E.l.f. Beauty launched a campaign promoting women’s rights, LGBTQ equality and disability inclusion alongside its fourth annual impact report. The effort featured advocates including Billie Jean King and Amanda Nguyen, and a New York activation that linked visitors’ cause selections to nonprofit donations. The company described the campaign as part of its purpose-driven work.
The Oakland, California-based company is building on years of purpose-driven work with “Give an E.L.F.,” a new campaign that celebrates women’s rights, LGBTQ equality, and disability inclusion. The effort accompanies the release of E.L.F.’s fourth annual impact report and underscores what the company calls its identity as “a bold disruptor with a kind heart.”
E.l.f. became the first brand to launch a shoppable in-stream experience on Twitch, powered by Amazon Ads, through its e.l.f.YOU! channel. Marketing chief Patrick O’Keefe said the channel aims to support female gamers, creativity and inclusivity. The report said E.l.f. is maintaining its cause-based marketing as other companies retreat from it.
E.L.F. is also extending its message to gaming audiences, becoming the first brand to launch a shoppable in-stream experience on Twitch, powered by Amazon Ads. The feature debuts on its e.l.f.YOU! channel, which encourages self-expression and inclusivity among streamers. “From the start, e.l.f.YOU! was designed to empower female gamers, celebrate creativity and build confidence at the intersection of makeup and the streaming culture,” said Patrick O’Keefe, chief integrated marketing communications officer, in the announcement. “We didn’t just want to show up on Twitch — we wanted to level it up, amplify voices that were often overlooked and prove that beauty belongs everywhere.”
E.l.f. Beauty’s AI tool E.l.f.luencer drafts social-media responses in the brand’s style, while community managers approve comments before posting. Chief technology and AI officer Ekta Chopra said the response rate rose from about 30–40% to above 80%, with roughly 90% of comments generated by AI. The company says employees review all outputs.
Ekta Chopra, the company’s chief technology and AI officer, helped launch ‘E.l.fluencer,’ a program that lets community managers use AI to respond more quickly to every query the company gets on social media.
A generative-AI-powered social media bot is churning out content with 90% accuracy at e.l.f. Beauty, but the company is still using humans to make sure posts sound true to the brand.
On May 29, 2024, Bloomberg Law reported that an Illinois federal judge denied E.l.f. Cosmetics’ motion to compel arbitration. Claims by Ariel, Taylor and Lacie Davis alleging that the virtual makeup try-on tool collected biometric data without adequate notice, along with a request for heightened damages, can proceed. The allegations have not been established as facts.
An Illinois federal judge denied E.l.f. Cosmetics Inc.'s motion to compel arbitration in a case accusing the company of violating consumers’ biometric privacy with its virtual makeup try-on tools.
CNN reported that e.l.f. Beauty CEO Tarang Amin pushed back against President Trump’s opposition to diversity, equity and inclusion policies and presented data he said showed the company’s commitment to diversity and inclusion was paying off. The supplied report does not include the specific data or further details of his remarks.
Tarang Amin, CEO of e.l.f Beauty, is pushing back on Trump’s war on DEI and reveals data showing the company’s commitment to diversity and inclusion is paying off.
On January 31, 2019, the U.S. Treasury’s Office of Foreign Assets Control announced that e.l.f. Cosmetics agreed to pay $996,080 to settle potential civil liability for 156 apparent North Korea sanctions violations. The cases involved false-eyelash kits from two Chinese suppliers containing materials sourced from North Korea. OFAC said e.l.f. voluntarily disclosed the apparent violations and the case was non-egregious.
On May 20, 2026, CEO Tarang Amin told CNBC that e.l.f. Beauty would test lower prices on additional products after unit sales fell amid higher consumer costs. The company said a $4 cut to its Halo Glow skin tint had lifted the product’s business nearly 40%; planned reductions were intended to support value and unit growth.
E.l.f. Beauty plans to walk back some of its tariff-fueled price increases to offset a slowdown in unit sales as consumers have been pulling back.
In a Nov. 20, 2025 report, e.l.f. CEO Tarang Amin said AI now enables the company to answer every customer direct message. E.l.f. was also using AI in marketing and social media customer service, while CFO Mandy Fields said it was strengthening data access and technology infrastructure before expanding AI use for efficiency and automation.
“For the longest time, we weren't able to answer every DM we got or every consumer message we got,” Amin said. “That's 100% driven by AI now.”
E.l.f.’s Aug. 11, 2025 campaign promoted low-priced cosmetics while mocking markups, shortly after the company raised prices by $1, citing inflation and tariffs. After backlash over comedian Matt Rife’s inclusion, including criticism tied to his past domestic-violence joke, e.l.f. apologized on Aug. 15, saying it had “missed the mark”; some commenters rejected the apology.
A new ad from e.l.f. Cosmetics goes to court to make the case against overpriced beauty products. But its premise leaves at least one key item off the docket: the budget cosmetics brand’s own recent price increase.
E.l.f.’s mock trial against inflated prices lands after it raised its own prices by $1 starting Aug. 1, citing inflation and President Donald Trump’s rising tariffs.