E.L.F. BEAUTY

Kgothatso KG Montjane doesn’t give an e.l.f. about being first. She gives an e.l.f. about being her best. ✨ In our newest Give an e.l.f. episode, KG rewrites what greatness looks like, on her own terms. The legendary tennis icon is growing the game in South Africa, championing opportunities for people living with disabilities and uplifting a new generation of empowering. legendary. females. 🎾🔥 For KG, impact isn’t a title. It’s what you build for those coming next. And that spirit is exactly what fuels e.l.f. Beauty’s fourth annual Impact Report, which outlines our commitment to creating access, expanding representation and uplifting our community. 🩷 🔗 See how KG inspires us to give an e.l.f.: elfbeauty.com/impact 

e.l.f. Beauty is having an eyes.lips.finally. moment today: We’re officially launching in the Gulf Cooperation Council (GCC), exclusively with SEPHORA. 🎉 Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the UAE now have in-store access to e.l.f. Cosmetics, with both e.l.f. Cosmetics and e.l.f. SKIN available to shop online. 💄 What guided us here wasn’t guesswork--it was our community. One of our biggest learnings in global expansion is that paying attention to people matters. And in the GCC, the demand from our community was clear long before products ever hit shelves: 📣 The GCC has been the number one most requested region for e.l.f. among markets without a retail presence.  📈 Search interest and social mentions have risen by 38% across the region, according to Google Trends. It's why we pay attention when our community sends out a signal, because they inspire and inform everything we do. 💖 e.l.f. is committed to delighting the local community, not just with premium-quality products at extraordinary prices, but by showing up meaningfully in the market. Our eyes.lips.finally. campaign can be seen across Dubai’s Golden Boulevard, digital takeovers in Dubai Mall and through our partnership with Sephora. 📍 We’re proud to bring the best of beauty to every eye, lip and face across the GCC and to continue learning from the community that led us here. ✨

As the 2025 National Women's Soccer League (NWSL) Championship kicks off, we’re reflecting on what year one of our partnership taught us. ⚽️ At e.l.f. Beauty, we didn’t step onto the pitch for fanfare--we showed up to practice our purpose: empowering.legendary.females. We made space to listen, learn and show up for a community that’s long deserved more visibility and investment. It’s what inspired our first-of-its-kind partnership with the NWSL and why we’ll keep looking for ways to amplify women’s sports. 💪 It also reminds us that when you build with community at the center, you don’t just activate--you create access, belonging and belief that extends far and wide. The biggest takeaway: Purpose works best when it’s practiced. From expanding representation with our four stars--Melanie Barcenas, Abby Dahlkemper, Lo'eau LaBonta and Jaedyn Shaw--to opening doors for the next generation with our Glow for Glory competition, we saw how heart paired with action can spark long-term impact. ❤️ For anyone watching the momentum in women’s sports, the opportunity isn’t just in the spotlight. Real progress comes from consistent investment in the athletes, fans and future leaders who power the sport forward. 🏆 If year one taught us anything, it’s that this is more than a partnership. It’s a movement to uplift women’s sports and one we’re committed to nurturing for the long run. 🚀

This weekend reminded us just how powerful it is when young women have space to dream, create and connect. ✨💭🔗 At Sunniefest in Dallas, girls gathered not to be told who they should become, but to explore who they already are. The festival included workshops and fireside chats where they could see that confidence isn’t a mask, but something shared. 💕 e.l.f. Beauty was honored to stand beside our partners at Hello Sunshine for a fan activation. We brought our Give an e.l.f. campaign to spark honest conversations about what each attendee gives an e.l.f.  about, and invited everyone to decorate their own Caboodles, discover products and connect with their own spark. ✨💄🎨 In a world that often demands perfection, Sunniefest offered something more real: a place to belong and a glimpse into the bold, bright future this generation is already shaping. 🌟🔮

Experience matters--especially when it’s paired with a commitment to representation. In e.l.f. Beauty's latest installment of Change the Board Game Board Stories, we highlight Rob Smith, a retail industry veteran with 40 years of experience in the retail industry and over a decade-long board career. As a leader focused on inclusivity, Rob welcomes diverse perspectives and encourages others to do the same in the boardroom. He also shares candid reflections on how his lived experiences shaped his leadership and how his mentors and allies helped him navigate the challenges of corporate boards. One key lesson Rob learned? Boards must reflect the communities and customers they serve. Early in his board journey, he encountered a board that didn’t, so he worked to ensure that diversity and representation became a core priority, creating more meaningful impact and better business outcomes. In 10 years, the business doubled in size under a more dynamic and diverse corporate board. Rob’s story is a powerful reminder that lived experience, inclusion and authenticity aren’t just values. They’re strategic advantages. 🔗 Learn more about the coalition and how to join at ChangetheBoardGame.com 

