What Worked
e.l.f. Put Hair on TikTok Shop First. 77% of Its Community Had Already Asked for It
e.l.f. Hair opened on TikTok Shop on June 16 before Target, after a limited hair test sold out in 48 hours and brought in 65% new e.l.f. customers.
The trade desk for the creator economy.
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Tagged
Beauty
Every story tagged Beauty: the campaigns, platform shifts, and research that touch it.
Tagged Beauty
4 storiesCreator Brands
e.l.f. took a $57.6M charge because Rhode beat its targets — how an earnout punishes a winning acquisition
Hailey Bieber's Rhode ran so far past its earnout thresholds that e.l.f. marked the liability up $57.6M — flipping Q4 to a $49.4M GAAP loss on 35% sales growth.
Analysis
e.l.f. spends a quarter of sales on marketing and grew 28 straight quarters — the always-on creator loop behind it
e.l.f. held marketing near a quarter of net sales while L’Oréal’s ad-and-promo ran 32.4% — and rode 28 straight quarters of growth to $1.31B. Here’s the always-on creator engine closing the gap.
Creator Brands
Coty paid $600M for half of Kylie Cosmetics — then its filings put revenue at a third of the public figure
Coty’s 8-K pegged Kylie Cosmetics at $177M in trailing revenue; months later its filings let Forbes reset 2018 sales to ~$125M against the ~$360M the family had promoted — the gap a public-company audit forced open.