Name: For e.l.f. Beauty, Inclusivity Is a Business Model, Not a Policy
Uploaded: 2026-08-17T14:00:00Z
Duration: 2 min 14 s
Description: e.l.f. Beauty CEO Tarang Amin details the company's approach to brand values and corporate inclusivity. Amin highlights how inclusivity is inherently built into the company's business model rather than treated as a separate initiative.

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e.l.f. Beauty CEO Tarang Amin details the company's approach to brand values and corporate inclusivity. Amin highlights how inclusivity is inherently built into the company's business model rather than treated as a separate initiative. Photo: Maurizio Martorana for The Wall Street Journal

https://m.wsj.net/video/20260812/647bce30-dfe0-4dc2-af3b-13afdb311315/1/hls/manifest-hd-wifi.m3u8

e.l.f. Beauty CEO Tarang Amin details the company's approach to brand values and corporate inclusivity. Amin highlights how inclusivity is inherently built into the company's business model rather than treated as a separate initiative.

For e.l.f. Beauty, Inclusivity Is a Business Model, Not a Policy

There was this big backlash against DEI that came in with the Trump administration, but was fed by others, Robby Starbuck and social media, you know, shareholder lawsuits, most of the CEOs. I know many CEOs who didn't change their policies much, but they all stopped talking about it. And I saw you out there, you know, going on television saying, "We're holding strong to our DEI policies." Why did you do that? Were you worried about the risk to the business that might come from being so outspoken about it?

You know, I think, as I mentioned, our North Star is our community, and the community knows us for being, you know, premium quality, extraordinary prices, we're vegan, double certified by Leaping Bunny and PETA cruelty-free, clean formulations, 2,900 ingredients we don't formulate with, the only beauty company that's Fair Trade certified. So, they know us for our values. And one of the big values we have, and it's been there from the very beginning, is we make the best of beauty accessible for every eye, lip, and face, is inherently about inclusivity. The word every is really important. We're big believers that if your team reflects communities you serve, it's a competitive advantage. And I can tell you, our team absolutely reflects the teams we serve. And so, when all of this rhetoric came out on diversity, et cetera, we felt we had business as a role for societal good that we really wanted to make sure people knew we are all about inclusivity. Now, we had a couple of important advantages relative to some maybe of the bigger companies. One, we're not a federal contractor, so we're not subject to the executive order from the president. Second, we never really had a DEI program or quotas or many of the things that have been challenged, mainly because it's more fundamental than that.

It was inherent in the business model.

It's inherent to our entire business model. And, you know, I learned a long time ago, you have to be who you are. And our community is highly intelligent. They understand what's authentic versus what's not. If we'd taken a different stance, I think that would've been way riskier than the risk we face in terms of being out there in terms of we see the power of inclusivity.

The WSJ Leadership Institute Presents: Leaders. A new podcast series bringing you revealing conversations with top executives shaping business today. Hosted by Alan Murray, president of the WSJ Leadership Institute, the series goes beyond headlines to explore how leadership really works in times of upheaval, transformation, and uncertainty. Our first episode was released Monday, Sept. 22, at 5:00 a.m. ET, with new episodes every other Monday.