YouSaid · the spoken record

Tarang Amin

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34
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2026-02-26
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2026-02-26
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  1. “You know, I think what's at stake is continue to transform our industry. If we want to be a different type of beauty company, are we indeed disrupting norms? Are we shaping culture? Are we connecting communities? And if we do that, I mean, this is a business that's grown more than tenfold in the last decade. And so I can't wait for the next 10 years have in store for us.”

    2026-02-26 · Masters of Scale · Hailey Bieber, AI and fast launches: how e.l.f. Beauty is winning · IDENTIFIED FROM THE TRANSCRIPT

  2. “You know, I think the most misunderstood is sometimes people think it's superficial. Well, this is just about your appearance. I think what they misunderstand is a lot of times your appearance ties to your self-worth, your emotions, a reflection of who you are. And so there's greater depth. And sometimes I think people stop at the superficial. They stop at the headline. And it's just to dig deeper, dig deeper into what's the true meaning of what you're doing and what is it you're really trying to achieve.”

    2026-02-26 · Masters of Scale · Hailey Bieber, AI and fast launches: how e.l.f. Beauty is winning · IDENTIFIED FROM THE TRANSCRIPT

  3. “I learned this whole point of breathing, calming yourself down, being focused on, okay, what do you got to do? I tell people it's a terrible analogy. I use a manufacturing analogy. You've either got a batch system or a continuous flow. I always say I kind of do like, all right, let's do A. Let's get A done really well. Let's go B. Then we'll go C. Then we'll do that. I always felt like when sometimes in business things get too complicated. I go back to like large mathematical formulas. The only way to solve it is break it up, break it up into solvable parts and then put the thing back together again. I learned that in the motels, which is it was almost overwhelming everything we had to do to turn around that first property. So where are we going to start?”

    2026-02-26 · Masters of Scale · Hailey Bieber, AI and fast launches: how e.l.f. Beauty is winning · IDENTIFIED FROM THE TRANSCRIPT

  4. “Yeah, I would say, you know, just to paint a picture, this was 1979 interest rates were 18%. Every penny we had was in that motel. It was a little stressful at the time, I do have to admit.”

    2026-02-26 · Masters of Scale · Hailey Bieber, AI and fast launches: how e.l.f. Beauty is winning · IDENTIFIED FROM THE TRANSCRIPT

  5. “There's so many lessons I've gotten from Coach K, the most meaningful, our leadership lessons on team. He uses this analogy of think of your hand. You got five fingers. That hand is way more powerful when the five fingers comes together and make a fist. I mean, he talks all the time. His best teams were the most vocal in terms of giving each other feedback. So we do, we don't leave that to chance. We train people. And Heidi give pinpointed specific feedback in helping the team succeed because it's not a natural human instinct for most people to give that.”

    2026-02-26 · Masters of Scale · Hailey Bieber, AI and fast launches: how e.l.f. Beauty is winning · IDENTIFIED FROM THE TRANSCRIPT

  6. “I know there's a lot of fear out there. And again, we have some advantages. We're not a federal contractor. We're not subject to executive orders. We didn't never have the quotas or some of the small things that are being attacked. We just posted our 28th consecutive quarters of net sales and market share gains. And I can tell you the composition of our team is the biggest competitive advantage we have, the team and the culture that we have.”

    2026-02-26 · Masters of Scale · Hailey Bieber, AI and fast launches: how e.l.f. Beauty is winning · IDENTIFIED FROM THE TRANSCRIPT

  7. “No, it doesn't give us pause as long as, like, I mean, if Target stopped caring about their guests, that would be a bigger issue. But we can't weigh in, and it's not our right back to the framework I talked about to talk about other people's policies or what they should do. That would just be preaching, and that's never been elf. Elf has been much more positive and much more inclusive. I believe in inclusion in all possible ways. Somebody once asked me, like, oh, you got two white males on your board. And I said, yeah, what's wrong with that? And they're like, oh, but you're all about diversity. I'm like, we're for every eye lip and face. By the way, that includes white men as much as it does people of color and women and everyone else. And so that's a part I was talking about earlier is I just don't understand that polarization, like inclusivity is inclusivity. We're for everyone.”

