Case Study: e.l.f. Cosmetics achieves rapid innovation, higher conversions and 60%+ retention with Salesforce Commerce Cloud

e.l.f. Cosmetics’ customer experience is a thing of beauty

e.l.f. Cosmetics is a digital-native beauty brand known for affordable, vegan products and rapid product innovation, but it faced growing competition from legacy brick-and-mortar brands and was constrained by outdated technology that slowed go-to-market agility and omnichannel engagement. The company needed a platform that could connect social, ecommerce, marketing, and service channels and support fast, data-driven personalization.

e.l.f. implemented Salesforce Marketing Cloud, Commerce Cloud, and Service Cloud with Einstein AI to create a unified customer view, personalized journeys, and AI-driven product recommendations. The cross-cloud solution boosted browse-to-buy conversion to Black Friday levels, cut daily customer service tickets by 50%, maintained retention around 55–65% (60%+), freed staff for loyalty initiatives, and kept e.l.f.’s ecommerce site leading its category.

e.l.f. Cosmetics

Ekta Chopra

VP of Information Technology & Ecommerce