Cannes Lions 2026 - How in the e.l.f. do they do it?

25 June 2026

e.l.f. has been standing out in the beauty industry for some time now. With affordable products, a refreshing shift from pout-heavy ad campaigns to humour, and undeniable growth, it’s clear they’re on to something.

The numbers are impressive. e.l.f. has reported 29 consecutive quarters of double-digit growth, averaging 20% net sales growth over the past seven years. These are the kinds of results most brands can only dream of. It’s no surprise that CEO Tarang Amin and President Kory Marchisotto were given a stage at Cannes Lions to share their secret sauce with lanyardees from around the world.

So what is it?

Simply, a people-first approach to organisational culture. Joining Amin and Marchisotto on stage was University of Michigan professor Marcus Collins, an expert in cultural strategy and a spot on choice to introduce them. Informed, charismatic and a great storyteller - Collins delivered the facts and the entertainment. One of the standout voices of the event so far.

He shares e.l.f.’s philosophy: culture is the ultimate competitive advantage.

His argument is simple. At most levels, talent is equal across companies. By itself, it won’t differentiate a business, but culture will.

He framed it as the relationship between the “front stage” and the “back stage.” The front stage - what the customers see - is only ever as strong as the back stage: the internal organisation culture. While culture isn’t traditionally seen as part of marketing, at e.l.f., it’s considered fundamental to it.

Marchisotto reinforced this idea: for the company to grow, its people must grow. Building a culture where innovation thrives is a deliberate, top priority - not just lip service. e.l.f. backs this up with tangible action that shows employees how much they are valued and creates an environment that people genuinely want to be part of.

The data reflects this commitment. 93% of employees say e.l.f. is a great place to work. 66% of the workforce are women, and 43% identify as diverse.

Their approach goes beyond standard corporate perks. Every employee is invited to an annual offsite - not a typical, uninspiring away day, but a fully inclusive company trip to Mexico. No one is excluded, regardless of tenure or title. Everyone goes, because everyone matters.

Marcus Collins

Equity is another key pillar. Every employee receives equity from day one. Since 2015, the company has distributed $215 million to employee shareholders. Amin has also awarded 200% bonuses for seven consecutive years. These types of benefits are normally reserved for senior leadership. His objective is admirable: generational wealth for all employees and their families.

The result is a business model where everyone wins. e.l.f. has created a workplace where people want to contribute, excel, and take ownership because they have a genuine stake in the outcome. Inclusivity isn’t just a value; it’s a competitive advantage.

And frankly, the results speak for themselves. A strong internal culture has translated into exceptional financial performance. Other companies should take notice.