    2026-02-26 · Masters of Scale · Hailey Bieber, AI and fast launches: how e.l.f. Beauty is winning · IDENTIFIED FROM THE TRANSCRIPT

  8. “We align on the things that matter the most, like all those companies are incredibly ethical. They treat their employees well. They care about serving their guests. Those are the things we light on. But I don't fall into this polarized world of extremes unless you're 100% on that extreme. I feel that's a little bit what's broken in the country right now, which is... Losing that ability of having an intelligent dialogue, including things that you disagree on. And so, no, it doesn't have to be 100% alignment. It has to be alignment on the values that matter most. So we always find ways and places where we can agree on people, even if we disagree on others.”

    2026-02-26 · Masters of Scale · Hailey Bieber, AI and fast launches: how e.l.f. Beauty is winning · IDENTIFIED FROM THE TRANSCRIPT

  9. “An entire populations of underserved populations. Of course, there's nothing wrong with being a Richard, Rick, or Dick. We just wanted to shine a light for others. We ran it on every one of our social channels. And what we got back was 98% positive sentiment. This is why by ELF, ELF stands out for others. Yeah, we did get 2% that said, hey, there's nothing wrong with men on boards. There's nothing wrong with being Richard Rickertick. And that wasn't the point of our piece, but we're going to continue to be outspoken other things that are important to us.”

    2026-02-26 · Masters of Scale · Hailey Bieber, AI and fast launches: how e.l.f. Beauty is winning · IDENTIFIED FROM THE TRANSCRIPT

  10. “You know, I'd say a couple things to make it easier for us. First of all, we've never actually had a DEI program or quotas or a number of the things that are getting attacked. It was more fundamental to us. I don't eat quotas. I don't eat anything else. I just have an openness to invite anyone who's passionate about making the best of beauty accessible. Our authority speaks for itself in the stats, not only for our employee base, but we're one of less than 1% of public U.S. companies with a board that's 60% women, 40% diverse. We did a provocative campaign last year to bring a light on the homogeneity of America's boards. The campaign was titled So Many Dicks, so few of everyone else. And picture a billboard that had a picture of a bunch of white men on it. And the basic insight were there were more men named Richard, Rick, or Dick on America's Corporate Boards.”

    2026-02-26 · Masters of Scale · Hailey Bieber, AI and fast launches: how e.l.f. Beauty is winning · IDENTIFIED FROM THE TRANSCRIPT

  11. “You know, I would say I don't feel lonely because maybe some of my peers are quieter about the topic just given the pressures they may be facing. But deep down, I've never met a CEO who didn't want the best possible workforce, who didn't want the most the best advantage they could get. And that starts with people. And what we found when your team reflects the community you're serving, it's a competitive advantage. I love the fact that 76% of our team are women 74% are Gen Z, millennial, 44% are diverse. And I see the advantage every day.”

    2026-02-26 · Masters of Scale · Hailey Bieber, AI and fast launches: how e.l.f. Beauty is winning · IDENTIFIED FROM THE TRANSCRIPT

  12. “Know they care about it just as much as they once did. We pay less attention to the rhetoric around us. The reason why we're the only beauty company that's fair trade certified is it meant something to our consumers. They want great quality products at great prices, but they also want to feel good about the company they're buying them from and knowing that every one of our factories is certified fair trade, where the worker conditions are certified, the sustainability practices really gives them peace of mind that this is a company that I can do business with. I would say it's less about whatever policies are in place.”

    2026-02-26 · Masters of Scale · Hailey Bieber, AI and fast launches: how e.l.f. Beauty is winning · IDENTIFIED FROM THE TRANSCRIPT

  13. “Yeah, no, I tried. In fact, today for this interview, I have our holy hydration, moisturizer, our poreless body primer, which I swear by smooths out all of my big pores here. I've got our well people powder and our hydration concealer. So you've got to be curious about the areas you work in. Even if you're not the end consumer, I've always had that curiosity. And it's one of the things that frankly energizes me to constantly learn.”

