e.l.f. Cosmetics
Leading creative for a rapidly growing beauty brand at global scale.
OVERVIEW
Over my six years leading creative at e.l.f. Beauty, I helped shape the brand as it grew from $275 million to more than $1 billion in annual revenue, becoming the #2 mass beauty brand with 25 consecutive quarters of growth while expanding into new categories, retailers, and channels.
Rather than a single rebrand, the work centered on continuously evolving the creative while building the systems, team, and content engine needed to support one of beauty's fastest-growing brands.
MY ROLE
I led creative direction across campaigns, product launches, retail, digital, Amazon, and brand experiences, partnering closely with marketing, product development, merchandising, and executive leadership while leading and growing the in-house creative team.
KEY CONTRIBUTIONS
Built a Scalable Creative Organization
• Grew the in-house creative team from 4 to 15+
• Established scalable content systems supporting launches, campaigns, retail, digital, and social
• Recruited key creative and marketing leadership
Transformed the Retail Experience
• Led the evolution of visual merchandising across major retailers
• Expanded shelf presence at Target, Walmart, Ulta, and others
• Contributed to e.l.f. becoming the #1 most productive beauty brand globally, measured by dollars per linear foot
Scaled Amazon
• Directed creative for e.l.f.'s largest digital retailer
• Supported 8.5× business growth over three years through scalable creative and merchandising
Power Grip Primer
Power Grip Primer is the #1 item in mass color cosmetics and the #1 Primer in the U.S. One Power Grip Primer is sold every 3.5 seconds.
Viral Launches.
Glow Reviver Lip Oil:
Glow Reviver Lip Oil has been e.l.f.’s best-selling product both in 2024 and 2025, with one sold every 2.4 seconds in 2025. The launch fueled the e.l.f.’s position to the #5 spot in the overall lip category.
Glow Reviver Melting Lip Balm:
Glow Reviver Melting Lip Balm collection was the e.l.f.’s top launch of 2025 and the second-highest-grossing lip product in its assortment. One balm was sold every 4.9 seconds in 2025.
e.l.f. Cosmetics x Dunkin’:
5 billion press impressions. 38 million social impressions. Sold out in 10 minutes.
Brand Collaborations.
e.l.f. Cosmetics x Chipotle:
4 billion media impressions. 28 million social impressions. Sold out in less than an hour.
Winner of two Cannes Lions, Bronze, 2021: Social & Influencer Partnerships + Social & Influencer Content Marketing.
e.l.f. Cosmetics x American Eagle:
8 billion press impressions. e.l.f.’s first fashion collaboration.
Increased shelf space across nearly all major retailers—Target, Walmart and Ulta, Leading to e.l.f.’s rank as the #1 most productive brand globally, measured on a dollars per linear foot basis.
Retail Experience.
