Connecting with Gen Z: e.l.f. Beauty’s Strategy for Success
During a recent all-staff town hall meeting, e.l.f. Beauty employees participated in a few minutes of box breathing, a mindfulness practice that helps reduce stress and increase focus. On the Zoom screen, Tarang Amin, the CEO of the company, was seen practicing the technique along with his team. The session included shout-outs from employees, celebrating each other’s achievements and welcoming new hires. The chat exploded with fire and applause emojis and exclamation points, creating an energetic and positive atmosphere.
At the half-hour mark, Amin addressed the group to introduce the meeting’s main topic: fair-trade initiatives. Reflecting on the event later, he emphasized the importance of connection, especially with the Gen Z and millennial workforce. “They absolutely eat it up,” he said, highlighting how this approach resonates with younger generations.
Amin, who is 60 years old, is working hard to understand and engage with Gen Z shoppers and employees. e.l.f. Beauty, based in Oakland, California, has built a loyal following among teens and young adults. The brand prides itself on being inclusive, offering affordable products such as blush tints, primers, and setting sprays that sell for $10 or less at retailers like Target and Walmart. These products are labeled as cruelty-free and vegan, appealing to environmentally conscious consumers.
The company’s social media campaigns have also played a significant role in its success. For example, a 2019 TikTok challenge led to a song that became popular among teens, and slogans like “e.l.f.ing Amazing” went viral. According to a spring 2025 survey by investment bank Piper Sandler, e.l.f. ranked as the No. 1 cosmetics brand among female teens.
Amin attributes the company’s success to its close relationship with its employees, whom it refers to as “e.l.f.z.” He notes that three-quarters of the 650 employees are in their 20s and 30s, with most being women. “Our team is our community,” he says, adding that this connection gives the company a unique edge.
In May, e.l.f. made its largest acquisition to date: a $1 billion cash-and-stock purchase of rhode, a cosmetics and skin-care line co-founded by celebrity model Hailey Bieber. This move will allow e.l.f. to expand its reach among 20-somethings and teens by introducing rhode products in Sephora stores across the U.S.
When e.l.f. executives met Bieber last fall over dinner at a Los Angeles hot spot, some team members dressed up for the occasion. However, Amin maintained his signature casual style—lightweight Armani V-neck sweaters over dress shirts and Citizens of Humanity jeans. “It’s really important that what you see is what you get,” he said, emphasizing his straightforward approach.
The evening was successful, and Amin recalls enjoying the rigatoni all’arrabbiata. “I like spicy. Everything was great,” he said. Bieber praised Amin’s understanding of rhode’s mission, stating that he couldn’t think of a better partner for the brand’s next phase.
Born in Kenya to Indian parents, Amin moved to the U.S. as a child. His family started running motels in Alexandria, Virginia, when he was 14. Amin learned the value of customer service and employee respect through his parents, who implemented a system where managers could earn equity in the business if they met certain goals. This experience influenced Amin’s decision to offer restricted stock units to e.l.f. employees, vesting over time.
After attending Duke University for college and earning an MBA, Amin worked at Procter & Gamble and Clorox before becoming CEO of Schiff Nutrition International in 2011. In 2014, TPG Growth acquired a majority stake in e.l.f., appointing Amin as CEO. The company, founded in 2004, gained prominence by offering affordable cosmetics online, a bold move at the time.
Amin values the insights of his younger employees, often incorporating their ideas into the company’s strategies. For instance, a few Gen Z employees suggested reaching out to Oliver Widger, a TikTok influencer known for sailing around the world with his cat. e.l.f. airdropped a care package to Widger, which led to a livestream and a Roblox contest. Amin initially worried about branding, but his team assured him that authenticity would generate buzz.
This approach has proven effective, with the livestream attracting 150,000 views and eventually reaching millions. Such initiatives keep customers loyal and attract new fans. Kirk Perry, interim CEO at Kenvue, praised Amin’s ability to understand consumer trends, calling him one of the best in the industry.
Amin continues to embrace the perspectives of his younger employees, allowing them to shape their roles in creative ways. “Gen Z in particular does not want to be put in a box,” he said, emphasizing the importance of flexibility and innovation.
