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- E.L.F. Cosmetics Marketing Breakdown: A Digital-First Beauty Brand for Gen Z and Millennials
E.L.F. Cosmetics Marketing Breakdown: A Digital-First Beauty Brand for Gen Z and Millennials
-
Anna Varga
- Marketing Breakdowns
- 6 min read
Table of Contents
E.L.F. Cosmetics has rapidly emerged as one of the most innovative and successful beauty brands, thanks to a marketing strategy that speaks directly to the hearts of Gen Z and Millennial consumers.
Through a combination of:
- digital-first strategies,
- inclusive messaging, and
- community engagement…
…E.L.F. has positioned itself as a brand that’s accessible, fun, and socially responsible.
Let’s break it down!
1. Nail your positioning
E.L.F. Cosmetics stands out by offering high-quality beauty products at affordable prices, making premium beauty accessible to all.
The brand ensures that consumers don’t have to compromise on performance or price, delivering products that rival high-end brands without the luxury price tag.
In addition to offering top-notch products, E.L.F. is 100% cruelty-free and vegan, aligning with the values of today’s conscious consumers who seek ethical beauty choices.
Their use of plant-based ingredients and commitment to cruelty-free formulas make them an easy choice for consumers who prioritize sustainability and ethical standards.
E.L.F. also champions diversity and inclusivity, featuring a wide range of skin tones in their campaigns and offering products that cater to all individuals.
Available in major retailers like Target, Walmart, and Ulta, E.L.F. ensures its affordable, high-quality beauty is easily accessible to a wide audience.
2. Build your online personality
Social media isn’t just a marketing channel for E.L.F.; it’s their playground. TikTok, Instagram, YouTube, even Facebook, each platform gets its own tailored content.
They’re masters of trend-jacking: remember the viral #eyeslipsface challenge?
Millions of user videos later, it became one of TikTok’s biggest beauty trends. That’s the power of letting your community create with you.
@jamescharles eyes lips face... **waist 😇 #makeup #fyp #transformation ♬ Eyes. Lips. Face. (e.l.f.) - iLL Wayno & Holla FyeSixWun
Micro and macro influencers—from @mikaylajmakeup to @jackieaina—keep the brand in the conversation.
E.L.F. Cosmetics targets not only Gen Z but also a broader audience through Meta ads on Instagram and Facebook.
The brand’s segmented ads allow it to offer relevant products and promotions to all age groups, recognizing that lipstick buyers are not just young consumers.
3. Sponsor like you mean it
In 2025, E.L.F. made history as the first beauty brand to sponsor the National Women’s Soccer League.
It wasn’t just a logo-on-the-field move—it came with the Glow for Glory campaign, a celebration of strength, skill, and self-expression.
The message was clear: beauty and athleticism aren’t opposites. They’re both about confidence.
And just when you thought you could predict their next move, E.L.F. jumped into NASCAR, backing British driver Katherine Legge.
A beauty brand in stock car racing? That’s about as far from the makeup counter as you can get—and that’s the point.
By showing up in spaces where beauty hasn’t been part of the conversation, they’re proving the brand isn’t confined to the traditional beauty bubble. Instead, they’re connecting with unexpected audiences and reinforcing a simple truth: E.L.F. belongs wherever confidence lives.
4. Make campaigns impossible to ignore
E.L.F. isn’t shy about speaking its mind, and they do it with a grin. Their campaigns often carry a message, but instead of lecturing, they invite you in with a joke.
Take “So Many Dicks.” On the surface, it’s a cheeky headline. Underneath, it’s a sharp commentary on how few women sit in corporate leadership seats.
It was bold, a little outrageous, and exactly the kind of thing that makes you pause mid-scroll. You smirk, maybe laugh out loud, and then the reality of the message lands.
Humor-meets-activism is hard to get right. Go too far and it feels forced; play it safe and no one cares. E.L.F. nails it because it’s authentic to them: playful, confident, and unafraid to stir things up. That’s why their campaigns spark real conversations, not just sales.
