WWD.com/beauty-industry-news/color-cosmetics/critical-mass-elf-eyes-retail-expansion-5819267

color-cosmetics

March 22, 2012

Critical Mass: Retail Expansion Fuels E.l.f.'s Growth Spurt

The brand is expanding its store distribution in a move that puts it on track to reach more than $125 million in retail sales this year.

By Faye Brookman

color-cosmetics/news

NEW YORK — E.l.f. Cosmetics wants to grow up.

After debuting online in 2004 with just 13 items, the brand’s revenues hit $20 million in less than two years....

Critical Mass: Retail Expansion Fuels E.l.f.'s Growth Spurt

The brand is expanding its store distribution in a move that puts it on track to reach more than $125 million in retail sales this year.

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