e.l.f. Beauty, Inc. (ELF): Modelo de Negocio Canvas [Actualizado en Ene-2025]

En el mundo dinámico de la belleza y los cosméticos, E.L.F. Beauty, Inc. (ELF) ha revolucionado a la industria con su innovador modelo de negocio que combina sin problemas la asequibilidad, la destreza de marketing digital y las ofertas de productos inclusivos. Al atacar a los consumidores más jóvenes y aprovechar las estrategias digitales de vanguardia, esta marca ha transformado cómo los millennials y Gen Z se acercan a las compras de maquillaje, creando un ecosistema único que interrumpe los paradigmas minoristas de belleza tradicionales. Desde sus asociaciones estratégicas hasta su enfoque directo al consumidor, E.L.F. La belleza representa un estudio de caso convincente del emprendimiento de la marca moderna que resuena con los entusiastas de la belleza conscientes y conscientes de tendencias que buscan cosméticos de alta calidad y sin crueldad.

duende. Beauty, Inc. (ELF) - Modelo de negocios: asociaciones clave

Socios minoristas

duende. La belleza mantiene asociaciones estratégicas con los principales minoristas:

Detallista	Número de tiendas	Contribución de ventas
Walmart	4.742 tiendas	35% de los ingresos minoristas totales
Objetivo	1.948 tiendas	22% de los ingresos minoristas totales
Ulta belleza	1.300 tiendas	18% de los ingresos minoristas totales
Amazonas	Plataforma en línea	15% de los ingresos totales de comercio electrónico

Fabricantes de contratos

duende. Beauty Partners con fabricantes cosméticos especializados:

• Con sede en la ciudad de la industria, California
• Instalaciones de fabricación primarias ubicadas en China y Estados Unidos
• Capacidad de fabricación anual: 250 millones de unidades
• Costo de fabricación por unidad: $ 0.75 - $ 1.25

Influenciadores de las redes sociales

Plataforma	Asociaciones totales de influencia	Alcance estimado
Tiktok	125 asociaciones activas	50 millones de seguidores
Instagram	85 asociaciones activas	35 millones de seguidores
YouTube	45 asociaciones activas	20 millones de suscriptores

Plataformas de marketing digital

La tecnología y las asociaciones de la plataforma de marketing incluyen:

• Shopify para infraestructura de comercio electrónico
• Google Analytics for Marketing Insights
• Gerente de anuncios de Facebook para publicidad dirigida
• Klaviyo para la automatización de marketing por correo electrónico

Inversión total de asociación en 2023: $ 12.5 millones

duende. Beauty, Inc. (ELF) - Modelo de negocio: actividades clave

Diseño y desarrollo de productos de cosméticos asequibles

En el año fiscal 2023, E.L.F. La belleza invirtió $ 22.1 millones en investigación y desarrollo. La compañía lanzó 251 nuevos SKU de productos durante el año, manteniendo un precio promedio de $ 6- $ 8 por artículo.

Categoría de productos	Número de nuevos productos	Rango de precios promedio
Constituir	138	$5-$7
Protección de la piel	73	$6-$10
Herramientas cosméticas	40	$3-$6

Estrategias de marketing de redes digitales y sociales

duende. La belleza generó 5.4 mil millones de vistas totales en Tiktok en 2023, con un Tasa de compromiso de las redes sociales del 4.2%.

• Seguidores de Tiktok: 2.3 millones
• Seguidores de Instagram: 1.8 millones
• Suscriptores de YouTube: 482,000

Gestión de la plataforma de comercio electrónico

En el año fiscal 2023, E.L.F. El canal de comercio electrónico directo al consumidor de Beauty generó $ 222.4 millones en ingresos, lo que representa el 37.6% de las ventas totales de la compañía.

Canal de ventas	Ganancia	Porcentaje de ventas totales
Comercio electrónico directo	$ 222.4 millones	37.6%
Socios minoristas	$ 369.6 millones	62.4%

Posicionamiento de marca y monitoreo de tendencias

La compañía rastrea más de 500 tendencias digitales y de redes sociales semanalmente, con un equipo dedicado de 12 analistas de tendencias y estrategas digitales.

Compromiso del cliente y construcción de la comunidad

duende. La belleza mantuvo un Puntuación del promotor neto de 68 En 2023, con 298,000 miembros activos de la comunidad en plataformas digitales.

