Tarang Amin became Chairman and CEO of e.l.f. in 2014, and he’s since transformed the affordable cosmetics brand into a beauty juggernaut. He helped take the company public in 2016, led its $355 million acquisition of Naturium in 2023, and most recently won over rhode — the highly coveted start-up founded by Hailey Bieber — in a $1 billion deal.
For our LinkedIn newsletter, Wake-Up Call at Work, we spoke to Amin about this blockbuster partnership, why he’s firmly committed to DEI despite the current climate, and much more.
What’s one thing you always look for in a potential hire?
Amin: With new talent, we look for two things: hungry and humble. People who are hungry and aren’t afraid to ask, “why not?,” and people who stay humble, knowing great ideas can come from anyone in the room. We look for bold disruptors with kind hearts. Our culture is built on ownership and high-performance teamwork. We thrive on passionate relationships, real-time feedback, and mutual accountability.
What’s the best leadership advice you’ve ever received — and from whom?
It’s actually something I learned from my parents through our motel business — empowering everyone to be an owner. Every e.l.f. team member is given stock annually, so people stay with the company as a vested partner and give you their best.
As a man leading a company whose consumer base is primarily women, how do you stay in touch with trends and the changing preferences of your customers?
There’s zero distance between us and our community: We’re always listening and learning from them, and we deliver with speed. One of my favorite rituals is our bi-weekly innovation meeting. Every employee is invited, and the chat lights up with feedback from our team of beauty enthusiasts. Because our team reflects the diversity and passion of our community, we get insights that enable us to anticipate trends, move with agility, and stay deeply connected to what matters most to them.
Earlier this year, your company announced it would acquire rhode skin. What attracted you to this relatively new company, how will it strengthen e.l.f.’s portfolio, and what has working with Hailey Bieber been like?
I was struck by Hailey’s clarity of vision and the intentional way she built rhode. She is deeply connected to her community and remains hands-on with every aspect of the business.
We look for brands that are complimentary, yet distinct to our vision to build brands that disrupt norms, shape culture, and connect communities — and we found that in Hailey. rhode complements our portfolio by extending our reach into high-performance skincare while staying true to our shared values of accessibility, inclusivity, and purpose. Show me another brand that has reached $212 million direct-to-consumer with only 10 products in just three years, and is the most successful brand launch ever in Sephora North America.
What’s one big trend you think we’ll be seeing in beauty next year?
Blurring of the lines between beauty categories. Consumers today want products that do more, that combine benefits and simplify routines. Think foundations that hydrate with skincare benefits, primers that protect, and serums that brighten while blurring imperfections. It’s about products with multiple benefits that save time without compromising results.
Many companies have rolled back their DEI initiatives, but you’ve stood firm. Why is that, and have you had any corporate pressure to change your diversity policies?
Inclusivity is in our DNA — it’s how we build a stronger company. Our board of directors is 67 percent women and 44 percent diverse. Our overall team is 74 percent women, 76 percent Millennial or Gen Z, and 44 percent diverse, reflecting the community we serve.
We recently launched our fourth annual impact report, highlighting our purpose-led actions. This year centers on the word “every,” because we strive to make the world a better place for every eye, lip, and face. We’re committed to democratizing access to opportunity for all, from donating more than $2.5 million to change-making causes to growing our Change the Board Game initiative with a coalition of leaders committed to building more-inclusive boardrooms.
Is there a book, podcast, or piece of media that changed how you think?
Doris Kearns Goodwin’s Team of Rivals. It reminded me to look for the best in everyone and leverage each person’s true strengths, even in this polarized environment.
Do you have any habits that keep you on your game and productive throughout the day?
I try to build small habits that keep me grounded and clear-headed. One simple practice that I do throughout the day is taking short walks around the block. It’s a small habit, but it helps me stay present, focused, and ready to show up fully for the team.
