Coming off its seventh consecutive quarter of net sales growth, E.l.f. expects big things from Keys Soulcare, its third and loftiest brand that is building an online community ahead of initial product launches and a global debut planned for the new year.

In the current economy, e.l.f.’s value messaging is resonating with new consumers, contributing to an 8% jump in its fiscal 2021 first-quarter sales. The company expects continued volatility, but is optimistic about its robust digital game, growing skin-care clout and a newly announced partnership with Alicia Keys that it says will yield much more than “just another celebrity beauty line.”

Despite so many COVID-19 uncertainties, e.l.f. Beauty has the confidence of a company that posted 6% net sales growth to $283m for the 2020 fiscal year ended on 31 March and is seeing its value proposition for "prestige-quality" cosmetics resonate even more powerfully with consumers in today’s volatile economic climate.