e.l.f. beauty is known for making prestige-quality products at accessible price points. The brand has cemented itself as an industry staple, staying on top of the latest beauty trends, while pushing the envelope with creative products. Kory Marchisotto, Chief Marketing Officer of e.l.f. beauty, joined Cheddar News to discuss the brand's strategy, and highlight some of its most viral-worthy products.

How e.l.f. beauty Became a Staple of the Beauty Industry

Welcome back to news wrap, It's that time of year again for all our beauty fanatics, C E W or cosmetic executive women is holding its annual beauty creators award to recognize and celebrate the best beauty products and creators behind them and cheddar. News is taking part. Winners will be announced on november 11th but to hold us over we are going behind the business with a finalist each week, right here on news wrap. Elf Beauty is one of the finalists this year. The brand known for making high quality products at affordable prices for every eye lip and face. I spoke with Corey Marches Soto, chief marketing officer of Elf Beauty, to get the inside scoop behind the brand strategy, its ability to keep prices low during inflation and learn why so many of its products have gone viral on Tik tak take a look, you know, it really starts with the fundamental DNA of our company. Elf Beauty is a bold disruptor with a kind heart and we create brands to disrupt industry norms, shape culture and connect communities through positivity, inclusivity and accessibility. And that's really a fundamental underpinning of all of our brands. We truly take the best of beauty and the ultima in prestige and we make it accessible and that's really been the driving force that that core value proposition is really the driving force behind all of our business. Talk to me about some of these amazing products we're looking at, I can't get enough guys, this looks amazing. So why don't we start with the C E. W. Award, let's do about that. So if we think about the brow gel, who does doesn't need to sculpt groom and lock in place all day I think especially for you this is probably critical were one of the first brands to deliver a brow gel in a pot for format. So you really get this incredible sculpting holding locking in so translucent guys, I don't know if you can see on the camera but it's so clear, you know, Alpha sent cemented itself as a fan favorite in the beauty industry. How has the brand been able to stay relevant when makeup is constantly changing and evolving? The key on that is we constantly evolve and change with it. So that's really our ability to move at the speed of culture and there's really three fundamental ways that I think we continue to keep our brands at the forefront. The first is the core value proposition, making the best of beauty accessible. The second is we really know how to attract and engage, consume and we make sure that we do that by, you know, where is the party, where are they hanging out? We're going to make sure that we're there with them. And then the third is really leading innovation, making sure that we continue to deliver on the unique needs, wants and desires of our growing communities. You talked about accessibility a lot elf, beauty has managed to keep its prices low despite the excellent products that it's known for and of course despite inflation. So how has the company been able to do that? So a couple of things are really critical, especially when you think about our namesake brand, Elf cosmetics and Elf skin and that is that core value proposition of making the best of beauty accessible to every eye lip and face. And what we make sure of is that we always have what we call the O. P. P. The opening price point, those jaw dropping, value driven opening price points and those we didn't change. We did layer on a dollar an additional increase because of the cost pressures around us. And Hannah, I think the most important thing about that was our tran. We went out to our community, we told them that we didn't want to take a price increase, but we had to do to rising cost pressures all around us. We were incredibly transparent, letting them know when it was going to happen, why it was going to happen. And that was actually met with a high level of enthusiasm for our community for our ability to really just tell it like it is and be real with them. Well, it's actually obviously resonating because it's viral on Tiktok and on instagram Elf products can sometimes be seen as dupes for those high end products. Is that something the company embraces or does it resent being seen as a little bit more of an inexpensive brand. We are definitely strategic innovators. So our decks are stacked with incredible innovators, some of which came from decades of prestige experience including myself. So what I like to say is that we're prestige inspired, but really the driving force behind what we do is being able to showcase that we can take the best of what premium has to offer and deliver it with a high value proposition. I was talking about some of the products that have gone viral. Can you show me one or two of them? Because almost all of these have gone viral, but which ones are you looking? That is true. But first I think you might have a Tiktok addition when it comes to makeup and elf is always in my algorithm. So I'm obsessed with this brand has gone viral many times on Tiktok, I would say the one that is actually breaking the waves right now is our halo glow all over Tiktok and I do have to apologize to our incredible communities out there who cannot get their hands on, it keeps selling out, It continues to sell out. We are doing everything that we possibly can to rev up those supply engines so that we can get this back in stock for you as quickly as possible are poor lists, pretty primer franchise. We call that the primer that broke the internet so it was not only viral on Tiktok, but it broke the internet full throttle and this is an incredible offering and what I do want to share with you is this brush that is all So a CCW finalist and the reason for that is we really know how to answer to our community's needs. So while you and I may love to stick our fingers and textures and formulas and get all in there, some people actually don't like to. So we created a brush that allows you to actually scoop if you could, you could see that allows you to actually scoop on one side and then buff and blend on the other brilliant Corey. You have to tell me about keys because Alicia Keys has this all over her Tiktok Sochi soul care is really all about skin and soul. So we deliver skin nourishing ingredients and soul nurturing rituals. So if we think about this little power pack goodness right here, which is the C E W finalist, This is actually a skin nurturing bomb. You've got to try. This has camellia seed oil. This has avocado oil. This has rose of Jericho for hydrating. So we like to use all clean and we like to use this everywhere. The skin needs help cuticles for an instant manicure, dry elbows, dry ankles, of course your lips and the affirmation on this, which is the soul nurturing part is I surround myself with things that are good for me and Alicia actually writes every affirmation so that we can both treat our skin and get a warm hug for our soul. Love it. And thanks to Corey Martha Soto, chief marketing officer of Elf Beauty and good luck in the final rounds of the Beauty Creators Awards. And if you want to be part of selecting some of the winners and that Q. R. Code on your screen or go to the website to vote for a launch of the year retailer of the year and influencer of the Year, you'll be entered to win one of 10 gift bags filled with over $200 of beauty products and samples.