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Fortune
Fortune
Sydney Lake

Elf Beauty’s CEO blames the company’s lowered fiscal outlook on people being too distracted by the TikTok ban and wildfires

elf Beauty TikTok Tarang Amin ELF Los Angeles Fortune UGC
e.l.f. Beauty CEO Tarang Amin (Credit: Getty Images—Patrick MacLeod/WWD/Penske Media)
  • E.l.f. Beauty CEO Tarang Amin said the LA wildfires and looming TikTok ban lowered social media conversions for sales, which the company says is a key reason for why the company is lowering its fiscal outlook for the rest of the year. This was a blow to e.l.f. Beauty, which relies on social media advertising and user-generated content for sales.

Although e.l.f. Beauty posted strong third-quarter fiscal 2025 results on Thursday, the budget-friendly makeup company revised its outlook for the rest of the year based on a softer-than-expected January.

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