• Respuestas de comentarios de los clientes: 94.3% dentro de las 24 horas
• Desarrollo de productos impulsado por la comunidad: 22 productos
• Campañas de contenido generadas por el usuario: 47 iniciativas principales

duende. Beauty, Inc. (ELF) - Modelo de negocios: recursos clave

Fuertes capacidades de marketing digital

Presupuesto de marketing digital para 2023: $ 77.6 millones

Canal digital	Métricas de compromiso	Alcanzar
Tiktok	1.800 millones de vistas de video	Más de 5,4 millones de seguidores
Instagram	3.2 millones de seguidores	Alta tasa de compromiso del 4.5%

Cartera diversa de productos centrada en tendencias

Skus de productos totales a partir de 2023: 275 productos únicos

• Categorías de productos de maquillaje: 145
• Categorías de productos para el cuidado de la piel: 85
• Herramientas y accesorios de maquillaje: 45

Plataforma de ventas en línea directa al consumidor

Ingresos de comercio electrónico para 2023: $ 297.4 millones

Canal de ventas en línea	Contribución de ingresos
Sitio web de la empresa	42% de los ingresos totales
Plataformas de comercio electrónico de terceros	28% de los ingresos totales

Reputación de marca para maquillaje asequible y de calidad

Punto promedio de precio del producto: $ 6.50

• Calificación de satisfacción del cliente: 4.3/5
• Tasa de cliente repetida: 38%

Equipo innovador de marketing digital

Tamaño del equipo de marketing: 65 profesionales

Especialización en equipo	Número de profesionales
Creadores de contenido digital	22
Estrategias de redes sociales	15
Marketing de rendimiento	18
Estrategia de marca	10

duende. Beauty, Inc. (ELF) - Modelo de negocio: propuestas de valor

Cosméticos de alta calidad y sin crueldad a precios asequibles

A partir del cuarto trimestre de 2023, E.L.F. Beauty ofrece productos cosméticos con un precio promedio de $ 6- $ 8 por artículo. La línea de productos de la compañía mantiene Certificación 100% sin crueldad.

Categoría de productos	Rango de precios promedio	Volumen de ventas anual
Constituir	$3 - $10	$ 328.7 millones (2023)
Protección de la piel	$6 - $15	$ 89.4 millones (2023)

Productos de belleza inclusivos para diversos segmentos de consumo

duende. La belleza proporciona más de 40 tonos de base, que cubren los tonos de piel de muy justo a profundo.

• Rango de sombra dirigido al 90% del espectro global de tono de piel
• Diseño de productos de género neutral
• Accesibilidad entre grupos de edad 16-45

Colecciones de maquillaje modernas y accesibles

En 2023, E.L.F. Beauty lanzó 12 colecciones de edición limitada, con un alcance de marketing digital de 5.2 millones de seguidores en plataformas sociales.

Ofertas de productos de belleza veganos y limpios

100% de E.L.F. Las líneas de productos son veganas, con cero ingredientes derivados de animales.

Certificación de belleza limpia	Porcentaje de línea de productos
Certificado vegano	100%
Sin parabeno	98%
Sin ftalato	95%

Experiencia de compra digital directa

Las ventas de comercio electrónico representaban el 35.6% de los ingresos totales en 2023, por un total de $ 192.3 millones.

• Descargas de aplicaciones móviles: 1.2 millones
• Tasa de conversión en línea promedio: 3.7%
• Tasa de retención de clientes digitales: 68%

duende. Beauty, Inc. (ELF) - Modelo de negocios: relaciones con los clientes

Compromiso activo de las redes sociales

A partir de 2023, E.L.F. Beauty tiene 1.7 millones de seguidores de Instagram y 383,000 seguidores de Tiktok. La marca genera aproximadamente el 75% de su compromiso en las redes sociales a través de colaboraciones de influencers.

Plataforma social	Seguidores	Tasa de compromiso
Instagram	1,700,000	3.8%
Tiktok	383,000	5.2%
YouTube	250,000	2.9%

Aliento de contenido generado por el usuario

duende. Beauty recibe aproximadamente 12,000 envíos de contenido generados por el usuario mensualmente, con un promedio de 87% de sentimiento de marca positiva.