    2026-02-26 · Masters of Scale · Hailey Bieber, AI and fast launches: how e.l.f. Beauty is winning · IDENTIFIED FROM THE TRANSCRIPT

  14. “I would say nobody had ever accused me of being a makeup enthusiast as a 60 year old male, but I have an entire team of passionate enthusiasts and I do a product review every two weeks and I make it an open ticket. Some people are horrified. Wait a minute, these are our nuclear codes. How are you letting anyone in the company who wants to be there? I'm like, I'm letting them in, first of all, if anybody beats us with one of our ideas and we're too slow. I want to make sure we keep our elf speed. But second of all, I want the insights that come from our team that represents our community. So I go to that product review and all I'm doing is asking open-ended questions. Tell me what's so great about this concealer. Like, hey, why do we got to charge $5? Why can't I charge a little bit more? Why can't I charge seven bucks for it? You just told me the prestige item was $32. And the number of responses I get, the level of engagement I get frankly makes me smarter every day.”

    2026-02-26 · Masters of Scale · Hailey Bieber, AI and fast launches: how e.l.f. Beauty is winning · IDENTIFIED FROM THE TRANSCRIPT

  15. “Our communities have been asking us forever when am I going to see an old fragrance. Now we don't have expertise in fragrance, so this is a great opportunity to partner with HM. So we need a limited time drop of three high-end fragrances. And the response has been terrific. And so we'll take those signals and say, okay, should we be in the fragrance business longer term? Let's see how it does. And we'll take that and we'll keep moving.”

    2026-02-26 · Masters of Scale · Hailey Bieber, AI and fast launches: how e.l.f. Beauty is winning · IDENTIFIED FROM THE TRANSCRIPT

  16. “When are they coming out? She's like 18 months. And I'm like, oh no, I cannot get yelled by our community on something they want. We introduced them six months later. So our model is one where we already know there's demand because our community is asking for it.”

    2026-02-26 · Masters of Scale · Hailey Bieber, AI and fast launches: how e.l.f. Beauty is winning · IDENTIFIED FROM THE TRANSCRIPT

  17. “I remember the days where he used to try to come up with a concept, make a product, make up a whole bunch of it, and hope people came to buy it. That's not our model. Our model is going to our community and seeing what they want. One of the things my CMO does is she terrorizes me by taking me on TikTok live every once in a while. She's not even very nice about it. She'll say, all right, you got the big boss here. Tell them what you want. And our community isn't shy. I remember last year I went on one of those TikTok lives and I'm looking at the chat and the community was like, hey, there's this prestige bronzing drop. We love it, but we can't afford 38 bucks. Help us out. And that'd be like 20 more chats after that, like, no, no, boss, man. We want them now. Like I said, I'd leave that call a little traumatized. I'll call my head of R&D and tell her, like, please tell me. We have a three-year pipeline. We have bronsing drops on the pipeline. She said, we have it. I'm like, oh, thank God.”

    2026-02-26 · Masters of Scale · Hailey Bieber, AI and fast launches: how e.l.f. Beauty is winning · IDENTIFIED FROM THE TRANSCRIPT

  18. “Amazon's one of the fastest growing customers we have. We tend to be agnostic in terms of where someone buys or experiences elf. We want to make sure that we're accessible, though.”

