NEW YORK — In a recent Glossy interview, E.l.f. Beauty CEO Tarang Amin detailed the company’s aggressive growth strategy, including international expansion, a rare price increase, and plans to double the business in the coming years.
The interview follows the company’s Q1 earnings report, which showed 9% net sales growth to $354 million, a modest improvement over last quarter’s 4%, though down from the 28% full-year growth in 2025. A key driver: 30% international sales growth, fueled by the brand’s strong performance at Sephora Mexico.
“We see the potential to more than double our business,” Amin said, pointing to expansion opportunities in color cosmetics, skincare, and international retail. E.l.f. now earns 20% of sales internationally, up from 10% six years ago.
Expansion plans include rolling out Rhode in Sephora U.K. and Canada, Naturium in Sephora Australia, E.l.f. Cosmetics in six Sephora Middle East locations, and entry into Rossmann in Poland.
Amin also addressed the company’s $1 price increase, effective August 1, just the third in E.l.f.’s history. “Retailer acceptance has been good,” he said, noting that other brands may follow as tariff concerns grow. “We tend to lead, and then we will see how many more follow.”
The company, which recently acquired Hailey Bieber’s Rhode for $1 billion, appears poised for further growth with its multi-brand strategy and expanding global reach.
Thorvardur de Shong
