Good morning. Amid persistent economic headwinds and shifting trade policy, e.l.f. Beauty is finding opportunity in constraint. The company’s focus on affordability continues to win over consumers, even as shoppers grow more selective, according to CFO Mandy Fields.
“We’re still a value to our consumers when people are pulling back and being more choiceful with their spending,” Fields told me. Even after a recent $1 price increase, 75% of e.l.f. Beauty’s products remain priced at $10 or less, she said.
“If a shopper only has $20 to spend, e.l.f. is a great option,” Fields said. “You can still come in, buy a couple of products, and still have money left in your pocketbook. That’s exactly where we want to be for our consumers.”
A longtime favorite among Gen Z, e.l.f. Beauty, a multi-brand beauty company, is also gaining traction with millennials and Gen X as the brand doubles down on value and trend-driven innovation.
Last week, e.l.f. Beauty reported res
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