E.l.f. Cosmetics has been beating the odds, and continuing to sell makeup during the pandemic. 

E.l.f. Cosmetics has been beating the odds, and continuing to sell makeup during the pandemic. Throughout COVID, E.l.f has been doing what many other major beauty companies consider “impossible” right now: posting growth in cosmetics at a time when young shoppers are cooped up at home and changing their relationship with makeup. Since January, E.l.f released 17 new products and posted their sales growth at $72 million, making them “the only mass cosmetics brand to post growth during the quarter.” According to Nielsen, their color cosmetics sales are up 3% compared to an average of 20% declines for other brands. Their success can be attributed to shifting their marketing efforts to platforms where young consumers were hanging out—like TikTok where they’ve held several sponsored hashtag challenges. (Vogue Business)