Case Study: e.l.f. Cosmetics achieves up to 29.7% uplift in revenue per user and 3.2x ROI with Dynamic Yield

e.l.f. Cosmetics Tailors the Beauty Regimen to Every Shopper

e.l.f. Cosmetics, founded in 2004 to make high‑quality beauty affordable, set out to grow its direct eCommerce business by moving beyond a one‑size‑fits‑all site experience. The team targeted product listing pages (PLPs), product detail pages (PDPs) and the mobile menu as critical touchpoints and needed a solution to ingest first‑party data, identify high‑value segments, improve mobile product discovery, surface more relevant recommendations, and personalize category page results in real time.

Partnering with Dynamic Yield, e.l.f. ingested historical first‑party segments, personalized the mobile menu, ran a PDP recommendation bakeoff (Dynamic Yield drove +23.2% CTR and +4.2% revenue per user vs. the alternative), and applied deep‑learning personalized sorting to PLPs. The changes produced an 18% lift in mobile engagement, a 4.2% lift in revenue per user from initial personalization, a 3.3% RPU lift in the PLP test (3.2x ROI), a 29.7% RPU uplift during Black Friday/Cyber Week, and a projected 13.5x annual ROI when rolling personalized sorting across all category pages.

e.l.f. Cosmetics

Ekta Chopra

Chief Digital Officer