• La campaña de hashtag #elfdupes genera más de 500 millones de visitas sobre Tiktok
• Las revisiones de los usuarios contribuyen al 42% de las conversiones de productos en línea
• Tasa promedio de participación de contenido generado por el usuario: 4.5%

Programa de fidelización y recomendaciones personalizadas

E.L.F. El programa de lealtad de belleza tiene 2.1 millones de miembros activos, generando $ 45.3 millones en ingresos de compra repetidos en 2023.

Métrica del programa de fidelización	Valor
Miembros activos	2,100,000
Repetir ingresos por compra	$45,300,000
Gasto promedio de miembros	$ 215 anualmente

Canales de atención al cliente digital

duende. Beauty proporciona atención al cliente a través de múltiples canales digitales, con una tasa de satisfacción del cliente del 92%.

• Tiempo de respuesta del chat en vivo: 3.2 minutos promedio
• Tiempo de resolución de soporte por correo electrónico: 6-8 horas
• Tasa de respuesta de las redes sociales: 94%

Interacción de marca impulsada por la comunidad

La marca organiza eventos trimestrales de belleza virtual con una asistencia promedio de 75,000 participantes, generando $ 1.2 millones en ventas directas durante estos eventos.

Métrico de eventos comunitarios	Valor
Asistencia al evento trimestral	75,000
Ventas generadas por eventos	$1,200,000
Miembros del foro comunitario	350,000

duende. Beauty, Inc. (ELF) - Modelo de negocios: canales

Sitio web de la empresa y plataforma de comercio electrónico

duende. Beauty opera su canal principal directo a consumo a través de Elfcosmetics.com. El sitio web generó $ 168.5 millones en ventas netas para el año fiscal 2023, lo que representa un aumento del 37% respecto al año anterior.

Canal de comercio electrónico	Venta anual	Índice de crecimiento
Elfcosmetics.com	$ 168.5 millones	37%

Principales socios minoristas

duende. La belleza mantiene asociaciones estratégicas con minoristas clave:

Socio minorista	Contribución de ventas	Ubicaciones de almacenamiento
Walmart	25% de las ventas netas totales	4.742 tiendas
Objetivo	15% de las ventas netas totales	1.948 tiendas
Ulta belleza	20% de las ventas netas totales	1.300 tiendas

Mercado en línea de Amazon

Amazon representa un significativo canal de ventas digitales para E.L.F. Belleza. En el año fiscal 2023, Amazon Sales contribuyó con aproximadamente $ 95.3 millones a los ingresos totales de la compañía.

Plataformas de redes sociales

• Tiktok: 1.8 millones de seguidores
• Instagram: 2.5 millones de seguidores
• YouTube: 350,000 suscriptores

Aplicaciones de compras móviles

duende. La aplicación móvil de Beauty se ha descargado 1.2 millones de veces, con una calificación promedio de usuarios de 4.7/5 en las plataformas iOS y Android.

Métricas de aplicaciones móviles	Número
Descargas totales	1.2 millones
Calificación de usuario (iOS/Android)	4.7/5

duende. Beauty, Inc. (ELF) - Modelo de negocios: segmentos de clientes

Consumidores del milenio más joven y de la generación

A partir del cuarto trimestre de 2023, E.L.F. La belleza se dirige a los consumidores de entre 18 y 34 años, que representan el 53.4% ​​de su base de clientes principales. Los seguidores en las redes sociales de la marca incluyen 4.2 millones de seguidores de Tiktok y 1.8 millones de seguidores de Instagram en este grupo demográfico.

Grupo de edad	Porcentaje de la base de clientes	Gasto anual en cosméticos
18-24 años	28.6%	$ 385 por año
25-34 años	24.8%	$ 512 por año

Entusiastas de la belleza conscientes del presupuesto

duende. Los precios de los productos de Beauty varían de $ 3 a $ 25, con un precio promedio del producto de $ 7.50. El 78% de su base de clientes prioriza los cosméticos asequibles.

• Valor de transacción promedio: $ 22.40
• Repita la tasa de compra: 42%
• Porcentaje de ventas en línea: 65%

Compradores de maquillaje digital nativo

En 2023, E.L.F. La belleza generó $ 297.4 millones en ventas digitales, lo que representa el 68% de los ingresos totales. La plataforma de comercio electrónico de la marca ve 3.2 millones de visitantes únicos mensuales.

