duende. Beauty, Inc. (ELF): Modelo de Negócios Canvas [Jan-2025 Atualizado]

No mundo dinâmico da beleza e cosméticos, E.L.F. A Beauty, Inc. (ELF) revolucionou a indústria com seu inovador modelo de negócios que combina perfeitamente a acessibilidade, proezas de marketing digital e ofertas inclusivas de produtos. Ao direcionar os consumidores mais jovens e alavancar estratégias digitais de ponta, essa marca transformou como a geração do milênio e a geração Z abordam as compras de maquiagem, criando um ecossistema único que interrompe os paradigmas tradicionais de varejo de beleza. De suas parcerias estratégicas à sua abordagem direta ao consumidor, E.L.F. A beleza representa um estudo de caso convincente do empreendedorismo moderno de marca que ressoa com entusiastas de beleza conscientes de custos e conscientes da tendência que buscam cosméticos de alta qualidade e sem crueldade.

duende. Beauty, Inc. (ELF) - Modelo de Negócios: Principais Parcerias

Parceiros de varejo

duende. A beleza mantém parcerias estratégicas com os principais varejistas:

Varejista	Número de lojas	Contribuição de vendas
Walmart	4.742 lojas	35% da receita total de varejo
Alvo	1.948 lojas	22% da receita total de varejo
Ulta Beauty	1.300 lojas	18% da receita total de varejo
Amazon	Plataforma online	15% da receita total de comércio eletrônico

Fabricantes contratados

duende. A beleza faz parceria com fabricantes de cosméticos especializados:

• Sediada na cidade da indústria, Califórnia
• Instalações de fabricação primárias localizadas na China e Estados Unidos
• Capacidade anual de fabricação: 250 milhões de unidades
• Custo de fabricação por unidade: US $ 0,75 - US $ 1,25

Influenciadores de mídia social

Plataforma	Total de parcerias de influenciadores	Alcance estimado
Tiktok	125 parcerias ativas	50 milhões de seguidores
Instagram	85 parcerias ativas	35 milhões de seguidores
YouTube	45 parcerias ativas	20 milhões de assinantes

Plataformas de marketing digital

As parcerias de plataforma de tecnologia e marketing incluem:

• Shopify para infraestrutura de comércio eletrônico
• Google Analytics for Marketing Insights
• Gerente de anúncios do Facebook para publicidade direcionada
• Klaviyo para automação de marketing por e -mail

Investimento total de parceria em 2023: US $ 12,5 milhões

duende. Beauty, Inc. (ELF) - Modelo de negócios: Atividades -chave

Design de produto e desenvolvimento de cosméticos acessíveis

No ano fiscal de 2023, E.L.F. A beleza investiu US $ 22,1 milhões em pesquisa e desenvolvimento. A empresa lançou 251 SKUs de novos produtos durante o ano, mantendo um preço médio de US $ 6 a US $ 8 por item.

Categoria de produto	Número de novos produtos	Faixa de preço médio
Inventar	138	$5-$7
Cuidados com a pele	73	$6-$10
Ferramentas cosméticas	40	$3-$6

Estratégias de marketing de mídia digital e social

duende. A beleza gerou 5,4 bilhões de vistas totais em Tiktok em 2023, com um Taxa de engajamento de mídia social de 4,2%.

• Seguidores de tiktok: 2,3 milhões
• Seguidores do Instagram: 1,8 milhão
• Assinantes do YouTube: 482.000

Gerenciamento de plataforma de comércio eletrônico

No ano fiscal de 2023, E.L.F. O canal de comércio eletrônico direto ao consumidor da Beauty gerou US $ 222,4 milhões em receita, representando 37,6% do total de vendas da empresa.

Canal de vendas	Receita	Porcentagem de vendas totais
Comércio eletrônico direto	US $ 222,4 milhões	37.6%
Parceiros de varejo	US $ 369,6 milhões	62.4%

Posicionamento da marca e monitoramento de tendências

A empresa rastreia mais de 500 tendências de mídia digital e social semanalmente, com uma equipe dedicada de 12 analistas de tendências e estrategistas digitais.

