Breaking Down the E.L.F. Cosmetics Target Market

In response to Gen Z’s need for heightened brand values and interactive marketing and campaigns,  e.l.f. (Eyes. Lips. Face.) has created a brand that delivers bold authenticity, inclusive messaging and engaging digital experiences that foster community and drive cultural relevance. In doing so, the brand has cemented itself as the  #1 Favorite Gen Z Beauty Brand and earned a CommerceNexty award in the process.

From $1 Makeup to a Gen Z Favorite

Founded in 2004 by Joseph Shamah and Scott Vincent Borba, e.l.f. Cosmetics disrupted the beauty industry by introducing high-quality products at just $1, quickly becoming known for unbeatable affordability. 

What began as an affordable option transformed into a trendy, innovative brand that maintained its distinct identity and became renowned for expertly recreating or “duping” high-end, popular beauty products.

After its rebrand, e.l.f. released products and advertising with up-to-date branding that appeals to Gen Z aesthetics. Pictured is e.l.f. Cosmetics’ Latest Launch: “Glow Reviver Melting Lip Balm.”

The rebrand positioned E.L.F. as a leader in beauty innovation and allowed it to connect with Gen Z consumers who value budget-friendly options that cater to the generation’s values and aesthetics. According to Cosmetics Business, e.l.f. Is now the leading beauty brand for Gen Z consumers, with 35% of teens saying they have shopped for the drugstore beauty brand.

e.l.f. And Gen Z Brand Values: Ethics, Sustainability and Corporate Social Responsibility

Gen Z consumers prioritize ethically and sustainably produced beauty products. Transparency in these practices is critical to winning over Gen Z’s trust. Gen Z also values brands that practice corporate social responsibility, including values in authenticity, inclusivity and diversity.

e.l.f. lives up to these values through several initiatives. The brand is 100% cruelty-free and vegan-certified, ensuring that no animal-derived ingredients are used. The brand has also committed to clean beauty standards, avoiding over 1,600 harmful ingredients across its product lines. 

Sustainability is another core focus. e.l.f. has implemented. The brand uses eco-friendly packaging, including post-consumer recycled materials and continually explores ways to reduce its carbon footprint. 

To enhance trust, e.l.f. practices transparency by clearly sharing their product development practices and sustainability guidelines and goals on their website.

The brand also shows dedication to social issues by running purpose-driven campaigns such as “So Many ‘Dicks,’” that promoted diversity across U.S. corporate boards. e.l.f. also embodies these values internally. The company is one of only four U.S. publicly traded companies with a board comprising at least two-thirds women and one-third diverse members. Through these multifaceted efforts, e.l.f. exemplifies how brands can leverage their platforms to advocate for social change and align with Gen Z values.

The “So Many ‘Dicks’” campaign highlights e.l.f.’s commitment to inclusivity.

Reaching Gen Z via Social Media & Interactive Digital Campaigns

The brand’s early adoption of TikTok, including viral campaigns like the #eyeslipsface challenge, showcases its ability to create shareable content that resonates with younger audiences. The #eyelipface campaign became “the most viral TikTok campaign ever” with over 7 billion views and 5 million user-generated videos. 

e.l.f. additionally excels in engaging Gen Z through:

• Influencer Collaborations: Partnering with large influencers, such as Mikayla Nogueira, allows e.l.f. to tap into established Gen Z audiences. Additional partnerships with micro-influencers (10k–100k followers) and sharing of UGC maintains high-engagement, authenticity and relatability
• Platform Presence: Active on TikTok, YouTube, Instagram and even emerging platforms like Roblox, ensuring they meet Gen Z where they are.
• Interactive Campaigns: Launching initiatives like the “Glow for Glory Contest” in partnership with the National Women’s Soccer League to foster community and brand loyalty.

e.l.f.’s Instagram features UGC along with micro-influencer content.

e.l.f.. UP, an interactive game, allows players to build and manage their own virtual businesses inspired by e.l.f.’s product lines.

e.l.f Product Evolution: Pricing and Popular Picks

Balancing Affordability and Quality

e.l.f. challenges the notion that quality comes at a high price. The brand offers products that rival high-end competitors in performance but at a fraction of the price, with most products ranging from $1 to $25.

Popular products among Gen Z include:

• Poreless Putty Primer: Known for its smooth application and long-lasting effect.

• Halo Glow Liquid Filter: A versatile product that adds a radiant finish.

• Camo Concealer: Offers full coverage and is a favorite for its affordability and performance.

These products have gained viral attention, further cementing e.l.f.’s popularity among younger audiences.

Reaching Gen Z In-Store and Online

e.l.f. ensures product accessibility through a mature, omnichannel system that strategically connects in-store and online channels. This integrated approach includes:

• Brick-and-Mortar Retail Presence: e.l.f. products are stocked in major U.S. retailers like Target, Walmart and Ulta Beauty. 
• Online Platforms: e.l.f. operates a robust direct-to-consumer website and is available on third-party platforms like Amazon.

To bridge in-store and online experiences, e.l.f. practices the following:

• Unified Promotions and Inventory Visibility: Customers benefit from synchronized promotions across channels. Real-time inventory tracking allows e.l.f. to let customers check product availability at nearby stores directly from its website.
• Loyalty Across Channels: The e.l.f. Beauty Squad loyalty program allows customers to earn and redeem points whether shopping online or in-store, (or directly from e.l.f.’s site or other marketplaces), reinforcing brand loyalty regardless of the purchase channel.

e.l.f.’s loyalty program allows customers to earn loyalty points through all forms of purchasing.

e.l.f. Cosmetics has adapted its strategies to resonate with Gen Z, focusing on authenticity, ethical practices and digital engagement, all while maintaining its commitment to affordability and quality. The brand’s ability to evolve, engage and inspire its Gen Z audience makes it a standout player in the beauty industry. To learn more about what brand innovators are doing to engage Gen Z, register for the 2025 CommerceNext Growth Show for specialized sessions on Gen Z consumers and more hot topics in retail.