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Last Updated:

5/22/21 10:03 AM

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e.l.f. Cosmetics

Internal Representation & Support
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Public Commitment
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External Communication
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To evaluate this pillar, we take into consideration a range of factors, including but not limited to:

- Employee representation

- Diversity, equity, & inclusion (DEI)

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We weigh a company’s degree of public commitment primarily on their monetary contributions to DEI matters or organizations fighting racial injustice.

Forms of monetary support we look for:

One-off donations
Recurring donations
Grant initiatives
Employee donation matching



e.l.f. Cosmetics has a considerably diverse leadership team, with an Indian immigrant CEO as well as a Black female CFO. The company has permanently posted its BLM statement on its "e.l.f. cares" corporate site, offering resources for education, action, and allyship. e.l.f. has also partnered with artist and advocate Alicia Keys on the Keys Soulcare line, a lifestyle beauty brand centered on wellness.


While e.l.f. emphasizes diversity and inclusivity in its mission, it has taken only a handful of actions to demonstrate its commitment. The company did not specify the dollar amounts of its June 2020 contribution, and while they consistently feature BIPOC and members of the LGBTQ+ community, they do not use their social media platform as an opportunity to amplify Black and BIPOC experiences from a racial justice lens.

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We scour the company’s website and official social media channels to determine what message they are sending around racial injustice, how they are communicating it, and whether their communications are perceived as genuine or performative.

Public statement: We verify that companies have made a formal statement regarding racial injustice.

Social media: We consider how a company uses their platform(s) beyond performative allyship.

Representation: For companies that have the opportunity to showcase diversity in their feed, we consider whether they have adequate Black representation and BIPOC representation across their models. 

Looking for an equitable brand as a replacement? Click here to see our directory! 

Deep Dive

I. Internal Representation & Support:

Board of Directors:

> 15% Black, 36% - 40% BIPOC, > 50% Women

Executive Leadership:

14% - 15% Black, > 40% BIPOC, 41% - 45% Women

> 40% BIPOC, > 50% Women


Information is not publicly available

DEI Support:

II. Public Commitment

e.l.f. Cosmetics has pledged a donation of 0.001% - 0.009% of annual revenue towards racial injustice, specifically for Black lives. Additionally, e.l.f. Cosmetics has engaged in actions that advance racial justice and/or uplift BIPOC communities, such as sponsorship of individuals who use their platform to speak out on racial injustice, matching donations to a broad range of qualifying organizations. e.l.f. Cosmetics is also an advocate for the LGBTQ+ community.

III. External Communications

e.l.f. Cosmetics has issued a public statement, both on social media and in a public memo, addressing racial injustice that included specific calls to action, and explicitly stated "Black Lives Matter." Since June 2020, 0.1% - 9% of the brand's social media content has been centered around racial injustice with posts seeming performative in nature. While the brand has made an effort to include ethnic diversity, specifically increasing Black representation, and has shown support of the LGBTQ+ community beyond Pride on social media, there is little to no evidence of inclusion of people living with disabilities or a wide range of models with varying body types.
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