Case Study: e.l.f. Cosmetics becomes the #1 mass cosmetics brand on Amazon UK with Amerge

e.l.f. Cosmetics becomes #1 mass cosmetics brand in the UK in 3 months with Amerge

The customer, e.l.f. Cosmetics, aimed to become the top mass cosmetics brand on Amazon in the UK and Germany, but their growth had plateaued. Their previous strategy relied too heavily on branded search and retargeting, missing opportunities for new customer acquisition. They partnered with vendor Amerge to evolve their media strategy to prioritize scalable market share growth without sacrificing efficiency.

Amerge implemented a sophisticated, insight-led strategy that combined Amazon Marketing Cloud signals with e.l.f.’s first-party data. Their solution involved granular audience segmentation, precise negative targeting, and full-funnel optimization to drive incremental growth. The results were outstanding: e.l.f. became the #1 mass cosmetics brand on Amazon UK and #2 in Germany within three months. Ad sales grew by 53.8% in the UK and 106.3% in Germany while also improving ROAS, proving Amerge's data-driven approach delivered sustainable market leadership.

e.l.f. Cosmetics