    2026-02-26 · Masters of Scale · Hailey Bieber, AI and fast launches: how e.l.f. Beauty is winning · IDENTIFIED FROM THE TRANSCRIPT

  19. “What's a combination? Elf is always elf. I don't care if you find it at Dollar General or at Sephora. Elf is elf. But then we'll figure out what each retailer wants and how they win. A great example is Dollar General. We surprise a lot of people when we went to Dollar General. But the thesis was really clear. Many of their stores are in rural areas with less than $20,000 people where you have to drive 20 miles for your breedery product. So we found them to be beauty deserts. And we said, you know, if we introduce elf, we can serve a population that isn't currently being served. Not only was it the most successful launch dollar general has ever seen, but 60% of the people who buy ELF at Dollar General have never bought cosmetics at Dollar General. So we're happy to be in Dollar General. We're happy to be in Sephora. We're the number one brand by far at Target, which was our first customer. I think we have over 20% of their entire category. But you also find us at Ulta Beauty, at Walmart.”

    2026-02-26 · Masters of Scale · Hailey Bieber, AI and fast launches: how e.l.f. Beauty is winning · IDENTIFIED FROM THE TRANSCRIPT

  20. “Well, I'm a little biased because I spent 35 years in the consumer branding space. So I would say it's always about brands. And brands can be anything. Some influencers have their own brand. And that's a brand people believe in. Retailers have their brand and that's a brand people believe in. I remember there's a quote from a former CEO of one of the big consumer companies that said, there's no such thing as a tired brand. There might be tired brand managers, but not a tired brand. And so it's our duty to continue to refresh and make sure that brand has meaning for people.”

    2026-02-26 · Masters of Scale · Hailey Bieber, AI and fast launches: how e.l.f. Beauty is winning · IDENTIFIED FROM THE TRANSCRIPT

  21. “Well, I'd say that's always experience based. We're going to do some things and we're not afraid. We are always testing and learning. We're not afraid of failing somewhere and basically learning from it and keep moving. People often ask me what mistakes have you made? And my response is usually, You mean since this morning, we're constantly trying things. We're constantly messing up.”

    2026-02-26 · Masters of Scale · Hailey Bieber, AI and fast launches: how e.l.f. Beauty is winning · IDENTIFIED FROM THE TRANSCRIPT

  22. “Enable our team to do even better. So AI has enabled our community managers to be able to communicate and basically handle 100% of the DMs that come in. It's allowed automation in areas that, frankly, people don't really want to do over and over and over again. And so we really look at it as an enabler of how can we better connect with the communities we serve.”

    2026-02-26 · Masters of Scale · Hailey Bieber, AI and fast launches: how e.l.f. Beauty is winning · IDENTIFIED FROM THE TRANSCRIPT

  23. “No, I'd say we're naturally curious, always looking at different platforms, always looking to get experience. Our first time on TikTok, we had no idea what we were doing, but we were curious and we looked around. We were like, wow, there's a lot of music on TikTok. There's a lot of dancing. You know, why don't we just commission our own song? So we commissioned our own Islip Space song, did a hashtag challenge. I think something like three or four billion views. By the time people were copying us on TikTok, we were already partnering with Simon Cowell, the co-founder of American Idol, to create a rock band on TikTok. And we had a challenge for a makeup artist to accompany the group around the world. That ended up doing 15 billion views. So I'd say we're always curious, always looking for like, how can we disrupt? Where can we go? And I'd say the same is true with AI. Our initial focus on AI is...”

    2026-02-26 · Masters of Scale · Hailey Bieber, AI and fast launches: how e.l.f. Beauty is winning · IDENTIFIED FROM THE TRANSCRIPT

  24. “They also care for what the company stands for. So the fact that we're double certified, cruelty free by both PETA and Leaping Bunny, the fact that we formulate elf clean, which means we don't use 2100 ingredients in our formulations when the FDA only bans, I think, 11 ingredients from cosmetics formulations, the fact that we're vegan, also the only beauty company that's fair trade certified means a lot to the community that we serve. They care about the values behind a company as much as how great their products are.”

