After Earnings e.l.f. Beauty’s Billion-Dollar Glow-Up: CFO Mandy Fields on rhode, Tariffs & Global Expansion
Oct 27, 2025
Mandy Fields, CFO of e.l.f. Beauty, shares insights on the brand's remarkable growth, spotlighting their marketing strategy that skyrocketed investment to about 25% of net sales. She discusses the successful partnerships with celebrity founders like Hailey Bieber and Alicia Keys, and how e.l.f. navigates the complexities of tariffs and global expansion. Mandy reveals the rationale behind the $1 billion acquisition of rhode and the challenges of managing celebrity-led brands, all while maintaining a diverse consumer base and driving innovation in the beauty industry.
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Marketing As A Growth Engine
- e.l.f. shifted marketing from ~7% to 24–26% of net sales over seven years to drive growth.
- Mandy Fields says this higher spend yields strong ROIs and builds community engagement.
Founders At The NYSE
- e.l.f. brought female founders like Alicia Keys and Hailey Bieber to the NYSE to celebrate their platform.
- Mandy Fields describes e.l.f. as a platform that lets founders keep driving their brand vision.
Three-Pillar Growth Strategy
- e.l.f.'s three-pillar growth strategy targets color cosmetics, skincare, and international expansion.
- Mandy Fields sees skincare penetration and global sales as major levers for future growth.