Joey Shamah

Joey Shamah, co-founder of e.l.f. Cosmetics, shares his journey of turning a bold $1 makeup concept into a billion-dollar brand. He discusses how he disrupted the beauty industry with innovative marketing strategies and a unique retail approach, including a viral Bloomingdale's rumor that led to 192,000 orders overnight. Joey also reveals insights on navigating the IPO process, acquiring legacy brands, and the importance of adapting to market demands while maintaining simplicity in pricing. His experiences offer a playbook for aspiring entrepreneurs.