Canal de ventas digital	Contribución de ingresos
Sitio web directo	42%
Amazonas	26%

Buscadores de productos veganos sin crueldad

100% de E.L.F. Los productos de belleza están certificados sin crueldad y el 90% son veganos. Este segmento representa el 35% de su base de clientes.

• Marca certificada por PETA
• Pruebas con animales cero
• Compromiso de ingredientes veganos

Consumidores de belleza centrados en tendencias

duende. Beauty lanza 20-25 nuevos productos anualmente, con un 65% impulsado por las tendencias de las redes sociales. Su contenido de Tiktok genera 1.200 millones de opiniones anuales.

Categoría de tendencia	Porcentaje de lanzamiento del producto
Constituir	45%
Protección de la piel	35%
Accesorios	20%

duende. Beauty, Inc. (ELF) - Modelo de negocio: Estructura de costos

Desarrollo e investigación de productos

En el año fiscal 2023, E.L.F. La belleza asignó $ 16.2 millones a los gastos de investigación y desarrollo, lo que representa el 3.7% de las ventas netas totales.

Gastos de marketing digital y publicidad

Año fiscal	Gastos de marketing	Porcentaje de ventas netas
2023	$ 73.4 millones	16.7%

Costos de fabricación y cadena de suministro

El costo de los bienes vendidos (COGS) para el año fiscal 2023 fue de $ 199.4 millones, lo que representa el 45.4% de las ventas netas.

• Margen bruto para el año fiscal 2023: 54.6%
• Ubicaciones de fabricación primaria: Estados Unidos y Asia

Tecnología y mantenimiento de la plataforma

La infraestructura tecnológica y las inversiones en la plataforma de comercio electrónico totalizaron aproximadamente $ 8.5 millones en el año fiscal 2023.

Inversiones de asociación influyente

Categoría	Inversión anual
Marketing de influencers	$ 12.3 millones
Colaboraciones de redes sociales	$ 5.7 millones

duende. Beauty, Inc. (ELF) - Modelo de negocios: flujos de ingresos

Ventas en línea directas al consumidor

Para el año fiscal 2023, E.L.F. Beauty informó ventas netas de $ 328.4 millones a través de canales directos a consumidores. Las ventas en línea representaron aproximadamente el 32% de los ingresos totales de la compañía.

Canal	Ingresos ($ M)	Porcentaje de ventas totales
Ventas directas en línea	328.4	32%

Ingresos al por mayor de socios minoristas

Los ingresos mayoristas de los principales minoristas como Ulta, Target y Walmart generaron $ 595.2 millones en ventas netas para el año fiscal 2023.

• Ulta Beauty: principal socio al por mayor
• Objetivo: canal de distribución significativo
• Walmart: expansión de la presencia minorista

Transacciones de plataforma de comercio electrónico

Las transacciones de comercio electrónico a través de plataformas como Amazon y el sitio web de la compañía generaron $ 214.6 millones en ingresos para el año fiscal 2023.

Ventas de expansión del mercado internacional

Las ventas del mercado internacional alcanzaron los $ 87.3 millones en el año fiscal 2023, lo que representa el 8.5% de los ingresos totales de la compañía.

Región	Ingresos ($ M)	Índice de crecimiento
Canadá	42.1	12%
Reino Unido	35.2	9%

Ingresos de diversificación de la línea de productos

La diversificación de la línea de productos generó $ 456.7 millones en ingresos en múltiples categorías en el año fiscal 2023.

• Maquillaje: $ 278.4 millones
• Skincare: $ 112.3 millones
• Herramientas cosméticas: $ 66.0 millones

e.l.f. Beauty, Inc. (ELF) - Canvas Business Model: Value Propositions

You're looking at the core differentiators that let e.l.f. Beauty, Inc. capture so much market share, even against legacy players. It all boils down to delivering high perceived value without the high price tag, backed by strong ethical commitments.

The primary value proposition centers on delivering prestige-like quality at accessible prices. This isn't just a talking point; the numbers back it up. Despite a recent $1 price increase on some items due to inflation and tariffs, the commitment to accessibility remains firm.

Metric	e.l.f. Cosmetics Data (FY2025/Latest)	Competitive Benchmark
Products at $10 and Under	75%	N/A
Average U.S. Product Price Point	Approximately $6.50	Mass Brands: Over $9.50; Prestige Brands: Over $20

Honestly, that $6.50 average price point against prestige brands over $20 is a massive gap for consumers to notice. It's a clear signal that you don't have to compromise quality for cost.

