e.l.f. Cosmetics

e.l.f. Cosmetics


In 2015, e.l.f embarked on a re-coding of their eCommerce experience, which provided an opportunity to improve their user experience greatly—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.


User Experience UX Audit
Visual Design Audit
Findings Report
Improved UX Flows
Improved Visual Design
Website Guidelines

The Solution

e.l.f. gives you the freedom to experiment and have fun with luxurious beauty. Our beauty point-of-view—”e.l.f. beauty”—is polished & playful. Our character is beautiful inside and out—confident, candid and spirited.

e.l.f Cosmetics was founded in 2004 as a value cosmetics eCommerce company. They have since expanded into wholesale retail and owned retail and continue to expand these channels.