    2026-02-26 · Masters of Scale · Hailey Bieber, AI and fast launches: how e.l.f. Beauty is winning · IDENTIFIED FROM THE TRANSCRIPT

  25. “Well, I think the thing people misunderstand is they tend to try to look at the differences between cohorts versus what the similarities are. The unifying element across all three of those generations is how do we connect with them? How do we engage with them? I remember a few years ago my CMO came to me and she said, we have to be on TikTok because that's where Gen Z is. And my response is, well, if that's where Gen Z is, absolutely. We need to be on TikTok. Now, what's TikTok? This was a few years ago. So I'm always learning. I'm always seeing new platforms. We're the first beauty brand with our own channel on Twitch. We also have the number one branded experience right now on Roblox. So we consciously seek out where they living, what are they doing, how do we engage and entertain them.”

    2026-02-26 · Masters of Scale · Hailey Bieber, AI and fast launches: how e.l.f. Beauty is winning · IDENTIFIED FROM THE TRANSCRIPT

  26. “Well, I'd say it's over the last few years. We've been subject to tariffs since 2019, the first round of Trump tariffs at 25%. Currently, I think our average for this fiscal year is 60% tariffs. If somebody told me we'd have 60% tariffs, I wouldn't believe it. But we use the same balance plan we did in 2019. We did take prices up by $1 on our products. We also continue to diversify our supply chain as well as diversify our business. I just talked about the rapid growth we have internationally, which isn't subject to tariffs. So if you look at our manufacturing footprint today, yes, China is still the majority, but we also have operations in the US, in Thailand, Italy, South Korea. So it really is having this well-diversified supply chain to meet the global demand that we have amongst our brands.”

    2026-02-26 · Masters of Scale · Hailey Bieber, AI and fast launches: how e.l.f. Beauty is winning · IDENTIFIED FROM THE TRANSCRIPT

  27. “Put our elf twist on it, introduce it at incredible value. One of my favorite products right now is we just introduced this soft satin concealer. The only other thing like it in the marketplace is”

    2026-02-26 · Masters of Scale · Hailey Bieber, AI and fast launches: how e.l.f. Beauty is winning · IDENTIFIED FROM THE TRANSCRIPT

  28. “Products that are at price way more. So we love being able to democratize that access to beauty, whether it be elf, which sells for $7.50 versus Prestige at $30, or whether it be road that sells in the upper 20s relative to the products that are over $100. Affordability is a topic that's much talked about right now. It sounds like that's always been your, I mean, I don't know, 75% of your product portfolio is $10 or less, right? Like that's not by chance. And that's not necessarily in your mind down market. No, it's not. In fact, the insight that we had, I mean, I've been CEO for 12 years was elf always had really great price products, a dollar, two dollars, three dollars. People can believe that we could do it at those price points. The insight we had though was why not target the best products in beauty?”

    2026-02-26 · Masters of Scale · Hailey Bieber, AI and fast launches: how e.l.f. Beauty is winning · IDENTIFIED FROM THE TRANSCRIPT

  29. “In Sephora. We just did the same with Sephora UK. That launch was five times bigger than anything else Sephora UK has ever seen. And this week, we're actually taking the brand to Mecca in Australia and New Zealand. Partnering with Road, does it sort of have impacts or you have discussions about elf's brand positioning? I mean, Haley arguably has the cultural cachet, almost of a luxury brand, right? And you're moving into Sephora. But elf, I mean, you're in $11,000 general stores, right? How do you think about that brand positioning for elf as you move forward? Our vision is to be a different kind of beauty company. The way we do that is we build brands that disrupt norms, shape culture, and connect communities. And even though RODE is entry-level prestige, it's incredibly accessible relative to the quality of the products they have that compare.”

    2026-02-26 · Masters of Scale · Hailey Bieber, AI and fast launches: how e.l.f. Beauty is winning · IDENTIFIED FROM THE TRANSCRIPT

  30. “This year or more, what's it been like having Haley as a business partner? Well, you know, Haley's terrific. A lot of people know her as a celebrity, but I consider one of the most thoughtful founders I've ever met. Her vision for that brand and what she's been able to do with her partners is just nothing short of spectacular. I mean, this is a business that went from zero to $212 million in net sales in less than three years. Direct-to-consumer only with just 10 products. I'd never seen a business like that. And the level of consumer fervor of the brand is unlike anything I've seen. I mean, people will camp out literally overnight, wait 14 hours in line for an event that Haley's not even at. They're buying into the entire lifestyle of the brand, the entire products. We just launched the brand into Sephora North America a few months ago. The biggest launch Sephora America's ever had, number one brand.”