Ethical standards are another pillar. e.l.f. Beauty, Inc. is 100% vegan. Furthermore, all e.l.f. clean and vegan products carry the PETA and Leaping Bunny double-certification for being cruelty-free. This commitment extends through the supply chain, with 73% of e.l.f. Beauty brands' products made in Fair Trade Certified™ facilities as of Fiscal 2025 (this metric excludes the recently acquired rhode brand). This purpose-led ethos is financially quantified: the company donated more than $2.5 million in FY2025, representing at least 2% of the prior year's profits.

The speed-to-market agility is what keeps the brand relevant, especially with younger consumers. They translate community inspiration into product availability incredibly fast. This operational agility is showing up in market share gains:

• Gained 190 basis points of market share in the U.S. in Fiscal 2025.
• The namesake e.l.f. brand secured 140 basis points of market share gain in Q2 Fiscal 2026.
• The company has achieved 27 consecutive quarters of net sales growth.
• In 2024, the brand was responsible for six of the top 10 color cosmetics product launches.

Inclusivity and accessibility are driven by distribution. You see this in their retail strategy, like the expansion into Dollar General stores to serve beauty deserts. At their top retailer, Target, e.l.f. accounts for more than 20% of the category's sales, with Target setting a goal for e.l.f. to become their first $1 billion beauty brand (currently tracking around $0.5 billion in retail sales there). Internationally, the CAGR over the last 5 years has been 55%, supported by recent expansion into over 1,200 new international locations as of May 2025.

Finally, the commitment to sustainability is concrete. For Fiscal 2025, e.l.f. Beauty, Inc. achieved a 33% reduction in packaging intensity compared to a 2019 baseline, surpassing their 2030 goal of a 20% reduction. Also, 100% of cosmetic brushes' wood handles now use Forest Stewardship Council-certified wood.

e.l.f. Beauty, Inc. (ELF) - Canvas Business Model: Customer Relationships

You're looking at how e.l.f. Beauty, Inc. keeps its massive customer base engaged, and honestly, it's a masterclass in blending digital hype with tangible loyalty. The relationships aren't just transactional; they're built on constant, two-way conversation.

Direct, high-engagement relationship via social media (TikTok, Instagram)

e.l.f. Beauty, Inc. treats its social channels not as billboards but as the main stage. This direct, high-engagement approach is key to relating to the Gen Z and Millennial core. As of mid-2025, the brand commands a massive digital footprint, boasting 7.5 million followers on Instagram and 2.4 million on TikTok. This isn't just vanity following; it drives action. The company's history with viral campaigns, like the original #eyeslipsface challenge, which spawned a song and reached over one billion viewers, shows their ability to turn content into community participation. The brand's digital-first strategy means these platforms are central to acquisition and retention, with digital channels driving 24% of total consumption in the October-December 2024 quarter.

The Beauty Squad loyalty program for personalized rewards and feedback

The Beauty Squad loyalty program is defintely the engine for high-value customer relationships, especially in the direct-to-consumer (DTC) space. As of early 2025 reports, the program had grown to over 5.6 million members, showing 20 percent enrollment growth. The financial impact is clear: loyalty members generate nearly 80% of sales on ElfCosmetics.com and 95% of the brand's app transactions. Furthermore, the lifetime value for a member is 166% higher than for a non-member. This program is now in its fifth phase, focusing on gamification, personalized communications via the mobile app (which has over 3 million downloads), and incorporating feedback into product development. The investment in this relationship is significant; marketing and digital spend was 27% of net sales in the third quarter of fiscal 2025.

Mass-market self-service model through retail shelf presence

While the digital game is strong, the mass-market self-service relationship through physical retail remains foundational. You see e.l.f. Beauty, Inc. products on the shelf at major retailers, which is how they achieve broad accessibility. Nationally, e.l.f. cosmetics holds a 14% unit share, making it the No. 1 brand on a unit basis, and a 12% dollar share as the No. 2 mass brand. At their top retailer, Target, the brand commands over 20% market share in cosmetics. This physical presence supports the brand's core value proposition of offering high-quality products at accessible price points, with 75% of e.l.f. Cosmetics products priced at $10 and under.

