Case Study: e.l.f. Cosmetics achieves seamless omnichannel customer experiences and higher conversions with Salesforce

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

e.l.f. Cosmetics, a fast-growing, digital-native beauty brand known for affordable, vegan products, faced mounting competition as large retailers expanded online and its legacy systems slowed innovation. The company needed faster, more agile technology to support rapid product launches and a true omnichannel customer experience.

e.l.f. adopted Salesforce Commerce Cloud, Marketing Cloud and Service Cloud with Einstein AI to unify commerce, marketing and service, personalize customer journeys, and give agents a single view of shoppers. The cross-cloud solution raised browse-to-buy conversions to Black Friday levels, cut daily service tickets by 50%, sustained website retention around 55–65% (≈60%), kept the site number one in its category, and allowed staff to shift focus to loyalty and growth.

e.l.f. Cosmetics

Tarang Amin

Chief Executive Officer