $5 compared to a $32 rival as deliberate positioning.