E.l.f. is reinforcing its long-standing dedication to purpose-driven values and inviting its community to take part through its newest campaign. The initiative coincides with the release of the brand’s fourth annual Impact Report, which highlights milestones such as donating more than $2.5 million, representing at least 2% of the previous year’s profits, to causes reflecting its core values, including diversity in leadership, animal welfare, and disaster relief.
Tarang Amin, the company’s chairman and CEO, noted that e.l.f.’s mission to act as “bold disruptors with kind hearts” has remained constant over its 21-year history, guiding daily operations and shaping every decision as a purpose-led, results-driven business.
E.l.f.’s new campaign shifts the spotlight to consumers, encouraging them to share which causes they “give an e.l.f.” about. Developed in collaboration with creative agency Case, the initiative features a 45-second ad with brand partners such as tennis legend Billie Jean King, astronaut and activist Amanda Nguyen, and race car driver Katherine Legge, each showcasing the issues that matter most to them.
E.l.f.’s campaign comes at a time when many brands are pulling back on values like inclusion due to economic pressures. The company’s latest Impact Report underscores its continued commitment to purpose, noting that more than 140 business leaders, nonprofits, and companies have joined its Change the Boardroom coalition to promote more accessible boardrooms. It also emphasizes affordability, with 75% of E.l.f. Cosmetics products priced at $10 or less. In addition, 73% of E.l.f. Beauty products are produced in Fair Trade Certified facilities.
E.l.f. has consistently integrated its purpose-driven values into its marketing. They even decided to bring the campaign to life through a custom kiosk where customers can choose a cause they care about, and in return, E.l.f. will donate to a nonprofit supporting that issue. Participants receive a printed receipt confirming the donation, which they can then exchange for free E.l.f. products.
