Case Study: e.l.f. Cosmetics achieves personalized customer experiences and increased brand loyalty with Uniphore

How e.l.f. Beauty Uses Uniphore to Enhance Customer Experience and Drive Brand Loyalty

e.l.f. Cosmetics, a California-based clean, cruelty-free makeup brand, faced fragmented, siloed customer data as online shopping surged (a 60% increase in new web customers during the pandemic) and sought to turn brand fans into loyal shoppers through its e.l.f. Beauty Squad loyalty program. To unify customer records and deliver personalized experiences at scale, e.l.f. selected Uniphore’s customer data platform (CDP)—leveraging InfiniteCompute, identity resolution, no-code orchestration, and predictive analytics.

Uniphore stitched e.l.f.’s data into unified Customer 360 profiles, enabled business users to build cross-channel journeys and predictive models, and provided the scalable compute and storage to operationalize those insights. The Uniphore solution processed 3.5PB of data per year, generated 546K insights and powered 3.3T personalized activations annually, while helping e.l.f. grow net sales 12% year‑over‑year to $318.1M (as of Mar 31, 2021), expand its Beauty Squad to 2M members (a 40% YoY increase) that drive 70% of online sales, and improve acquisition and retention outcomes.

e.l.f. Cosmetics

Brigitte Baron

Director of Global Customer Relationship Management and Customer Growth