Scaling e.l.f. Cosmetics from the Ground Up

What happens when a brand that once mattered stops mattering? Joey Shamah has spent more than two decades answering that question, from co-founding e.l.f. Cosmetics to building AS Beauty Group through the acquisition and reinvention of brands like Laura Geller, Bliss, CoverFX, and Julep. This week, we're talking about what makes consumers genuinely connect with a brand, how to scale without losing the plot, and what it takes to make a legacy brand relevant again.

 

What You’ll Learn in This Episode

• How confidence directly shapes employee retention and business growth
• The crucial difference between authentic confidence and ego
• Why two thirds of employees would take a pay cut for supportive leadership
• The three step framework elite athletes use to overcome mistakes fast
• Simple questions to interrupt self doubt and regain clarity

Episode Chapters

• (00:00) Intro
• (00:49) Building From Scratch vs Revitalizing Brands
• (03:19) Rebranding Without Losing Core Customers
• (05:17) Cultivating Genuine Consumer Connections
• (07:11) Disrupting Conventions at e.l.f.
• (09:16) Balancing Profitability and Brand Growth
• (11:15) Lessons Learned Across the Entrepreneurial Journey
• (18:12) Surmounting Misconceptions in Leadership
• (19:29) Standing Out in a Crowded Market
• (22:35) Customer Feedback as a Strategic Advantage
• (25:23) A Brand That Made Him Smile

About Joey Shamah

Joey Shamah is an entrepreneur and executive with over two decades of experience building, acquiring, and revitalizing iconic consumer brands. He co-founded e.l.f. Cosmetics, helping scale the business from a grassroots direct-to-consumer model into a global beauty powerhouse. Today, Joey serves as a principal at AS Beauty Group, where he oversees the acquisition and transformation of heritage beauty brands including Laura Geller, Bliss, CoverFX, and Julep. He is also the CEO of Fit for Life, managing health and wellness accessories under major licensed brands.

What Brand Has Made Joey Smile Recently?

Joey highlighted Peloton as a brand that makes him smile. As an early adopter who purchased one of the first fifty bikes off Kickstarter, he uses the bike and tread to start his mornings, appreciating both the product experience and the strong community the brand has built around it.

Resources & Links

• Connect with Joey on LinkedIn.
• Learn more at the AS Beauty website.

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