Elf Beauty’s chief brand officer Laurie Lam on making purpose a growth driver  

Elf Beauty recently marked its 25th consecutive quarter of growth. With sales up 28% year-on-year, it’s a business charging forward while many others struggle with stagnation.  

Laurie Lam, chief brand officer at Elf Beauty, joins The Marketing Week Podcast to shed light on how the business is achieving its success.  

“It doesn’t happen by mistake,” she tells Molly Innes, senior reporter at Marketing Week. “It really happens by design, and that design is with our CEO, who has built a board of directors that is 67% women and 44% diverse.”  

Lam also asks what would happen if other brands had boards and teams that reflect their communities.  

“We can see that for us, it equals profit. Your purpose is driving performance, and it’s driving incredible results.” 

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