Engajamento do cliente e construção da comunidade

duende. A beleza manteve a Pontuação do promotor líquido de 68 Em 2023, com 298.000 membros ativos da comunidade em plataformas digitais.

• Respostas de feedback do cliente: 94,3% dentro de 24 horas
• Desenvolvimento de produtos orientado pela comunidade: 22 produtos
• Campanhas de conteúdo geradas pelo usuário: 47 principais iniciativas

duende. Beauty, Inc. (ELF) - Modelo de negócios: Recursos -chave

Recursos de marketing digital fortes

Orçamento de marketing digital para 2023: US $ 77,6 milhões

Canal digital	Métricas de engajamento	Alcançar
Tiktok	1,8 bilhão de visualizações de vídeo	Mais de 5,4 milhões de seguidores
Instagram	3,2 milhões de seguidores	Alta taxa de engajamento de 4,5%

Portfólio de produtos diversificado e focado na tendência

SKUs totais de produto a partir de 2023: 275 produtos exclusivos

• Categorias de produtos de maquiagem: 145
• Categorias de produtos para a pele: 85
• Ferramentas e acessórios de maquiagem: 45

Plataforma de vendas on-line direta ao consumidor

Receita de comércio eletrônico para 2023: US $ 297,4 milhões

Canal de vendas on -line	Contribuição da receita
Site da empresa	42% da receita total
Plataformas de comércio eletrônico de terceiros	28% da receita total

Reputação da marca de maquiagem de qualidade acessível

Preço médio do produto Ponto: US $ 6,50

• Classificação de satisfação do cliente: 4.3/5
• Taxa repetida do cliente: 38%

Equipe de marketing digital inovador

Tamanho da equipe de marketing: 65 profissionais

Especialização da equipe	Número de profissionais
Criadores de conteúdo digital	22
Estrategistas de mídia social	15
Marketing de desempenho	18
Estratégia da marca	10

duende. Beauty, Inc. (ELF) - Modelo de Negócios: Proposições de Valor

Cosméticos de alta qualidade e sem crueldade a preços acessíveis

A partir do quarto trimestre 2023, E.L.F. A beleza oferece produtos cosméticos com um preço médio de US $ 6 a US $ 8 por item. A linha de produtos da empresa mantém Certificação 100% sem crueldade.

Categoria de produto	Faixa de preço médio	Volume anual de vendas
Inventar	$3 - $10	US $ 328,7 milhões (2023)
Cuidados com a pele	$6 - $15	US $ 89,4 milhões (2023)

Produtos de beleza inclusivos para diversos segmentos de consumo

duende. A beleza fornece mais de 40 tons de fundação, cobrindo tons de pele de muito justo a profundo.

• Faixa de sombra direcionando 90% do espectro global de tom de pele
• Design de produto neutro em termos de gênero
• Acessibilidade entre as faixas etárias 16-45

Coleções de maquiagem na moda e acessíveis

Em 2023, E.L.F. A Beauty lançou 12 coleções de edição limitada, com alcance de marketing digital de 5,2 milhões de seguidores em plataformas sociais.

Ofertas de produtos de beleza vegana e limpa

100% de E.L.F. As linhas de produtos são veganas, com Ingredientes derivados de animais zero.

Certificação de beleza limpa	Porcentagem de linha de produtos
Certificado vegan	100%
Livre de parabenos	98%
Livre de ftalato	95%

Experiência direta de compra digital

As vendas de comércio eletrônico representaram 35,6% da receita total em 2023, totalizando US $ 192,3 milhões.

• Downloads de aplicativos móveis: 1,2 milhão
• Taxa média de conversão online: 3,7%
• Taxa de retenção de clientes digitais: 68%

duende. Beauty, Inc. (ELF) - Modelo de Negócios: Relacionamentos do Cliente

Engajamento ativo da mídia social

A partir de 2023, E.L.F. A beleza tem 1,7 milhão de seguidores do Instagram e 383.000 seguidores de Tiktok. A marca gera aproximadamente 75% de seu envolvimento nas mídias sociais por meio de colaborações de influenciadores.