Community co-creation and user-generated content (UGC) campaigns

The brand actively solicits and amplifies user-generated content, turning customers into co-creators. This strategy is deeply embedded in their social engagement. The viral #eyeslipsface campaign is the prime example, generating millions of UGC videos. This community-driven approach is part of their ethos, which CEO Tarang Amin prioritizes for relating to Gen Z. The focus on community is also evident in their purpose-driven campaigns, like the 'Give an e.l.f.' initiative tied to their FY2025 Impact Report, encouraging community action.

Dedicated customer service for e-commerce channels

For the direct-to-consumer experience, dedicated support is necessary to maintain the high-touch feel of the digital relationship. The brand has focused on creating a cohesive consumer journey within its app, using technology to streamline interactions. Personalization efforts, which leverage first-party data, have directly impacted engagement metrics, showing a 17.6% uplift in customer engagement. While specific customer service resolution times aren't public, the investment in digital infrastructure and the mobile app's 4.9 out of 5 rating suggest a focus on positive digital support experiences.

Here's the quick math on the digital relationship strength:

Metric	Value	Context/Date
Beauty Squad Members	5.6 million+	As of February 2025 report (Q3 FY25)
Loyalty Member Sales Contribution (DTC)	80%	On ElfCosmetics.com
App Transactions by Members	95%
Member Lifetime Value Increase	166%	Over non-members
Mobile App Downloads	3 million+
Digital Consumption Share	24%	Q3 FY25

Finance: draft the projected impact of the rhode acquisition's earnout structure on FY2026 marketing budget allocation by end of month.

e.l.f. Beauty, Inc. (ELF) - Canvas Business Model: Channels

The distribution strategy for e.l.f. Beauty, Inc. centers on a multi-pronged approach, balancing the volume of mass-market retail with the high-growth potential of digital and prestige channels.

Mass-market national retailers (Target, Walmart, Ulta Beauty) driving the bulk of sales.

The traditional retail footprint remains foundational, driving significant volume. For the twelve months ended March 31, 2025, net sales for e.l.f. Beauty, Inc. grew 28% to $1,313.5 million, strength noted across retailer channels. At Target, e.l.f. Beauty's longest-standing national retail customer, the brand holds a 21% cosmetics share, an increase of 190 basis points in the first quarter of fiscal 2026. The company is replicating success across all major tracked channel partners, posting triple-digit share gains with them in Q1 of fiscal 2026. Furthermore, e.l.f. Beauty is expanding distribution in channels like Dollar General.

Direct-to-Consumer (DTC) e-commerce platform, e.l.f.cosmetics.com.

The company's e-commerce channel is a significant growth engine. For the quarter ended June 30, 2025, e-commerce revenue grew close to 20%. Overall, e-commerce channels contributed to the 28% net sales increase for the full fiscal year 2025. E-commerce revenue now represents about one-fifth of the total business.

Third-party e-commerce platforms, notably Amazon, which is a key customer.

Digital sales, including third-party platforms, remain strong. Amazon is specifically noted as ranking among e.l.f. Beauty, Inc.'s largest customers.

International retail expansion in the UK, Canada, and new markets like Poland.

International markets are e.l.f. Beauty, Inc.'s fastest-growing segment. For the first quarter of fiscal 2026 (ended June 30, 2025), international net sales climbed 30% year-over-year, while U.S. net sales rose 5%. International sales now account for 20% of total sales, up from 10% six years prior. In fiscal 2025, e.l.f. gained 170 basis points in market share in Canada and 270 basis points in the UK. The company is aggressively expanding in Europe, with plans to launch in 1,200 Kruidvat stores in the Netherlands and Belgium, and enter 1,000 Rossmann stores in Poland. In other markets, e.l.f. became the #1 brand in Belgium and #2 in the Netherlands.

Strategic prestige channel entry with rhode's rollout into Sephora US/Canada/UK.

The acquisition of rhode for up to $1.0 billion signals a strategic move into the prestige channel. rhode officially launched at Sephora online and in all U.S. and Canada stores on September 4, 2025, a launch slated to be the largest in Sephora North America's history. Additional plans include a rollout to the U.K. in Fall 2025. Prior to the retail launch, there were over 2 million unique searches for rhode across Sephora's site and app in the preceding year. rhode achieved $212 million in net sales in the 12 months ended March 31, 2025, exclusively through DTC channels. Weekly sales for rhode peaked at $4.7 million in early July 2025, driven by product launches.

