As a purpose-led, results-driven company, e.l.f. Beauty (NYSE: ELF) is fueled by our vision to be a bold disruptor with a kind heart and has an unequivocal ambition to make positive impacts on people, product and the planet.

Today, the company launched a bold stop-in-your tracks campaign to support its mantra that when a business both does good and is good, anything is e.l.f.ing possible: Introducing ‘Dupe That!’

The campaign encourages the community to read e.l.f.’s FY 2024 Impact Report and participate in being good and doing good. The company believes an environment in which companies lift each other up to do better elevates the entire playing field so we all win.

“Our e.l.f. ethos powers purpose, our purpose powers people, our people power performance – and our performance powers possibilities,” said Kory Marchisotto, e.l.f. Beauty’s Chief Marketing Officer. “The more we unapologetically lean into our purpose, the stronger the signals to keep using our megaphone to help make the world an increasingly brighter place for every eye, lip and face. At e.l.f.’s core is democratizing access – to the best of beauty, to wealth creation, to level playing fields in sports and business, to wellness, to a better planet and, perhaps most importantly, to doing it all with kindness. Please, DUPE THAT!”

e.l.f. is presenting ‘Dupe That!’ across more than 280 feet across 22 LED screens of the marquee E-Panel wall in The World Trade Center retail complex in New York, a two-page spread in The New York Times and throughout e.l.f.’s social-media ecosystem. The company that stands with every eye, lip and face calls on others to join a parade of goodness. The more unicorns, the better.

The campaign was created with partner agency Madwell. In an eye-catching call to action, the approach highlights fanciful unicorns set against tangible, quantitative facts:

• Democratizing access to the best of beauty with the ability to buy five e.l.f. lip oils for the price of one of its prestige competitors. 
• Leading with a kind heart, donating at least 2% of previous-year profits to drive positive change.
• Changing the board game as the only U.S. publicly traded company – out of approximately 4,100 – to have a corporate board of directors that is 78% women and 44% diverse. 
• Making every one of e.l.f.’s 500+ employees an owner, granting more than $180 million in equity – excluding the executive team – since 2014. 
• Standing with every eye, lip, face, paw and fin with double cruelty-free certification from PETA and Leaping Bunny Program. 

The company released its third annual Impact Report earlier this month, detailing actions and progress in supporting positive impacts for people, product and the planet across the company’s five brands: e.l.f. Cosmetics, e.l.f. SKIN, Keys Soulcare, Well People and NATURIUM.