Case Study: e.l.f. Cosmetics achieves personalized customer experiences and stronger brand loyalty with ActionIQ

How e.l.f. Beauty Uses ActionIQ to Enhance Customer Experience and Drive Brand Loyalty

e.l.f. Cosmetics, the affordable, clean and cruelty-free cosmetics brand, needed to turn a surge of digital shoppers and a growing loyalty program into long-term customers. Facing siloed, fragmented customer data after a 60% increase in online buyers during the pandemic, e.l.f. selected ActionIQ’s customer data platform (CDP) — including its InfiniteCompute infrastructure and no‑code orchestration tools — to unify customer identities and enable business teams to access insights and build personalized experiences.

ActionIQ built a Customer 360, enabled real‑time segmentation, predictive models and cross‑channel journey orchestration, empowering e.l.f. to personalize acquisition and retention at scale. The results include a 12% year‑over‑year increase in net sales to $318.1M (as of 3/31/2021), the e.l.f. Beauty Squad growing to over 2 million members (40% YOY) and accounting for 70% of online sales, a Q4 2020 sales lift of 13% ($74.7M), and category leadership as the only top‑five U.S. color cosmetics brand to grow in FY2021 — outcomes driven by ActionIQ’s platform and capabilities.

e.l.f. Cosmetics

Brigitte Barron

Director of Global CRM & Customer Growth