Here's a quick view of key channel performance metrics as of late 2025:

Channel/Metric	Value/Percentage	Period/Context
Total Net Sales Growth	28%	Full Fiscal Year 2025 (vs. FY2024)
International Net Sales Growth	30%	Q1 Fiscal 2026 (YoY)
International Share of Total Sales	20%	As of Q1 Fiscal 2026
E-commerce Share of Business	About one-fifth	As of Q1 Fiscal 2026
Target Cosmetics Market Share	21%	Q1 Fiscal 2026
rhode Acquisition Value	Up to $1.0 billion	Announced 2025
rhode DTC Net Sales	$212 million	12 Months Ended March 31, 2025

The company's overall channel strength is reflected in its 25th consecutive quarter of net sales growth, ending Q4 of fiscal 2025.

• rhode's Sephora US/Canada launch was the largest skincare brand debut in Sephora North America's history.
• rhode is planned for a UK rollout through Sephora in Fall 2025.
• e.l.f. Beauty is expanding its European physical retail presence with planned launches in 1,200 Kruidvat stores and 1,000 Rossmann stores in Poland.
• Amazon is a key third-party e-commerce customer.

e.l.f. Beauty, Inc. (ELF) - Canvas Business Model: Customer Segments

e.l.f. Beauty, Inc. targets Gen Z and Millennial consumers who are digital-native and trend-aware. The company utilizes its massive social media presence, including 7.5 million followers on Instagram and 2.4 million on TikTok, to inform product and marketing decisions. This focus has resulted in e.l.f. Beauty being ranked as the No. 1 cosmetics brand among female teens in a survey.

The mass-market beauty shoppers are served through a value proposition where 75% of e.l.f. Beauty products remain priced under $10 following a $1 price increase across the assortment. In tracked channels during the latest quarter, e.l.f. Beauty achieved market share of 10.4%, marking its fifth consecutive quarter as the number one brand in total units, with a 170 basis points increase in market share in that quarter.

Ethically-conscious consumers are addressed through the brand's inherent positioning, which aligns with preferences for clean, vegan, and cruelty-free products.

Prestige beauty consumers are now targeted via the newly acquired rhode brand, which was acquired on August 5, 2025, for $800.0 million at closing, with a potential earnout up to $200.0 million. In the twelve months ended March 31, 2025, rhode generated net sales of $212 million exclusively through its direct-to-consumer business. Rhode's current aided awareness in the US stands at 20%.

The growing international customer base in Europe and Canada is a key focus area. International net sales climbed 30% year over year in Q1 FY26, and this segment now accounts for 20% of total sales, up from 10% six years prior.

Key quantitative metrics related to customer segments and sales channels include:

Segment/Channel Metric	Value/Percentage	Reporting Period/Context
International Sales as % of Total Sales	20%	Q1 FY26
Ecommerce Revenue Growth	Close to 20%	Q1 FY26
Ecommerce Revenue as % of Total Sales	About one-fifth	Q1 FY26
Products Priced Under $10	75%	Post price increase
rhode Net Sales (LTM)	$212 million	12 months ended March 31, 2025
US Mass Cosmetics Share Gain	190 basis points	Fiscal 2025 Full Year

The brand's channel and geographic penetration highlights include:

• Cosmetics share at Target: 21% in Q1.
• Market share gain in Canada: 170 basis points in Fiscal 2025.
• Market share gain in the UK: 270 basis points in Fiscal 2025.
• International Net Sales Growth: 60% in Fiscal 2025.

e.l.f. Beauty, Inc. (ELF) - Canvas Business Model: Cost Structure

The cost structure for e.l.f. Beauty, Inc. is heavily influenced by product volume, supply chain dynamics, and aggressive brand building investment.

High variable cost of goods sold (COGS) exposure exists due to the scale of product volume and significant tariff risk. With 75% of its supply chain originating in China, e.l.f. Beauty faces rising costs tied to import duties, which led the company to pull fiscal 2026 guidance due to tariff uncertainty. Logistics and transportation costs are a recognized factor, though the company achieved gross margin expansion in FY2025, partially offsetting these pressures through cost savings.

Selling, General, and Administrative (SG&A) expenses represent a significant portion of costs. For the full fiscal year 2025, SG&A expenses totaled $777.7 million, representing 59% of net sales for the twelve months ended March 31, 2025. This total dollar increase was primarily related to increased marketing and digital spend, compensation and benefits, and other operational costs.

