e.l.f Cosmetics is now the fourth largest mass makeup company in the United States, and Gen Z's favorite shopping destination. But it didn't have a hot start back in 2004, when the company struggled to sell in retail stores and get the nation-wide attention it was striving for. So how did it go from struggling to sell one-dollar products to customers to having a $3.7 billion market capitalization? This video details that journey, and the four things that could've helped along the way.
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Tags: #elfcosmetics #elfcosmetics #beauty #businessnews #makeup #makeupbusiness #businessanalysis