‘OG of disruption‘: Why Elf Beauty sees itself as ‘more of an entertainment company’

Elf’s international marketing director Ansella Thomas-Evans revealed that the makeup brand is looking “beyond traditional beauty boundaries” and actually sees itself as “more of an entertainment company”.

She told the audience at Marketing Week’s Festival of Marketing today (3 October) that Elf was one of the first brands on TikTok, Twitch and Be Real and explained this is because it is important for the business to “not just be a beauty community” but to show up wherever its consumers are and “entertain” those consumers.

Its newest entertainment venture is a 16 track ‘Get Ready With Music’ album that will be released later this month.