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E.l.f. Beauty Maintains Low Prices, High Aspirations Following IPO Debut

This article was originally published in The Rose Sheet

Executive Summary

The firm, which positions its offerings as premium-quality but sells them at value price points, is on track to book roughly 19% growth for fiscal 2016, following a smash public debut in September. The brand counts Millennials and Hispanic consumers among its most avid fans and is comfortable in every retail setting, “a true multi-channel brand.”


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