Mandy Fields, CFO of E.l.f. Beauty, has played a crucial role in the company's transformation from a budget-friendly brand to a global leader in cosmetics. The company achieved $1.636 billion in annual net sales for its 2026 fiscal year, marking a 25% increase year-over-year, and has maintained 30 consecutive quarters of net sales growth.
E.l.f. has made strategic acquisitions, including the $355 million purchase of Naturium in 2023 and the $1 billion acquisition of Rhode in 2025. Despite facing challenges from tariffs, which impacted over $50 million in costs, E.l.f. benefited from tariff refunds that contributed to a 100% increase in net income and a 14 percentage point rise in gross margin in the first quarter ending in August.
The company has adjusted its pricing strategy, rolling back some increases while keeping 75% of its products priced at $10 or less, which has helped maintain consumer loyalty. invests heavily in marketing, allocating 23% to 25% of net sales to this area, focusing on community engagement and influencer partnerships to drive brand awareness.
Fields emphasizes the importance of listening to consumer feedback, which has led to successful product innovations. Overall, E.l.f.'s strategic approach to pricing, marketing, and community engagement positions it favorably in the competitive beauty market