The Rise and Fall of e.l.f. Beauty

e.l.f.'s lifeline has been rocky. Going from almost an immediate failure to redefining the mass market beauty space entirely all to becoming redundant, saving themselves from that but only then to get cancelled. Their timeline has been more up and down than most but their tactics have also been more proactive and interesting than most. For that reason I dont suspect their cancellation to last too long, but I go into why in the video 0:00 Introduction 0:27 Ch1: An Initial Failure 3:58 Ch2: The Rise 9:42 Ch3: Private Equity 16:18 Ch4: The Second Fall 22:21 Ch5: E.L.F.-gorithm 29:19 Ch6: The Final Fall Fashion Channel:    / @understitchyt   국어 채널:    / @언더스티치yt   Patreon: patreon.com/understitch Unless otherwise obvious, photos in this video are from Getty Images or Alamy under their editorial terms used for non-commercial websites, blogs and social media posts illustrating matters of public interest.