E.L.F. BEAUTY

Gen Z and Millennials have spoken.?And they are describing e.l.f. as:? ? Good Value? ? Stylish? ? Fun? ? Young? ?? We wear those words with pride — they’re the heartbeat of who we are.? ?? And there’s a new word rising fast: Innovative.?That one hits different.??? ?? According to the latest Harris Poll data, e.l.f. is gaining ground as a brand recognized for innovation — especially among the next generation who are changing the game in beauty.? ?? Let’s break it down:?? -“Innovative” is on an upward trajectory among younger women in 2025? -YOY, we’ve made strides in being seen as “Wholesome,” “Sophisticated,” and “Smart” — a trifecta that speaks volumes? -Our top four descriptors — Good Value, Stylish, Fun, Young — remain rock solid? ? Here’s what that tells us:?Innovation isn’t just about newness.?It’s what happens when creativity meets purpose, when boldness meets value and when joy becomes the through line.? ?? It’s not just what we make — it’s how we move.? ?? Huge thanks to The Harris Poll and our brilliant internal insights team for surfacing the stories in the signals. And to our community, thank you for the love, the loyalty and the lens through which you see us.???

At e.l.f. Beauty, we believe in meeting people where they are—especially in the places and spaces where no one expects us to be. That’s where the real magic happens: when we show up boldly for those who’ve never had one show up for them before.? ?? We are proud to be an official sponsor of the Professional Women’s Hockey League for the second year, popping up at games throughout the season—surprising, delighting and empowering our community while creating meaningful connections.? ?? We’re not just supporting a league. We’re investing in a movement—one that’s rewriting the playbook for women’s sports and one that deeply aligns with what we stand for at e.l.f.: democratizing access for every eye, lip and face.? ? What makes it all worth it? When the game fans and the e.l.f. fans collide – and hearing first-hand how just by showing up, we’re making an e.l.f.ing difference in our communities’ lives. ? ?? This isn’t a trend. It’s a trajectory.?And this is what purpose in action looks like.?Because when you lead with purpose, people don’t just notice—you make them believe.?And when belief takes root, change becomes unstoppable.?

There’s no place like e.l.f.—and that’s a certified fact! ? We are proud to be recognized as a Great Place to Work-Certified??company! This isn’t just a title—it’s a testament to our workplace of bold disruptors with kind hearts. ? At e.l.f., our High Performance Teamwork starts with trust through Passionate Relationships, enabling Healthy Conflict and driving Mutual Accountability,?uniting e.l.f. superpowers to achieve bold outcomes together. ?? 94% of our e.l.f.z say e.l.f. Beauty is a great place to work ?? 97% enjoy the responsibility and credibility of their work ?? 97% are proud of how we contribute to our community ?? 93% feel empowered to go above and beyond ?? 94% take pride in working for e.l.f. ? This certification reflects what we already know—our people are the heart and soul of our success, and together, we prove that anything is?e.l.f.ing?possible.??? Your passion fuels us to new orbits.

We are proud to share that e.l.f. Beauty has been named to Fast Company’s The World’s Most Innovative Companies of 2025 list!? ?? ?? We ranked #1 in the inaugural Teamwork sector for our partnership to Change the Board Game with OBERLAND, proving that when bold disruptors force multiply, real change happens.? ?? We landed at #4 in Beauty, thanks to our relentless mission to make the best of beauty accessible to every eye, lip and face—without compromise.? ?? At e.l.f., innovation is more than a buzzword—it’s in our DNA. We don’t just participate; we lead. We don’t wait for change; we create it.? ?? ? We take access seriously.? As Fast Company shared: e.l.f. democratizes beauty with widespread presence in drugstores and big box retailers, with our most recent launch in Dollar General stores, 80% of which are in rural markets with fewer than 20,000 people.?? ? ?? We take board diversity seriously. Our ‘So Many Dicks’ campaign with Oberland sparked a global conversation about corporate boardrooms—and the numbers don’t lie. More men named 'Dick' (Richard, Rich or Rick) hold more board seats than entire groups of underrepresented people. We couldn’t ignore it, so we didn’t.? ?? ?? We take results seriously. With 24 consecutive quarters of net sales growth and market share gains, we’re proving that doing the right thing isn’t just good ethics—it’s good business.? ?? This honor belongs to our fearless teams, our disruptive partners and our bold, unapologetic community who are powered by inclusivity, accessibility and positivity.? ?? Thank you, Fast Company, for recognizing what drives us every day. Innovation isn’t just what we do—it’s who we are. ?? Read about it here: ?? https://lnkd.in/eqAFmSvM ?? https://lnkd.in/e7YCxzyP

