Company Announcements

Bold new campaign encourages the community to “give an e.l.f.” and join the company in making the world a better place for every eye, lip and face

OAKLAND, Calif.--(BUSINESS WIRE)--Oct. 28, 2025-- e.l.f. Beauty (NYSE: ELF), a purpose-led, results-driven company on a mission to make the best of beauty accessible to every eye, lip and face, today released its fourth annual Impact Report.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20251027352775/en/

e.l.f. Beauty releases 4th annual Impact Report, emphasizing it’s evolved purpose statement: to make the world a better place for every eye, lip and face.

The digital-first report is built around the theme of “the every”— a reflection of e.l.f.’s commitment to be a bold disruptor with a kind heart. To amplify the message behind the Impact Report, e.l.f. also launched a bold, international consumer campaign: “Give an e.l.f.” The campaign features voices of kindred spirits and encourages the community to fuel their own sense of purpose.

“Sharing our Impact Report is one of my proudest moments each year as we see the collective highlights of living our vision to be a different kind of company by building brands that disrupt norms, shape culture and connect communities through positivity, inclusivity and accessibility,” said Tarang Amin, Chairman and CEO, e.l.f. Beauty.

The report includes an evolution of the company’s purpose statement to emphasize action and impact: to make the world a better place for every eye, lip and face.

“Our commitment to show up as bold disruptors with kind hearts has been unwavering throughout the company’s 21-year history,” Amin said. “It guides how we operate each day and why we make every one of our choices as a purpose-led, results-driven company.”

e.l.f. Beauty’s strong ethos powers its purpose, purpose powers its people, people power its performance – and performance powers its possibilities. Focusing on achievements across key areas, including People & Culture, Innovation & Community, Campaigns & Activations, and Environment & Sustainability. Key highlights reported include:

• At least 2% of the prior year’s profits – totaling more than $2.5 million in FY2025 – donated to changemaking causes that align with the company’s values, spanning boardroom diversity, animal welfare, health and wellness, women's empowerment, LGBTQ+ advocacy, disaster relief and more
• More than 140 business leaders, nonprofits and peer companies have joined e.l.f. Beauty’s Change the Board Game coalition, all committed to creating more accessible boardrooms
• 75% of e.l.f. Cosmetics products are $10 and under to maximize accessibility
• 73% of e.l.f. Beauty brands’ products are made in Fair Trade Certified facilities*
• 100% of cosmetic brushes' wood handles now use Forest Stewardship Council™-certified wood*
• Achieved a 33% reduction in packaging intensity in FY2025 versus a 2019 baseline, exceeding our 2030 goal for a 20% reduction*

The complementary campaign, created with creative agency CASE, will be featured across social, digital, print and out-of-home placements with a simple, direct call to action: “What do you give an e.l.f. (F#@&) about?” Among those giving passionate and confident answers – straight to camera – are:

• Billie Jean King, equality champion, gives an e.l.f. about board diversity representation
• Aditya Madiraju, creator, gives an e.l.f. about LGBTQIA+ advocacy
• Jaedyn Shaw, professional soccer player, gives an e.l.f. about women in sports
• Kgothatso Montjane “KG”, paralympian, gives an e.l.f. about empowering.legendary.females.
• Amanda Nguyen, astronaut and activist, gives an e.l.f. about women’s rights
• Katherine Legge, professional racecar driver, gives an e.l.f. about putting girls in the driver’s seat
• Meduulla, musician, gives an e.l.f. about amplifying voices
• Melanie Barcenas, professional soccer player, gives an e.l.f. about self-expression
• Jess Rona, dog groomer, gives an e.l.f. about cruelty-free
• Javon Ford, cosmetic chemist, gives an e.l.f. about affordable skincare made with quality ingredients
• Paul Rice, founder of Fair Trade USA, gives an e.l.f. about Fair Trade

“We all give an e.l.f. We have the courage to care and that’s how we make the world a better place for every eye, lip and face,” said Kory Marchisotto, Chief Marketing Officer, e.l.f. Beauty. “This campaign is our collective voice calling the world to stand up, speak up and show up for what matters. It’s turning caring into a cultural movement. We’re force multiplying with icons like Billie Jean King and Amanda Nguyen to inspire everyone to take action on what they give an e.l.f. about.”

The campaign will appear across more than 40 digital screens in Moynihan Train Hall at New York’s Penn Station, and will be seen as a two-page spread in The New York Times on Sunday, November 2, 2025.

e.l.f. Beauty is also hosting a live activation today at 410 Lafayette Street in New York City from 10AM – 6PM ET, where the public is invited to “give an e.l.f.” — literally and figuratively. At a custom kiosk, visitors can select a cause they care about, and e.l.f. Beauty will make a donation to a nonprofit organization focused on that cause. Participating guests will receive a printed receipt confirming the donation and are invited to take their receipt to the gift bar in exchange for e.l.f. Beauty products.

To explore the full FY2025 Impact Report and learn more about how e.l.f. Beauty is creating change, visit: elfbeauty.com/impact.
Check out the campaign trailer here.

* These metrics do not include rhode, acquired in August 2025. Fair Trade metric is calculated on a unit basis.

About e.l.f. Beauty

e.l.f. Beauty (NYSE: ELF) is fueled by a belief that anything is e.l.f.ing possible. We are a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. The mission is clear: to make the best of beauty accessible to every eye, lip and face. e.l.f. Beauty and its brands, e.l.f. Cosmetics, e.l.f. SKIN, Keys Soulcare, Well People, Naturium and rhode, are led by purpose, driven by results and elevated by superpowers, offering e.l.f. clean and vegan products. e.l.f. Beauty proudly stands as the first beauty company with Fair Trade Certified™ facilities. With a kind heart at the center of e.l.f.’s ethos, the company donates at least 2% of the prior year’s profits to organizations that make positive impacts. Learn more at www.elfbeauty.com

View source version on businesswire.com: https://www.businesswire.com/news/home/20251027352775/en/

Laura Cosgrave
lcosgrave@elfbeauty.com

Source: e.l.f. Beauty