e.l.f. Beauty: Strategic Case Analysis
e.l.f. Beauty is a beauty company built around accessible products and a growing portfolio of cosmetics and skincare brands. For this academic case analysis, my team evaluated the company’s competitive environment, internal capabilities, portfolio, organizational strategy, and opportunities for continued growth.
Project Overview
Role: Student Researcher
Timeline: May 2026
Tools: SWOT Analysis, Porter’s Five Forces, Strategic Analysis, Competitive Analysis, Canva, Google Workspace
Team: Six-Person Student Team
Objective
Evaluate e.l.f. Beauty’s competitive position and business strategy to identify its strengths, weaknesses, opportunities, and threats and develop strategic recommendations for long-term growth.
How
My team conducted a comprehensive case analysis covering e.l.f. Beauty’s external environment, internal strengths and weaknesses, brand portfolio, functional competencies, organizational structure, and control systems.
We applied frameworks including Porter’s Five Forces and SWOT analysis while examining areas such as affordability, omnichannel distribution, international expansion, e-commerce, acquisitions, supply chain challenges, and competition.
The analysis also evaluated e.l.f.’s multi brand strategy and related diversification across e.l.f. Cosmetics, e.l.f. SKIN, Well People, Keys Soulcare, Naturium, and Rhode. We examined how its organizational structure and data-driven control systems support its broader strategy and identified opportunities for improved coordination.
Results
Developed strategic recommendations focused on maintaining affordability, expanding product categories, investing in international beauty brands, and reaching new consumer segments. The final analysis recommended maintaining low prices within e.l.f.’s low-cost portfolio, expanding beyond core cosmetics, pursuing international beauty investments, and exploring products for the growing men’s beauty market.