.elfcosmetics posted a sharp 50 percent sales increase for the most recent quarter.
E.l.f. Beauty posted a sharp 50 percent sales increase for the most recent quarter, driven by upticks across categories, including makeup.
For the three months ended June 30, E.l.f.’s sales jumped 50 percent to $97 million. Net income was $8.3 million. E.l.f. has seen success expanding its Putty Primer franchise to include an acne-fighting product, and just launched Big Mood Mascara, which Amin said he expects to be a hit. “I’m very bullish on the category,” Amin said of makeup. “You’re going to have some level of volatility depending on temporary restrictions, but overall we’re on the right trajectory.” For the Big Mood Mascara launch, E.l.f.
“We’re seeing really strong ROI across the board,” he said. E.l.f. has plunged more quickly into new marketing territories than most brands, and was early to TikTok and Twitch. Amin said 70 percent of E.l.f.’s consumers play video games, and 65 percent watch on different platforms.
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