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Alexa Raff Wants Every Beautiful Brand Story to Show Its Math
The goop CMO has built a career in the narrow aisle between feeling and finance. Her useful trick is to make content, commerce and customer behavior answer the same question.
e.l.f. Beauty
e.l.f. Beauty is an Oakland-based, publicly traded cosmetics company (NYSE: ELF) built on a simple disruptive idea: prestige-quality makeup and skincare that almost everyone can afford. Founded in 2004 as e.l.f. (Eyes Lips Face) and reshaped under CEO Tarang Amin since 2014, it has grown into a multi-brand house spanning e.l.f. Cosmetics, e.l.f. SKIN, Well People, Keys Soulcare, Naturium, and Hailey Bieber's rhode. Every product is vegan and cruelty-free, most cost under $20, and the company has become a case study in social-first, community-driven brand building.
Tarang Amin
Tarang Amin is the Chairman and CEO of e.l.f. Beauty, the affordable cosmetics company he took public in 2016 and grew from a $135 million equity story into a multi-brand portfolio anchored by e.l.f. Cosmetics, e.l.f. SKIN, Naturium, Well People, Keys Soulcare, and - as of May 2025 - Hailey Bieber's rhode in a $1 billion deal.