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E.l.f. Cut Down To Size As US Distribution Gaps Shrink, Fans’ Eyes Wander

This article was originally published in The Rose Sheet

Executive Summary

After recording boast-worthy sales increases of 20% and 18% in fiscal 2016 and 2017, respectively, e.l.f.’s growth is tapering off faster than anticipated. The company will counter with brand investments, better storytelling and sharper product mix in retailer doors, among other initiatives.

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