    2026-02-26 · Masters of Scale · Hailey Bieber, AI and fast launches: how e.l.f. Beauty is winning · IDENTIFIED FROM THE TRANSCRIPT

  31. “Any pause? I mean, there are some folks who, including, you know, the president who kind of pushed back about his Spanish language halftime show, and you went all in with the ad, did you have any concerns about that? No, we don't. We're for every eye lip and face, and that includes Latin community that we celebrated. And the spot was really fun. It's kind of elf at its best of really being able to take advantage of the moment and espouse what we had. From the moment that ad ran, we saw an immediate pickup on sales. So it did great both culturally as well as to our sales. And we're going to continue running it. It's been about 10 years since you took ELF Public. Recently announced strong earnings, helped by your billion dollar acquisition last year of Haley Bieber's Road brand, expected to bring in, I don't know, 260 or so million dollars in sales.”

    2026-02-26 · Masters of Scale · Hailey Bieber, AI and fast launches: how e.l.f. Beauty is winning · IDENTIFIED FROM THE TRANSCRIPT

  32. “Bob Saffy, and I'm here with Terrang Amin, CEO of Elf Beauty. Tereng, thanks for being here. Well, thank you for having me. I have to ask about Elf Super Bowl ad featuring Melissa McCarthy. Did it end up having the impact you hoped for? How do you know? I mean, Super Bowl ads are expensive. Yeah, well, it had absolutely the impact we wanted. We're known for moving at the speed of culture. We saw a great cultural moment with Bad Bunny performing at halftime. I think he came on SNL about four months ago, telling everyone they had four months to learn Spanish. So it was a great jumping off point for us to get Melissa and actually do that satire. And the response has been amazing, not only in the US, but it also ran on Univision in Mexico and the amount of responses we've gotten from Mexico and throughout the Latin community and even broader has been terrific.”

    2026-02-26 · Masters of Scale · Hailey Bieber, AI and fast launches: how e.l.f. Beauty is winning · IDENTIFIED FROM THE TRANSCRIPT

  33. “That's Tarang Amin, CEO of Elf Beauty. Even if you're not into the beauty space, Elf is a fascinating business. I wanted to talk to Terrang because he's deploying unexpected disruptive practices that are really working in today's marketplace, from speed of product development to AI experimentation to teaming up with Haley Bieber. Elf's choices, as Trang explains, it flow directly from the company's values. Even if some of those values seem out of vogue like sustainability or diversity, how he applies those values to partnerships with everyone from Sephora and Target to Dollar General and H&M, well, it's a study in principles with nuance that directly reflects our current environment. So let's get to it. I'm Bob Saffian, and this is rapid response.”

    2026-02-26 · Masters of Scale · Hailey Bieber, AI and fast launches: how e.l.f. Beauty is winning · IDENTIFIED FROM THE TRANSCRIPT

  34. “We've never actually had a DEI program or quotas or a number of the things that are getting attacked. But we're one of less than 1% of public U.S. companies with a board that's 60% women 40% diverse. Did a provocative campaign last year titled So Many Dicks, So Few of Everyone Else. There are more men named Richard, Rick, or Dick on America's corporate boards than entire populations of underserved. I love the fact that 76% of our team are women, 74% are Gen Z, millennial, 44% are diverse. We just posted our 28th consecutive quarters of net sales and market share gains. The composition of our team is the biggest competitive advantage we have.”

    2026-02-26 · Masters of Scale · Hailey Bieber, AI and fast launches: how e.l.f. Beauty is winning · IDENTIFIED FROM THE TRANSCRIPT