@@sailorbobellunfortunately they will. you can see it in a lot of their products. i got the putty primer for around $12-15 a few weeks ago, and i was shocked because when i saw jeffree star’s review a few years ago he said it was only like $7. part of it is inflation, part of it is realizing how much they can upcharge. it makes me wonder the revenue they honestly get because i used to find ELF in dollar tree back in like 2013, so i wonder how much revenue they’ve accumulated since they’re in ulta and sephora now.
This channel is definitely gonna grow big. I haven’t seen a business analysis channel specifically focused on beauty and fashion yet. Probably because people don’t think much about business when it comes to more “feminine” interests. This channel is a refreshing voice in a male-dominated RU-vid niche. I’m excited to see more!
ELF was EVERYTHING when I was in middle school in the late 2000s and had not 5 dollars to my name. And I still buy from them now sometimes as an adult, which I think says a lot about the company. Great video, keep it up!
ELF was the first brand I bought when I started getting into makeup. I think a lot of people can relate with that. Good for them! I love their products still!
Well, your newsletter just gained a new subscriber... me. I'm a 57 y.o. male (perhaps not your target demographic I know), and have worked in the beauty industry in product and marketing for decades, inching closer to retirement. I clicked on this video out of curiosity. I am truly impressed by your ability to integrate financial info, lessons from business schools like Stanford and Harvard Business Review, analogies to other industries like tech, drawing from academic papers, government documents, and even pop culture references I am not familiar with (I have not seen Legally Blonde), all while not over complicating it for your viewers who may be new to this sort of information. Kudos to you. Not sure what your career background is in but this is an excellent case study of Elf's business. Beautiful thing about RU-vid is this kind of content is freely available, which I didn't get access to when I was younger and first entering the industry. I am both a channel subscriber and newsletter subscriber now. Looking forward to more from you. Best of luck. - Bryan
Wow, I am so grateful that you stopped by to watch and that you left this lovely comment! This comment is so validating coming from someone with your experience. Thank you! ❤
Gen z here, (2002) and I think there’s so many reasons why elf is the favorite of so many in this generation. Obviously the price point is accessible to teens and young adults. I couldn’t afford luxury makeup brands until I was 20 but started using elf around 13 and still use sooo many of its products to this day right along side my TooFaced and Urban Decay. Secondly, I’ve been a vegetarian since I was 9. As soon as I got into makeup, I started opting for the vegan options. And there’s so much comfort in knowing that with elf, no matter what what you pick you can safely know no animals were tested on to make this and there are no animal products in the makeup either. And at an affordable price, this almost makes elf too good to be true. Especially when with other makeup brands, drug store and luxury, a brand might be cruelty free but you really have to do your research on what individual products are vegan and which aren’t. Like I can use a TooFaced foundation, but not their eyeshadow palettes since they contain carmine. Sometimes the research is just too annoying and I just want to pick what ever I see and like. 😅 thank you elf for being that brand.
You coulda just said you liked it coz your vegan instead of writing all that an telling us when you was born no ones cares you are gen z irl its just a marketing buzzword
Yes! I use elf products alongside my high end nars, mac, and fenty products and they work beautifully together. I reach for my halo glow over my studio sculpt foundation almost daily.
Elf is the only brand I’ve found that has the right foundation shade for me. I’m super pale and most foundations I’ve tried are too dark at their lightest colour and warm toned (I’m cool tone) I never felt like I could do any proper make up look so didn’t try and I felt like I was missing out. I’m glad I found elf, boosted my confidence
Long term ELF fan. Their products are excellent quality and in trend, but for me the vegan and cruelty free commitment are what sets them apart. All this at that price point, they are unstoppable
When I was in high school in the 2010’s elf was there, but it was really just seen as a cheap brand for basics if you couldn’t afford anything else. Now elf is one of my first choices for a lot of products. Their dupes for high end stores are great and they have really improved their formulas. I have seen them grow so much it really is crazy to think of how far they’ve come in 10 years
Just like McDonalds is truly in the business of real estate, I believe elf is truly in the entertainment business. The makeup has never been about the quality or unique ingredients, instead it’s like the fast fashion of makeup- inspired by trends and the thrill of a low sticker price. They found their niche with gen z and treated cosmetics as a business venture rather than trying to make the next best makeup products. It’s genius, really, and your research was so fascinating! Can’t wait to watch more of what you produce.
I still remember when e.l.f. Cosmetics had a couple of their own physical retail stores a few years ago when I was in high school/ college and it still wasn’t getting too big. It’s so interesting to see how far the brand has gone and going viral with each launch now!
