e.l.f. Cosmetics


e.l.f. Cosmetics helps customers own their beauty — without compromise. The brand’s personalization algorithm recommends products based on what’s popular/new/trending; what the shopper’s browsing and purchase history includes; and what’s frequently sold together.

  • 2021 Rank 40
  • Founded 2004
  • Model Public



e.l.f. Cosmetics

Total Score


  • email


  • web


  • mobile


  • offline


  • privacy


e.l.f. Cosmetics

“Beauty Squad” Caters to Customer Needs

Additional discounts, free products and gift cards for other stores customers frequent, and rewards for e.l.f. Cosmetics purchases that don’t happen on the brand’s site give Beauty Squad loyalty program members the consistent engagement and personalized interactions they love.

Highly Tailored Product Tips

e.l.f. Cosmetics understands that makeup is used to create unique personal statements. That’s why the brand uses advanced personalization to recommend highly relevant products, styles, and how-to guides to its customers to help them create their own individual look.

Stellar App and Virtual Try-On Tool

Shoppers can “try on” products without visiting a store. Personalized product recommendations, shipping/delivery information, and e.l.f.’s latest deals are easy to engage with from anywhere. Plus, the brand’s mobile app even integrates with in-store shopping experiences via receipt scanning capabilities — giving Beauty Squad members another way to earn loyalty program points.

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