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

Incentivo de conteúdo gerado pelo usuário

duende. A beleza recebe aproximadamente 12.000 envios de conteúdo gerados pelo usuário mensalmente, com uma média de 87% de sentimento positivo da marca.

• Campanha de hashtag #elfDupes gera mais de 500 milhões de visualizações no Tiktok
• As análises de usuários contribuem para 42% das conversões de produtos on -line
• Taxa média de engajamento de conteúdo gerada pelo usuário: 4,5%

Programa de fidelidade e recomendações personalizadas

O E.L.F. O Programa de Fidelidade de Beleza possui 2,1 milhões de membros ativos, gerando US $ 45,3 milhões em receita repetida de compra em 2023.

Métrica do Programa de Fidelidade	Valor
Membros ativos	2,100,000
Repita receita de compra	$45,300,000
Gasto médio de membros	US $ 215 anualmente

Canais de suporte ao cliente digital

duende. A beleza fornece suporte ao cliente por meio de vários canais digitais, com uma taxa de satisfação do cliente de 92%.

• Tempo de resposta do bate -papo ao vivo: 3,2 minutos de média
• Email Support Resolution Horário: 6-8 horas
• Taxa de resposta de mídia social: 94%

Interação da marca orientada pela comunidade

A marca hospeda eventos trimestrais de beleza virtual com uma participação média de 75.000 participantes, gerando US $ 1,2 milhão em vendas diretas durante esses eventos.

Métrica de eventos comunitários	Valor
Participação trimestral do evento	75,000
Vendas geradas por eventos	$1,200,000
Membros do fórum da comunidade	350,000

duende. Beauty, Inc. (ELF) - Modelo de Negócios: Canais

Site da empresa e plataforma de comércio eletrônico

duende. A beleza opera seu principal canal direto ao consumidor através do elfcosmetics.com. O site gerou US $ 168,5 milhões em vendas líquidas para o ano fiscal de 2023, representando um aumento de 37% em relação ao ano anterior.

Canal de comércio eletrônico	Vendas anuais	Taxa de crescimento
elfcosmetics.com	US $ 168,5 milhões	37%

Principais parceiros de varejo

duende. A beleza mantém parcerias estratégicas com os principais varejistas:

Parceiro de varejo	Contribuição de vendas	Locais da loja
Walmart	25% do total de vendas líquidas	4.742 lojas
Alvo	15% do total de vendas líquidas	1.948 lojas
Ulta Beauty	20% do total de vendas líquidas	1.300 lojas

Amazon Online Marketplace

A Amazon representa um canal de vendas digital significativo para E.L.F. Beleza. No ano fiscal de 2023, as vendas da Amazon contribuíram com aproximadamente US $ 95,3 milhões para a receita total da empresa.

Plataformas de mídia social

• Tiktok: 1,8 milhão de seguidores
• Instagram: 2,5 milhões de seguidores
• YouTube: 350.000 assinantes

Aplicativos de compras móveis

duende. O aplicativo móvel da Beauty foi baixado 1,2 milhão de vezes, com uma classificação média de 4,7/5 nas plataformas iOS e Android.

Métricas de aplicativos móveis	Número
Downloads totais	1,2 milhão
Classificação do usuário (iOS/Android)	4.7/5

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

Consumidores mais jovens do milênio e da geração Z

A partir do quarto trimestre 2023, E.L.F. A beleza tem como alvo os consumidores de 18 a 34 anos, representando 53,4% de sua principal base de clientes. Os seguidores das mídias sociais da marca incluem 4,2 milhões de seguidores de Tiktok e 1,8 milhão de seguidores no Instagram nesse grupo demográfico.

Faixa etária	Porcentagem de base de clientes	Gastos anuais em cosméticos
18-24 anos	28.6%	US $ 385 por ano
25-34 anos	24.8%	US $ 512 por ano

Entusiastas da beleza conscientes do orçamento

duende. O preço do produto da beleza varia de US $ 3 a US $ 25, com um preço médio do produto de US $ 7,50. 78% de sua base de clientes prioriza cosméticos acessíveis.

