Case Study: e.l.f. Cosmetics achieves a 4.2% increase in revenue per user and an 18% uplift in customer engagement with Dynamic Yield

e.l.f. Cosmetics influences the beauty regimen with personalization

e.l.f. Cosmetics, a digitally-native, direct-to-consumer beauty brand founded in 2004, wanted to deepen its digital presence by delivering personalized shopping experiences. The eCommerce team needed a solution to ingest first‑party data, identify high‑value audience segments, surface relevant product recommendations, and optimize mobile product discovery.

Partnering with Dynamic Yield, e.l.f. activated historical first‑party data, ran a recommendation bakeoff, and personalized PDP recommendations and the mobile menu based on user behavior. The efforts drove a 4.2% increase in revenue per user, an 18% uplift in customer engagement, and a 17.6% increase in mobile menu clicks.

e.l.f. Cosmetics

Shana Rungsarangnont

Digital Products Manager