Really stoked to see your channel in my recommendations! I’m currently studying data analytics, and I love hearing about beauty trends. Elf is my favorite to boot. Looking forward to more videos 🎉
Hi Devil! As always- fantastic installment ❤ one thing I have really enjoyed about both of your videos as someone who almost exclusively watches longer format beauty and fashion content (such as video essays) is the shorter length of the video; while I think you could absolutely do justice to a longer video, I personally think your expertise and research capabilities shine the most with this shorter format because it showcases simplicity and conciseness. To understand a topic so thoroughly that you are able to explain it quickly, in plain language, without lingering is incredibly impressive to those familiar with academic or technical writing. Additionally, the 10-15 minute video niche feels very underserved, at least on my explore page; where have the random Ted Talks and animated videos explaining some random physics theory gone? I haven’t a clue, but I’m happy to see your videos in their place. Digressing back to why your videos stand out from a beauty and fashion consumer perspective- I can confidently say that I have never watched a video centered on a “normal Wal-Mart/Dollar General” beauty brand like Elf before; it is SO refreshing to watch content that doesn’t revolve around brands with cult followings that will never appear outside of boutique stores like Ulta and Sephora. Even when products from more traditionally known beauty brands such as Maybelline are featured on channels, the creator almost always qualifies their review with (what can almost be considered to be a class signifier) “I ran down to target to pick this up!” I always thought it odd that some of the most fashion and beauty forward women I have had the pleasure of knowing while growing up in a rural area are entirely alienated by the majority of RU-vid beauty content and I am happy to say that if they ever decided to give RU-vid a second chance and asked for recommendations, I would tell them about your channel! Keep up the good work!
Wow thank you so much for the thorough and thoughtful comment! I appreciate you watching and really enjoyed the feedback, which motivates me to continue doing this type of work. ❤️😊
thanks ELF has been rallying, yet yours is the only company analysis on RU-vid. Your content and delivery show that you are not a noob about the company, the sector, and RU-vid delivery. There is a lot of opportunities for you. Subscribe
I love how informative and well put-together this video is! I love some elf products - especially their liquid liner (which i exclusively buy from them) and their brushes are nice too when you wanna save some money. I hope they're around for a long time, they seem to be doing better than some long-time lux brands.
Thanks so much for watching! Yeah, financial analysts have projected a positive outlook for e.l.f., and the company's stock seems to be doing well (for now). Such an interesting journey for them overall
I had no idea they were a publicly traded company, and never thought to even look. This may be one to add to my portfolio. Thank you! This was well done, and I'm already looking forward to the next video!
I actually did a stock market project for this company elf for my class and I was amazed at how such a small company had such a big revenue. There’s sales went up tremendously every day and it’s such a great company to invest in if you think about it. It’s a small company that’s revenue and sales is going up by the day.
I am a Zillennial (millennial and gen z) I know my girlfriend and my mom are into elf cosmetics. I bought my gf makeup for Valentine's Day and I'm buying my mom's makeup for Mother's Day.
Ive been using Elf since I was a teenager and now I have preteens. My 12 year old is mostly only interested in basic makeup and skincare, which is great because elf has that!
The marketing makes me want e.l.f products and sometimes they are good and sometimes less so. For example, everyone raved about the concealer, but on me it's plain. Some cream blushes are good and some are not. Can't say every product is a winner. But their Instagram account is very tempting to purchase at the low price.
I'm so impressed by the way you explained every section, especially the sustainability analysis and scope breakdown. This was so informative, i always wondered about these things with elf and cosmetics in general. Your channel is going to grow big, I'm sure of it!
10 of my every day holy grail products are from Elf. They are killing it in the makeup game right now. Their matte putty primer, halo glow liquid and powder, camo foundation, brow pencil and pomade, and brushes are just incredible. And SO CHEAP.
As a 34 yr old male who wears the same cloths 6 days out of the week and washed his face with shampoo, I really enjoy your videos and company profiles despite the fact that i am not the customer base. Next time I see e.l.f product on the shelf I can be " ohh..neat"
Elf will always be my go-to makeup brand. I've been using their products before they became popular and when I first started wearing makeup. They have great quality stuff at such an affordable price. No one can beat them.
Elf commented on one my Instagram posts and it made me so happy. I’ve been using elf products for as long as I can remember. That putty primer is the best!
what an amazing channel, great analysis too, is really cool to see and understand a little bit more of the things that we don't see often about these brands or the industry in general
Personally, I would interpret the idea of wealthy women buying cheap cosmetics as either they don’t have interest in makeup so they don’t care if it’s luxury or not, or they aren’t as wealthy as they seem, the type of people who live in cheap flats and rent designer bags/clothing, cars etc so they have a low budget on anything that they don’t rent/buy for social status.
I commented a while ago about how I bought some shares of elf when this video just came out. My total return is up 96.2% with 21 shares now. Thank you. :3
Love how affordable and amazing the products are! My two holy grail products are the hydrating camo concealer and the putty poreless primer! I always buy backups ❤
It makes sense though. They really have such a great products at affordable prices. I’ve replaced a good chunk of my high end makeup with their products!
The Fashion Industry employs millions due to the thousands of manufacturing companies and brands. Contributes ro many counties' GDP. This kind of analysis is very relevant. Good episode!
