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By Rodrigo Santos Andrade
e.l.f. Beauty CEO explains brand’s ‘zero-distance’ relationship with consumers
visibility comment0 event June 22, 2026 timer 18:00
Consumers are under pressure. Some brands are still growing.
At Cannes Lions, Brian Sozzi sits down with e.l.f. Beauty CEO Tarang Amin to discuss why the company continues to gain market share, how TikTok influences product development, and what today’s consumers are really looking for.
The conversation explores pricing, social media, Hailey Bieber’s Rhode brand, and why listening to customers may be the most powerful competitive advantage in business.
Timestamps
00:00 The state of e.l.f. Beauty
01:32 Marketing drives growth
02:04 TikTok shapes products
03:52 Speed wins
04:18 Consumer price pressure
05:22 Price cuts and testing
05:40 The tariff refund story
06:13 Understanding consumers
06:59 The Rhode opportunity
07:46 Working with Hailey Bieber
08:18 What Tarang learned
#canneslions #elfbeauty #marketing #consumerbrands #retail #business #tarangamin #yahoofinance
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