Chief Future Officer: Mandy Fields, e.l.f. Beauty

Summary

Bloomberg profiles e.l.f. Beauty CFO Mandy Fields, covering the company's 30-quarter growth streak, skincare and M&A strategy including Naturium and rhode, pricing rollbacks, tariff and supply-chain diversification, international expansion, marketing spending, innovation, AI, and inclusivity. The interview frames e.l.f.'s growth playbook across color cosmetics, skincare, and global markets.

• e.l.f. Beauty has grown net sales for 30 straight quarters with revenue quadrupling in five years.
• Skincare is positioned as a bigger global opportunity than color cosmetics, supported by Naturium and rhode acquisitions.
• After price increases led to unit declines, e.l.f. is testing selective rollbacks to restore volume.
• The rhode deal diversifies supply chain away from China and adds an entry-level prestige price tier.
• International sales are about 20% of business versus peers at 70%, leaving large expansion runway.
• Marketing spend has risen to 23-25% of sales, lifting unaided awareness from 13% to 45%.
• AI priorities include governance, agentic commerce and enterprise efficiency.
• Mandy Fields highlights future whitespace: number one in color cosmetics, skincare and international growth.