5. Think of your website like your superpower
E.L.F.’s site isn’t just where you check out, it’s where you hang out. The moment you land, it pulls you in with bold colors, quick-hit videos, and that playful energy the brand is known for. Navigation is effortless, so you’re never stuck wondering where to click, you just keep exploring.
The homepage is built with Gen Z in mind: scroll-stopping visuals, short-form content that feels straight out of TikTok, and a modern design that’s more “let’s play” than “let’s shop.”
At the top of the homepage, promotional offers are prominently displayed, providing quick access to current discounts and sales.
This not only improves the shopping experience but also encourages immediate purchases by making promotions easy to spot.
The “You May Also Like” section works like a friendly nudge, serving up spot-on suggestions that make it hard to leave with just one thing in your cart.
This tactic boosts their conversion rate and encourages shoppers to add more items to their carts, increasing overall sales and AOV.
E.L.F.’s product pages are designed to ensure customers feel confident in their purchase decisions. Each product page includes:
- Product descriptions and usage tips that clearly explain how to use the product and what customers can expect.
- Customer reviews that build trust and offer social proof, which is critical for Gen Z, who value opinions from peers and influencers.
- Ingredient lists and product details that provide transparency, especially for consumers looking for ethical and vegan options.
All those little details give shoppers the confidence to buy and the kind of experience that keeps them coming back.
6. Bring the store to their screen
E.L.F. Cosmetics goes beyond traditional e-commerce strategies by incorporating advanced digital tools and personalized experiences that engage customers and encourage long-term loyalty.
One of the standout features of E.L.F.’s website is its Virtual Makeover Lab, which allows customers to virtually try on products before buying.
This tool makes shopping more interactive and fun by enabling each user to see how different products will look on their skin tone and face.
This virtual trial experience is especially important in the beauty industry, where customers may feel hesitant to purchase without physically trying products.
E.L.F. also offers personalized beauty profiles that collect data on customer preferences, allowing the brand to tailor product recommendations to individual users.
By leveraging customer data to deliver targeted recommendations, E.L.F. enhances the customer experience, making it feel more customized and personal.
7. Turn customers into a squad
E.L.F.’s Beauty Squad feels less like a points program and more like a VIP pass to the brand. Members get the fun stuff—first dibs on new products, exclusive deals, and even a birthday surprise.
Every order earns points you can spend later, which makes hitting “add to cart” just a little more satisfying.
The clever part? It’s baked right into the shopping flow. You’re browsing a product, adding it to your cart, and there’s the friendly nudge: “Join the Beauty Squad.” No long forms, no hoops to jump through—you’re in before you know it.
It’s the kind of loyalty program that doesn’t just hand out perks; it makes you feel like you’re part of something. And that’s why people stick around: not just for the makeup, but for the feeling of being on the inside.
Takeaway
E.L.F. isn’t winning just because it’s affordable—plenty of brands can do that. It’s winning because it’s in sync with its audience, knowing where they spend time, what stops their scroll, and which conversations matter.
From TikTok trends to bold sponsorships, inclusive products to loyalty perks that feel personal, E.L.F. shows up in ways that feel real. In 2025, beauty marketing isn’t about pushing products, it’s about creating a space where people feel seen and proud to belong. E.L.F. has done that so well, its customers aren’t just buyers—they’re diehard fans and advocates.
Learn more
Looking for more marketing breakdowns? Check out these articles:
- Skullcandy’s Marketing Breakdown: A Deep Dive into Success
- Native’s Marketing Playbook: How a Deodorant Brand Went From 3D Renders to Retail Giants
- Tangle Teezer Marketing Breakdown: Lessons in Modern Brand Building
- Ryze Marketing Breakdown: A Smart, Community-Fueled Brand That’s Scaling the Right Way
- OPI Marketing Playbook: How the Brand Nailed Modern Beauty Marketing
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Product updates: January Release 2025
