E.l.f. Cosmetics Adds Personalization Tools to Its Turnaround Arsenal

E.l.f. made its product recs as accurate as Co-Star’s daily horoscopes...and it worked. A new case study from retail tech firm Dynamic Yield reports e.l.f. Cosmetics’s pivot to personalized product recommendations on its website boosted revenue per customer by 4.2% last year.

• E.l.f. began suggesting items to users after they viewed a product on its site. Click-through rates climbed 23%.
• The company also tweaked its store menu to show options based on past shopping behavior—leading to a 17.6% increase in mobile menu clicks.

No more e.l.f. on shelves

E.l.f. is in the middle of an overhaul to meet its young consumers where they live: online. So far, it's closed its 22 standalone stores and pursued partnerships with influencers.

Another digital win: E.l.f. learned TikTok before other beauty brands caught on. As of this month, its #eyeslipsface song campaign has racked up more than 4 billion views on the platform.