At e.l.f. Beauty, we believe that beauty is more than skin deep—it’s about confidence, self-expression and well-being. That’s why we’re beyond proud to partner with the Ad Council on their impactful, purpose-led ‘Love, Your Mind’ initiative, bringing mental health awareness into Roblox like never before.??? ?? Through this immersive experience, we’re helping create a safe space where young people can connect, learn and take action for their mental wellness. Because taking care of your mind is just as important as taking care of your skin.?? ? The collective initiative invites players to explore a virtual world designed to promote behavioral wellness through engaging adventures.? ?? This experience features three interactive zones—one centered on friendship, another on stress management and meditation and a third dedicated to overcoming challenges. As players navigate the world, they’ll discover practical tools and strategies to support their mental well-being in meaningful ways.? ?? From breaking barriers in beauty to breaking stigmas around mental health, we’re here for it. Jump into the game for fun with a purpose. ?? ? Our Gamer in Chief, Anna Bynum, contributed to a story with BeautyMatter about the game – read it here: https://lnkd.in/e2U38372

Our very own Kory Marchisotto took the stage with the legendary Kara Swisher at The Female Quotient for a conversation as bold as our brand: why the highest seats of power need more diversity. And yes, that meant talking a lot about ‘So Many Dicks.’ ? As Kory put it, progress starts within. If you want a seat at the table, you have to: ?? Knock down self-doubt ?? Believe in yourself ?? Raise your hand ?? Pick up the baton And for those already in power, it’s time to make room. ? At e.l.f., representing the underrepresented is core to?who we are. We want to pave the way for more inclusivity in the boardroom and?beyond –?playing?fields, tracks, rinks and more. ?? ? Kory and Kara’s session was streamed on our Twitch channel, e.l.f. you! Democratizing?access to?this impactful conversation for every eye, lip and face, the live stream was?one of our highest views live streams ever! ? We’re here to shake up the status quo. We’re here to open doors. We’re here to prove that beauty—and business—works best when everyone gets a seat at the table. ??

Empowering. Legendary. Females. — today, tomorrow and every day.??? ? At e.l.f. Beauty, empowerment isn’t just a word—it’s a?movement that champions?every eye, lip and face.?When?you feel empowered, you can do anything. We are fearless in our mission to uplift, amplify and celebrate legendary females who refuse to be confined by limits. This #InternationalWomensDay, we celebrate the trailblazing women who?shatter ceilings, challenge the status quo and inspire change. From unstoppable icons like Katherine Legge and Billie Jean King,?to incredible change makers like Amanda Nguyen and the fearless women in our e.l.f. community —?we believe in the power of lifting each other up. Because when one rises, we all rise. ? Representation matters and change starts from within.?That’s why?74% of our team are women and?78% of our Board of Directors are women — reflecting the diverse community that we serve. To all the women making history today, tomorrow, and always—keep shining, keep leading, and keep empowering.??

We’re kicking down barriers and leveling the playing field - e.l.f. Beauty is now the Official Makeup and Skin Care Partner of the National Women's Soccer League (NWSL)! ??? e.l.f. is the eyes.lips.first beauty brand to sponsor the NWSL, and we’re here to do more than just show up. If by age 14, girls are dropping out of sports at two times the rate of boys - we know the playing field isn’t level yet. That changes now. Through this multi-year sponsorship, we’re:? ?? Empowering. Legendary. Females.? ?? Launching the ‘Glow for Glory Contest’ - open tryouts in key NWSL markets to clear the path for young talent to develop and grow ? ?? Backing the NWSL Championship Cup and? the NWSL Challenge Cup. “Of the few women who make it to C-Suite, 94% of them played sports. Access to sports provides leadership and life lessons needed later in life. The next generation can only dream bigger and reach higher if they have a firm starting point. Our partnership with the National Women’s Soccer League (NWSL) is that gateway to opportunities,” says Kory Marchisotto, CMO. This is more than sponsorship - it’s a movement.? Who's ready to kick off this e.l.f.ing journey with us? ???