E.l.f.’s core consumer proposition continues to focus on quality, innovative products at accessible prices, but the company also has been working to strengthen its “clean” credentials, reformulating more than 350 SKUs in recent months to ensure that its namesake brand is “100% clean” by year-end.
E.l.f. Cosmetics, Inc., whose eminently affordable products and pioneering social media have made it a Gen Z favorite, says its namesake brand will be “100% clean” by year-end.
“Over the past several months, our team reformulated over 350 SKUs. There are now over 1,650 ingredients we do not...