The good quality, and how they’re better than expensive brands make Elf one of my favorite cosmetics products. I honestly don’t even buy other products anymore. Elf has everything I need
ive loved elf ever since I first got into makeup. i remember being blown away by the value of their jelly pop line, their products have consistently good quality for sure
I remember ordering on the Elf cosmetics website before I made my first Amazon purchase. They were truly ahead of the game. This is an awesome channel, I can't wait to see more videos!
Awhile back, they use to have several stores in NYC. I wish they still had it because it was a good experience shopping there! It’s just simple private label products..which is what quite a few brands are minus that insane markup. It also makes you think if elf is so cheap, yet profitable..imagine how much profit a lot of these other brands are making.
This was the first video I watched from this channel, and it made me subscribe. Well researched, easy to watch, and with many interesting themes for me to think about. Great work!
On the note of generation alpha my daughter is four and has expressed an interest in doing her make up. She has been playing with my brushes and I let her use a little bit of my make up but I didn’t feel comfortable with it without knowing it was safe. And for her birthday I am planning on giving her some non-toxic make up and I was looking for the best make up brand out there that has make up in her colors that she loves and Elf seems to check all the boxes text its the reason I’m here, to do a little bit more research. I am probably actually going to get a couple of their skin care items as well for myself.
I work for Keys Soulcare (which you mentioned in the vid), I loved and appreciated that video so much. Elf is constantly raising the bar. Continue these videos because there is no way that all this talent and dedication is not gonna get you far!
@@thedevilwearsdata people here love western brands.. i think it gives the feeling of luxury over Indian brands (even Korean brands).. bonus if it's affordable and Elf ticks all the boxes... Though honestly MAC & CT are more famous among the richer sections of Indian society
@@dr.k1012 That's interesting...I didn't even know CT was available over there. Thanks for sharing! What are some Indian makeup brands that are popular if you don't mind sharing? I'd love to look them up.
@@thedevilwearsdata For high-end Indian makeup brands I'd say- Sugar, Gush beauty, Kay Beauty, Kiro, Just Herbs Mids would be- Nykaa Makeup, Plum makeup, Mamaearth makeup, Simply Nam, Pigment Play Affordable Indian makeup is a HUGE section but the most popular brands are- Swiss Beaty, Blue Heaven, Insight cosmetics, Mars cosmetics There are also some OG international brands like Maybelline & Loreal that entered Indian market a couple decades ago so are now well established to the point they are available offline EVERYWHERE. They have products here in all sections from economy to high end.
@@thedevilwearsdata also, not only CT but many Western brands are now available in India but at quite steep prices.. I've seen atleast some products from Benefit, Too faced, ABH, NYX, Huda beauty, Wet&wild & Smashbox online.. MAC I've always associated with the uber rich Indian old women 😅 PS- love your analysis videos
This is second vid i watched on your channel, and i like them! Very informative! About elf, only one bad thing I heard bout them its their advent calenders 😂 they keep making calenders with same filling thru the years, hope they will listen to customers and change that 👍
Thanks so much for watching!! And I hadn't heard about the advent calendars being the same every year. Maybe they'll change it up this year! I guess we'll see
you should do a video on how lvmh grew to be the company that owns high fashion companies. i’ve always been interested how they managed to own like every brand. they’re like the disney of fashion
Interesting to hear this! I remember over 10 years ago. It was 2010/2011. When I first discovered elf. Everyone was so intrigued! Brow gels werent a thing but everyone loved their brown gel liner. Both were extremely popular. The setting spray, the brushes. Oh and the blush/bronzer duos. I remember elf was the cheap makeup everyone loved. For some reason at the time, it was “embarrassing” to wear wet n wild. They were considered to have the cheap stuff that only girls who didn’t know what they were doing bought. Love seeing how far the two companies both have went ❤❤🎉🎉
This was an amazing video! I’m doing my college graded unit on elf & have done some online research recently but I came across this by chance on my RU-vid & it’s so in depth and interesting ❤️
Love, love, love this channel. Loved the video and am looking for more content of this sort. Do you mind linking the articles you mention in the description of the video for future stuff? Would be really helpful.
This video was truly amazing! I'm currently working on writing a research essay for a Business Management course, and this source was very useful, as it contains a lot of information on business strategies and analysis in relation to ELF's growth over the years. Thank you so much and great work!
Well, weird how the brand gained so much popularity but in my country recently its been pulled out of all the shops so you cannot find it anywhere , not even online....
@@thedevilwearsdata Romania , but the prices they sell makeup and cosmetics here its pretty high so you even with Elf the prices where not that affordable so the more popular drugstore and affordable alternatives here are Maybelline , L'oreal and usually the best sellers from stores like Sephora are also more expensive
I was introduced to E.L.F cosmetics when the company just started. My first attempt left me with nothing but disappointment. I think there are many indies brands out there for better options. The rise of their cosmetics has alot to do with advertisement in genzers where skin concerns are less prioritized than appearances with surgical fixation. I still think high price comes with quality but not overpriced. Eventually, I can see E.L.F cosmetics ends up just like other brands we can already purchased in the drugstores grade like L’Oréal etc. but I have to admit knowing how to pivot your marketing strategies can be a game changer.
