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Fortune

Diane Brady

e.l.f. Beauty CEO on how to reach Gen-Z women

Tarang Amin Donald Trump Diane Brady elf Beauty Fortune TikTok

(Credit: Patrick MacLeod—WWD/Penske Media/Getty Images)

In today’s CEO Daily: Diane Brady talks to e.l.f. Beauty CEO Tarang Amin.
The big story: Trump trying to end Russia's war in Ukraine.
The markets: On hold as we await the inflation report.
Analyst notes from Saxo, Ark Invest, Goldman Sachs.
Plus: All the news and watercooler chat from Fortune.

Good morning. If you don’t have a teen in your household, the popularity of e.l.f. Beauty—No. 3 on Fortune’s list of fastest growing companies last year—might take you by surprise. Launched in 2004 by a father-and-son duo selling cosmetics on the internet for a dollar, it’s a favorite among Gen-Z consumers, has had 23 straight quarters of growth and boasts a $10 “power grip primer” — that’s “the number-one SKU in all of color cosmetics” according to CEO Tarang Amin. He also says e.l.f., which stands for ‘eyes, lips, face,’ is now the No.1 brand for millennials and Gen Alpha, too.

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