Masters of ScaleWhy e.l.f. Beauty targets luxury products with $1-3 price points
“It sounds like that's always been your I mean, I don't know, 75% of your product portfolio is $10 or less.”
versus Prestige at 30 or whether it be Road that sells in the upper twenties relative to the products that are over a $100.
Affordability is is a topic that's, that's much talked about right now. It sounds like that's always been your I mean, I don't know, 75% of your product portfolio is $10 or less. Right? Like, that's that's not by chance, and that's not necessarily in your mind, like, down market.
No. It's not. In fact, the insight that we had, I mean, I've been CEO for twelve years, was e. L. F. Always had really great price products. A dollar, $2, $3. People couldn't believe that we could do it at those price points. The insight we had though was why not target the best products in beauty,
About this clip
e.l.f. Beauty's CEO reveals their counterintuitive strategy of creating the best products in beauty at ultra-low price points of $1-3, rather than competing in premium segments. He explains how 75% of their portfolio stays under $10 by design, challenging the assumption that affordable means lower quality.
Why this clip
The CEO shares a contrarian insight about deliberately targeting premium product quality at rock-bottom prices, flipping conventional beauty industry wisdom.
What they said next
CEO explains why DEI isn't just politics - it's competitive advantage
24:26 - 42s · contrarian take
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