How e.l.f built a billion dollar beauty brand - Kory Marchisotto

Kory Marchisotto is the Chief Marketing Officer of e.l.f Beauty, a beauty company that surpassed over $1b in annual sales. They're digital first brand builders, taking the internet by storm and connecting closely with their customers. In this episode we talk about why Kory invests heavily in their brand, how every employee is a shareholder and why they collaborated with Liquid Death.
Timestamps:
00:00 - Intro
01:15 - Kory’s background
06:11 - Founding story of e.l.f
08:39 - How do e.l.f make their products so affordable
11:30 - Why e.l.f are investing in brand building
15:15 - Staying close to your consumer
19:44 - Bringing customer insight into the business
21:23 - Staying agile as a large business
23:43 - Where have e.l.f invested marketing spend
27:28 - The e.l.f customer demographic
30:57 - e.l.f’ x Liquid Death collaboration
33:24 - e.l.f x Chipotle
37:01 - The e.l.f culture and why it’s important
41:00 - Kory’s advice to younger marketers
44:08 - Why Kory shares her learnings so much on LinkedIn

[@lauradusi5628]

Thank you two so much for putting this invaluable content here! I'm an innovation consultant with focus on human behavior and collaboration (human centered design) and 99% of what I do it teach and tell executives and team leaders to TALK to people. Get to know your costumers as human beings, beyond your brand (and I'm also an entrepreneur so I'm taking many lessons here into my own tiny brand).
Kory, can't thank you enough for setting an example of how this can be done in such clear way and the impact it has on a business. I wonder if you could share later a bit how you first learned how to be so engaged with costumers.
I was already personally a fan of the brand, now I'm bringing it as a case study in my classes as well whenever I get the chance. =] Excited to see what comes next!