e.l.f. Beauty

In twenty twenty, e.l.f. Beauty cracked prestige quality at drug store prices. The industry had trained consumers that expensive meant good. Prestige brands charged sixty dollars for foundation. e.l.f. charged eight for identical chemistry. The gap was psychology, not performance. Nobody believed it until TikTok creators showed them. TikTok changed everything. A seventeen year old with three hundred thousand followers had more influence than a five million dollar Super Bowl ad. e.l.f. paid creators two hundred dollars per post instead of two hundred thousand dollars for broadcast ads. They advertised only to girls already scrolling beauty content, already convinced.