Laurie Lam on how E.l.f. Beauty earned $13.8 billion media impressions in 48 hours

10 months ago 27

This story was originally part of the 2023 Glossy 50 feature. Click here to see all of this year’s honorees.

In November, E.l.f. Beauty reported a net sales growth of 76% year-over-year, marking the brand’s 19th consecutive quarter of growth. At the time, CEO Tarang Amin said he expects the brand will soon reach $1 billion in annual sales.

Helming E.l.f.’s brand, which she described as being “at the heart of what pumps blood to every vital organ,” is Laurie Lam, who joined the company 16 months ago after spending two decades at L’Oréal. She has since co-led some of the company’s biggest moments of 2023. That includes its first-ever Super Bowl ad, starring Jennifer Coolidge, which it conceptualized and completed in just three weeks.

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