When Kory Marchisotto joined e.l.f. Beauty, the company had less
than 10% brand awareness and roughly $200 million in revenue.
Today, e.l.f.’s brands generate approximately $1.8 billion in
global consumption—and have become some of the most culturally
relevant names in beauty. In this episode, Kory joins Sammi from
the Cannes Lions Festival to explain how she brought the rigor of
luxury brand-building to an affordable beauty company designed for
the “happy many” rather than the “happy few.” She shares why every
major decision at e.l.f. begins with its community, how the company
turns comments and cultural signals into campaigns, and the story
behind the e.l.f. language that helped create the brand’s cult
following. Kory also takes Sammi inside e.l.f.’s billion-dollar
acquisition of Hailey Bieber’s Rhode, including the business
metrics and shared values that made the partnership stand out. She
explains why e.l.f. publicly addressed its first global price
increase, how the company maintains premium quality and strict
safety standards at accessible prices, and why it continues to
enter unexpected spaces like Twitch, Roblox, gaming, sports, and
the Super Bowl. Plus, Kory reveals how her team created a Jennifer
Coolidge Super Bowl campaign in less than three weeks, the
framework she uses when a marketing campaign doesn’t land, and why
e.l.f. has granted $250 million in stock to employees outside the
C-suite. Toward the end, she opens up about the deeply personal
ambition inspired by her father and shares the simple three-step
system e.l.f. uses to move from an idea to execution. Follow Sammi
Cohen on Instagram Read more about e.l.f. x Rhode, e.l.f. x
Twitch, the Super Bowl ad, and So Many Dicks Here’s What Sammi
Covers with Kory: 00:00 Kory Marchisotto’s Social Currency 02:27
What Cannes Taught Kory About Great Creative Work 04:44 How e.l.f.
Grew From $200 Million to $1.8 Billion 06:36 Bringing Luxury
Brand-Building to Affordable Beauty 09:48 Serving the “Happy Many,”
Not the “Happy Few” 10:56 Why Every e.l.f. Idea Starts With the
Community 12:53 Finding the Answers Between the Comments 16:44 What
Kory Initially Thought of the Name e.l.f. 17:30 How e.l.f. Created
Its Own Language 20:18 The F-Bomb That Inspired an e.l.f. Bomb
22:22 Does Hair Still Fit Into Eyes, Lips, Face? 24:29 Inside
e.l.f.’s Billion-Dollar Acquisition of Rhode 25:47 Why Rhode’s
Growth Was So Rare 27:00 The Dinner That Sealed the Partnership
28:31 Why e.l.f. Publicly Announced Its Price Increase 31:00 How
e.l.f. Delivers Prestige Quality Under $10 31:43 What “Clean
Beauty” Actually Means at e.l.f. 32:48 Why e.l.f. Entered Twitch
and Roblox 33:30 The Brand Ethos Behind Every Marketing Decision
35:36 Creating a Safe Space for Women in Gaming 38:03 Making a
Super Bowl Ad in Three Weeks 40:11 Building the Muscle to Move at
e.l.f. Speed 41:40 The Cultural Insight Behind an 11-Day Campaign
43:17 What to Do When a Marketing Campaign Misses 44:24 Kory’s
Three-Part Crisis Framework 47:25 Why Every e.l.f. Employee
Receives Stock 48:00 Operating Like a Startup at a $2 Billion
Company 50:48 The Personal Story Behind Kory’s Ambition 53:46 The
Accomplishments She Wishes Her Father Could See 54:30 Lightning
Round 54:54 The Beauty Trend Kory Would Retire Tomorrow 55:23
Kory’s Favorite e.l.f. Collaboration 57:00 Vision, Alignment,
Execution58:19 How Young Is Too Young for Beauty Products? Learn
more about your ad choices. Visit megaphone.fm/adchoices
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