e.l.f. Cosmetics
Objective
e.l.f. (Eyes. Lips. Face.) Cosmetics built its brand on accessibility, offering quality, cruelty-free makeup at affordable prices. In 2015, e.l.f. embarked on a re-coding of their eCommerce experience, which provided an opportunity to improve their user experience greatly, and that’s when we got the call.
The objectives were clear: realize e.l.f.’s vision of becoming the most engaging beauty site on the internet; harmonize content, leverage the recent Play Beautifully campaign, and boost commerce via lifting traffic, conversion, and engagement.
Scope
User Experience UX Audit
Visual Design Audit
Findings Report
Improved UX Flows
Improved Visual Design
Website Guidelines
The Solution
We helped e.l.f. improve their website design for product layout and user experience.
Barretto-Co. Conducted a comprehensive audit of both user experience and visual design to identify key friction points and areas for growth. Our analysis led to strategic updates in user flows, streamlining navigation, and enhancing discoverability across product and content pages.
Visually, we refined the interface to better reflect e.l.f.’s brand personality: “polished and playful”—a reflection of their core ethos: beauty that’s confident, candid, and spirited. Our updates brought clarity and cohesion to the design, reinforcing the emotional appeal of e.l.f.’s mission.
Impact
With improved UX and a refreshed design system, the e.l.f. website became more engaging and accessible, supporting their vision for beauty as experimentation, empowerment, and joy.
Founded in 2004 as an e-commerce-first value cosmetics brand, e.l.f. had expanded into wholesale and owned retail by the time of this engagement. Our work helped harmonize their growing brand presence across channels while preparing the site to scale with new audiences and digital demands.
