The Rise of e.l.f. Beauty: Strategic Moves and Impactful Marketing

In the dynamic world of beauty, e.l.f. Beauty has quickly emerged as a frontrunner, particularly among Gen Z consumers. With its innovative marketing strategies—most notably its first Super Bowl advertisement in 2023—the company has significantly boosted its brand awareness and consumer engagement. CFO Mandy Fields shares insights into how e.l.f. Beauty is navigating this fast-paced landscape and building a strong foundation for future growth.

Building Brand Awareness

According to Mandy Fields, the company’s investment in high-profile advertising like the Super Bowl is driven more by long-term brand awareness than short-term financial returns. Over the past five years, e.l.f.’s brand recognition has soared from 13% to over 40%. Fields explains, “With only one in three women currently shopping e.l.f., we have a significant opportunity to connect with the two-thirds of women who are not yet customers.”

The strategic price point of e.l.f.’s products—approximately 75% priced at $10 or less—also plays a crucial role in appealing to consumers who are becoming increasingly selective with their spending.

The Advertising Strategy

In recent years, e.l.f. has adopted varied marketing strategies, continuously aiming to engage its audience effectively. The cost of a 30-second Super Bowl ad is substantial, reaching an estimated $8 million in 2025, but Fields notes that the marketing department evaluates a range of performance indicators from sales to social media engagement before and after campaigns. This methodology allows e.l.f. to fine-tune its approach based on real metrics.

Following a successful campaign featuring Jennifer Coolidge, e.l.f. took a novel approach in 2024 with a “Judge Beauty” ad. Instead of a traditional advertisement during the Super Bowl in 2025, the brand opted for a live watch-party experience, demonstrating their commitment to innovation in how they connect with audiences.

A Look Ahead

This year, e.l.f. anticipates even higher marketing spending, with expectations to allocate 24% to 26% of sales towards marketing. Fields highlights that the Super Bowl is just one component of this broader strategy, which includes increased investments in international markets and strategic collaborations.

Coming up, e.l.f.’s Super Bowl campaign will spotlight its best-selling Glow Reviver Lip Oil, featuring a telenovela-inspired theme with prominent actors such as Melissa McCarthy. This strategic move aims to not only target a broader audience but also connect with Hispanic households, which represent a significant portion of their consumer base.

Financial Performance

The brand’s investment strategy appears to be paying off, as evidenced by their recent financial report. For the quarter ending December 31, e.l.f. achieved notable financial success with net sales rising by 38% to $489.5 million. The addition of the Rhode skincare line has also boosted their revenue significantly, prompting the company to adjust its sales outlook positively.

Conclusion

e.l.f. Beauty’s rapid ascent in the competitive beauty market illustrates the importance of innovative marketing strategies and data-driven decision-making. As the company continues to evolve and adapt, leveraging high-profile advertising platforms and understanding consumer preferences, it sets a strong precedent for future brands in the industry. For consumers, e.l.f.’s commitment to affordability and accessibility ensures that quality beauty products remain within reach, no matter the economic climate.

As e.l.f. Beauty prepares for its Super Bowl appearance, it is clear that strategic marketing will continue to play a pivotal role in its journey toward greater brand recognition and consumer trust.