e.l.f. Cosmetics: Low Price, High Value, and The Possible White Space in Pro Beauty

In this episode of BUILDING & BREAKING, we’re diving into the brand story of e.l.f. Cosmetics, the brand proving that low price doesn’t have to mean low value.

From launching $1 products in 2004 to becoming one of beauty’s fastest-growing brands, e.l.f. shows how clarity of brand story and market position drives trust, connection, and growth, even at the lowest price points.

In This Episode

• Why value, and “best”, are always in the eye of the beholder
• How e.l.f. balances fun, creativity, and consistency without confusing their audience
• The difference between price and perceived value, and why it matters more than ever
• How brand story and market position shape pricing strategy for all businesses and brands, including salon owners, hairstylists, and professional beauty brands
• The power of social listening and e.l.f.’s viral moment with Sailing with Phoenix

Because in beauty and business, it’s never just about price. It’s about who your brand is for, what your brand stands for, and the story you’re telling.

If you are a salon owner, educator, coach, or independent stylist seeking more clarity and simplifying your decision making, click here to learn more about Creating Your Awesome Brand, a complete course for beauty professionals.

Thank you so much for listening and sharing this episode with your business besties!