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E.l.f., a beloved cosmetics brand, stands out for its strong commitment to diversity and inclusion efforts. The company recently released “So Many Dicks,” a campaign that sparked widespread positive sentiment on social media while facing some criticism about its political overtones.
With a board featuring 78% women and 44% people of color, E.l.f. is rare among publicly traded companies. CEO Tarang Amin highlights the success of DEI initiatives in attracting and retaining employees, leading to five-year sales growth despite opposition from critics like Robby Starbuck, who campaigns against major companies’ progressive initiatives.
Pew Research found that majority of potential consumers view DEI efforts positively, supporting E.l.f.’s inclusion-focused brand. CEO Amin dismisses concerns about backlash, noting the strong loyalty and vocal support for the brand among its community.
E.l.f.’s strategy is part of a broader wave of companies expanding diversity within their ranks. Companies like Costco are also defending DEI efforts, framing them as beneficial for attracting diverse talent and customer engagement.
Despite challenges, CEO Amin remains optimistic about the importance of inclusivity in business strategies, emphasizing that more companies are committed to diverse workforces than those opposed.
Source: https://edition.cnn.com/2025/01/25/business/elf-beauty-dei-support/index.html