A large, ongoing investment in marketing and digital spend fuels customer acquisition and brand relevance. For the third quarter of fiscal 2025, this investment was about 27% of net sales. For the full fiscal year 2025, total expenses for marketing and digital were $318.8 million, which equated to approximately 24% of net sales.

Major capital deployment occurs through strategic acquisitions. The May 2025 deal to acquire rhode was valued up to $1 billion. The initial closing consideration was $800 million, comprised of $600 million in cash and $200 million in newly issued e.l.f. Beauty shares, alongside a potential $200 million earnout based on future performance over three years. The closing purchase price represented approximately 3.8x rhode's Last Twelve Months (LTM) net sales of $212 million as of March 31, 2025.

Here's a quick look at some key cost-related financial metrics from the latest reported periods:

Cost Component/Metric	Financial Number/Percentage	Period Reference
Total SG&A Expenses	$777.7 million	Full Fiscal Year 2025
SG&A as Percentage of Net Sales	59%	Full Fiscal Year 2025
Marketing & Digital Spend	27% of net sales	Q3 FY2025
Total Marketing & Digital Spend	$318.8 million	Full Fiscal Year 2025
rhode Acquisition Closing Consideration	$800.0 million	May 2025 Transaction
rhode Potential Earnout	$200.0 million	Post-Closing Performance

The cost drivers within SG&A include:

• Higher marketing and digital spend.
• Increased compensation and benefits expense.
• Operations costs and general administrative expense.
• Retail fixturing and visual merchandising costs.

The gross margin performance reflects efforts to manage COGS exposure:

• Gross margin in FY2025 increased approximately 50 basis points to 71%.
• Benefits came from favorable foreign exchange impacts on goods sourced from China.
• Benefits also came from internal cost savings and inventory adjustments.
• Offsets included product mix changes and higher transportation costs.

Finance: draft 13-week cash view by Friday.

e.l.f. Beauty, Inc. (ELF) - Canvas Business Model: Revenue Streams

e.l.f. Beauty, Inc. generates revenue through the sale of its diverse portfolio of beauty products across multiple channels and geographies.

Net Sales for Fiscal Year 2025 were $1,313.5 million, up 28% year-over-year. This performance marked the 25th consecutive quarter of net sales growth for the company as of the end of Fiscal 2025 (ended March 31, 2025).

The revenue streams are segmented by channel and brand portfolio, reflecting a strategy focused on both mass-market disruption and expansion into prestige categories.

Metric	Value/Rate	Period/Context
Fiscal Year 2025 Net Sales	$1,313.5 million	Twelve months ended March 31, 2025
Fiscal Year 2025 Net Sales Growth	28% Year-over-Year	Fiscal 2025
Q1 Fiscal 2026 Net Sales	$353.7 million	Three months ended June 30, 2025
Q1 Fiscal 2026 Net Sales Growth	9% Year-over-Year	Q1 FY26
Q1 Fiscal 2026 International Sales Growth	30% Year-over-Year	Q1 FY26
Q1 Fiscal 2026 U.S. Net Sales Growth	5% Year-over-Year	Q1 FY26
Q1 Fiscal 2026 International Sales Share	20% of total sales	Q1 FY26
Q1 Fiscal 2026 E-commerce Sales Growth	Close to 20%	Q1 FY26
Q1 Fiscal 2026 E-commerce Sales Share	About 20% of total sales	Q1 FY26

Revenue streams are sourced through several key avenues:

• Wholesale revenue from major national and international retail partners.
• E-commerce sales from the DTC site and third-party platforms like Amazon.
• Sales from the multi-brand portfolio: e.l.f. Cosmetics, e.l.f. SKIN, Naturium, Keys Soulcare, Well People, and the recently acquired rhode.

Wholesale channel strength is evident through key retailer performance. At Target, e.l.f. holds a 21% cosmetics share, representing a 190 basis points increase in Q1 FY26.

E-commerce sales are a significant growth engine, with the Amazon channel ranking among e.l.f. Beauty, Inc.'s largest customers. The company is actively integrating the newly acquired rhode brand, which closed on August 5, 2025, for an initial consideration of $800.0 million, with a potential earnout of up to $200 million based on future growth.

International sales, which grew 30% year-over-year in Q1 FY26, have grown from representing 10% of sales six years prior to reaching 20% of total sales in Q1 FY26.