What does kindness sound like? 👂 We went on a little sound journey with our friends at Beekman 1802, kindness.org and the Sonic Institute to find out. 🔍 Together with Dr. Brent Ridge, MD, Dr. Oliver Scott Curry and Adrian DiMatteo, we explored how certain sounds can shift your mood, calm your mind and open your heart. ✨ When we talk about the sound of kindness, it's really about how connection feels when we show up for each other with care. 💗 Our biggest learning moment? Dr. Curry, Research Director at kindness.org, noted that workplaces with kindness embedded within their culture have a happier workforce. 😊 "Lots of research has shown that kinder companies do better. They have happier employees and kindness is good for the bottom line," he said. 📈 So kindness isn't just something you can see, hear or do—it's something you can feel. 💫 At e.l.f. Beauty, kindness is central to everything we do. It guides our vision to create a different kind of company that connects communities through positivity, inclusivity and accessibility. 🌈 Because when we listen with kindness, we make space for more empathy, more joy and more e.l.f.ing positivity in the world--for every eye, lip and face. 👁️👄👩 So go ahead, turn up the volume on kindness. 🔊

Can you hear kindness? 👂 ☺️ Research compiled by Kindness.org shows that moments rooted in kindness--including natural and socially uplifting sounds--can reduce stress, boost mood and inspire more positive interactions. 🙌 So this World Kindness Day, e.l.f. Beauty and our friends at kindness.org and Beekman 1802 are here with the Sounds of Kindness to break the doom-scrolling cycle and bring a little more light to your feed. ✨ From ASMR soundscapes and self-care audio rituals to baby goat bleats in Roblox and a deep dive into the science of sound on Twitch, e.l.f. Beauty’s symphony of sounds is designed to shift your social algorithms and brighten your day. 🤗 🎧 Here’s the lineup:  ✨ e.l.f. Cosmetics & e.l.f. SKIN — ASMR reimagined as calming natural soundscapes for mindfulness  🌿 Well People — A sunny meadow chorus of birds and nature  🔔 Keys Soulcare — A soothing sound bath of bowls and chimes for inner calm  💧 Naturium — The rhythmic wash of water, celebrating consistent self-care  🛁 rhode — Tranquil bubbles and running water for ritualized peace  🐐 Beekman 1802 — Joyful baby goats, the sound of neighborly kindness  ☀️ Kindness.org — “You Are My Sunshine,” set to real moments of human connection Kindness is contagious and with sound as our spark, we aim to fuel kindness through positivity, build a movement of collective goodness and support emotional well-being for every eye, lip and face. 💕 Bonus: Tune into e.l.f. YOU! on Twitch at 4 p.m. EST for a live stream exploring the science of sound and its power to connect us all. 🎥 So, how will you turn up the kindness today? 🔊🫶

Aditya Madiraju gives an e.l.f. about representation and why everyone deserves to see themselves reflected in the world around them. 💫     In the latest Give an e.l.f. episode, the creator celebrates blush that shows up on brown skin, champions inclusivity for the LGBTQIA+ community and shows how advocacy can help make spaces more equitable for all. 🏳️🌈     At e.l.f., we’re committed to amplifying underrepresented voices, empowering individuality and creating meaningful impact alongside bold disruptors like Aditya and our community, who inspire everything we do. 🫶    We’re continually inspired by organizations like It Gets Better, whose mission is for LGBTQ+ youth everywhere to know that their stories matter, their voices are powerful and their presence changes the world. Their work reinforces why visibility and advocacy matter--always. ❤️    With voices like Aditya’s leading the charge, it’s a reminder that representation and inclusivity aren’t just ideals--they’re actions that inspire the next generation. ✨    🔗 Discover how we give an e.l.f. in our fourth annual impact report:  Elfbeauty.com/impact 

Meduulla knows voices can change the world--and she’s using hers to move culture forward, because every voice matters. 🎤 That belief is at the heart of our fourth annual Impact Report, built around the theme of “the every." 💕 We’re committed to celebrating every voice, empowering people to express their individuality and driving the meaningful conversations that spark real change. 💥 And we’re proud to continue this mission with bold disruptors like Meduulla, who gives an e.l.f. about turning up the volume on what matters most. 🔊 In our latest Give an e.l.f. episode, Meduulla shares what she stands for: ✨ Self-expression ✍ The power of words 🎵 Hip-hop 🤝 Unity Through bold disruptors like Meduulla and our Impact Report, we continue to champion people, the planet and the communities we serve. 🌟 This commitment to inclusivity, positivity and accessibility is at the heart of everything we do. 💜

When it comes to giving an e.l.f., Amanda Nguyen leads by example. 🚀 In the latest episode of our “Give an e.l.f.” series, the Nobel Peace Prize-nominated activist, astronaut and founder of Rise shares how she’s turning purpose into progress, from changing civil rights laws to championing women’s rights around the world. 💪 Amanda’s mission to democratize justice perfectly aligns with e.l.f.’s values of empowerment and accessibility. Her path from rewriting laws to training for space exploration embodies what it means to reach for the stars--literally and figuratively. 🌟 She gives an e.l.f. about inspiring others to dream big and take action for change, showing future generations that no dream is too astronomical to chase. Her resilience reminds us that purpose can move worlds--and inspire new ones. 🔥 We’re proud to partner with Amanda as part of our fourth annual Impact Report, celebrating those who turn passion into progress. 🩷 🔗 Discover how you can give an e.l.f. about what matters most in our Impact Report: https://lnkd.in/e-FSVxXj