E.l.f. Beauty released its fourth annual Impact Report. The report includes an evolution of the company’s purpose statement to emphasize action and impact: to make the world a better place for every eye, lip and face.

Tarang Amin, Chairman and CEO, e.l.f. Beauty, said, 

“Sharing our Impact Report is one of my proudest moments each year as we see the collective highlights of living our vision to be a different kind of company by building brands that disrupt norms, shape culture, and connect communities through positivity, inclusivity, and accessibility.”

E.l.f. Beauty’s strong ethos powers its purpose, purpose powers its people, people power its performance – and performance powers its possibilities. 

Focusing on achievements across key areas, including People & Culture, Innovation & Community, Campaigns & Activations, and Environment & Sustainability.

Amin added,

“Our commitment to show up as bold disruptors with kind hearts has been unwavering throughout the company’s 21-year history. It guides how we operate each day and why we make every one of our choices as a purpose-led, results-driven company.”

Key Report Highlights

• At least 2% of the prior year’s profits were donated to changemaking causes spanning boardroom diversity, animal welfare, health and wellness, women’s empowerment, LGBTQ+ advocacy, disaster relief, and more.
• Over 140 business leaders, nonprofits, and peer companies have joined e.l.f. Beauty’s Change the Board Game coalition, all committed to creating more accessible boardrooms.
• 75% of e.l.f. Cosmetic products are $10 and under to maximize accessibility
• 73% of e.l.f. Beauty brands’ products are made in Fair Trade Certified facilities*
• 100% of cosmetic brushes’ wood handles now use Forest Stewardship Council-certified wood*
• Achieved a 33% reduction in packaging intensity in FY2025 versus a 2019 baseline, exceeding our 2030 goal for a 20% reduction*

“Give an e.l.f.” Campaign

The digital-first report is built around the theme of “the every”— a reflection of e.l.f.’s commitment to be a bold disruptor with a kind heart. 

To amplify the message behind the Impact Report, e.l.f. also launched a bold, international consumer campaign: “Give an e.l.f.” The campaign features voices of kindred spirits and encourages the community to fuel their own sense of purpose.

Campaign Partners

• Billie Jean King, equality champion, gives an e.l.f. about board diversity representation
• Aditya Madiraju, creator, gives an e.l.f. about LGBTQIA+ advocacy
• Jaedyn Shaw, professional soccer player, gives an e.l.f. about women in sports
• Kgothatso Montjane “KG”, paralympian, gives an e.l.f. about empowering.legendary.females.
• Amanda Nguyen, astronaut and activist, gives an e.l.f. about women’s rights
• Katherine Legge, professional racecar driver, gives an e.l.f. about putting girls in the driver’s seat
• Meduulla, musician, gives an e.l.f. about amplifying voices
• Melanie Barcenas, professional soccer player, gives an e.l.f. about self-expression
• Jess Rona, dog groomer, gives an e.l.f. about cruelty-free
• Javon Ford, cosmetic chemist, gives an e.l.f. about affordable skincare made with quality ingredients
• Paul Rice, founder of Fair Trade USA, gives an e.l.f. about Fair Trade

Created with CASE Creative Agency, the campaign will roll out across social, digital, print and out-of-home placements with a simple, direct call to action: “What do you give an e.l.f. (F#@&) about?”

The campaign will appear across more than 40 digital screens in Moynihan Train Hall at New York’s Penn Station, and will be seen as a two-page spread in The New York Times on Sunday, November 2, 2025.

* These metrics do not include rhode, acquired in August 2025. Fair Trade metric is calculated on a unit basis.