• Valor médio da transação: US $ 22,40
• Repita taxa de compra: 42%
• Porcentagem de vendas on -line: 65%

Compradores de maquiagem digital-nativos

Em 2023, E.L.F. A beleza gerou US $ 297,4 milhões em vendas digitais, representando 68% da receita total. A plataforma de comércio eletrônico da marca vê 3,2 milhões de visitantes únicos mensais.

Canal de vendas digital	Contribuição da receita
Site direto	42%
Amazon	26%

Buscadores de produtos veganos e livres de crueldade

100% de E.L.F. Os produtos de beleza são certificados sem crueldade e 90% são veganos. Esse segmento representa 35% de sua base de clientes.

• Marca certificada pela PETA
• Zero teste animal
• Compromisso de ingrediente vegano

Consumidores de beleza focados em tendências

duende. A beleza lança 20 a 25 novos produtos anualmente, com 65% impulsionados pelas tendências das mídias sociais. O conteúdo do Tiktok gera 1,2 bilhão de visualizações anuais.

Categoria de tendência	Porcentagem de lançamento do produto
Inventar	45%
Cuidados com a pele	35%
Acessórios	20%

duende. Beauty, Inc. (ELF) - Modelo de negócios: estrutura de custos

Desenvolvimento e pesquisa de produtos

No ano fiscal de 2023, E.L.F. A beleza alocou US $ 16,2 milhões às despesas de pesquisa e desenvolvimento, representando 3,7% do total de vendas líquidas.

Despesas de marketing digital e publicidade

Ano fiscal	Despesas de marketing	Porcentagem de vendas líquidas
2023	US $ 73,4 milhões	16.7%

Custos de fabricação e cadeia de suprimentos

O custo dos bens vendidos (COGs) para o ano fiscal de 2023 foi de US $ 199,4 milhões, representando 45,4% das vendas líquidas.

• Margem bruta para o ano fiscal de 2023: 54,6%
• Locais de fabricação primária: Estados Unidos e Ásia

Manutenção de tecnologia e plataforma

A infraestrutura tecnológica e os investimentos da plataforma de comércio eletrônico totalizaram aproximadamente US $ 8,5 milhões no ano fiscal de 2023.

Investimentos de parceria de influenciadores

Categoria	Investimento anual
Marketing de influenciadores	US $ 12,3 milhões
Colaborações de mídia social	US $ 5,7 milhões

duende. Beauty, Inc. (ELF) - Modelo de negócios: fluxos de receita

Vendas on-line direta ao consumidor

Para o ano fiscal de 2023, E.L.F. A Beauty registrou vendas líquidas de US $ 328,4 milhões por meio de canais diretos ao consumidor. As vendas on -line representaram aproximadamente 32% da receita total da empresa.

Canal	Receita ($ m)	Porcentagem de vendas totais
Vendas on -line diretas	328.4	32%

Receitas por atacado de parceiros de varejo

As receitas de atacado de grandes varejistas como Ulta, Target e Walmart geraram US $ 595,2 milhões em vendas líquidas para o ano fiscal de 2023.

• Ulta Beauty: Parceiro por atacado primário
• Alvo: canal de distribuição significativo
• Walmart: expandindo a presença do varejo

Transações da plataforma de comércio eletrônico

As transações de comércio eletrônico através de plataformas como a Amazon e o próprio site da empresa geraram US $ 214,6 milhões em receita para o ano fiscal de 2023.

Vendas de expansão do mercado internacional

As vendas do mercado internacional atingiram US $ 87,3 milhões no ano fiscal de 2023, representando 8,5% da receita total da empresa.

Região	Receita ($ m)	Taxa de crescimento
Canadá	42.1	12%
Reino Unido	35.2	9%

Receita de diversificação da linha de produtos

A diversificação da linha de produtos gerou US $ 456,7 milhões em receita em várias categorias no ano fiscal de 2023.

• Maquiagem: US $ 278,4 milhões
• Skincare: US $ 112,3 milhões
• Ferramentas de cosméticos: US $ 66,0 milhões

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.