The cosmetics industry is tough to break in to and when it first launched in June 2004, E.L.F. Cosmetics faced some serious obstacles. Joseph Shamah, CEO, said the company didn’t initially launch as an e-commerce venture— instead it was a new cosmetics brand. (E.L.F. stands for Eyes, Lips, Face.)
The company realized it had two choices: quickly find a national distributor to get the product into retail stores — and compete against rich brands like Cover Girl, Revlon and Maybelline—or it could launch its own e-commerce Web site.
Fast-forward five years and E.L.F. Cosmetics has successfully pushed into the retail market, but the largest part of the business is still online sales through the Web site.
eBiz Profile: E.L.F. (Eyes, Lips, Face) Cosmetics
By Vangie Beal, September 23, 2009