Name: Why e.l.f. Beauty’s Chief Executive Uses TikTok Live
Uploaded: 2026-08-12T13:00:00Z
Duration: 1 min 13 s
Description: CEO Tarang Amin shares how e.l.f. Beauty uses TikTok Live to gather consumer feedback. After viewers demanded an affordable alternative to a prestige brand's bronzing drops, he called his research and development team to adjust their production schedule.

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CEO Tarang Amin shares how e.l.f. Beauty uses TikTok Live to gather consumer feedback. After viewers demanded an affordable alternative to a prestige brand's bronzing drops, he called his research and development team to adjust their production schedule. Photo: Maurizio Martorana for The Wall Street Journal

https://m.wsj.net/video/20260807/b78458cb-1d34-4272-9ecd-ab5ae84eeebc/1/hls/manifest-hd-wifi.m3u8

CEO Tarang Amin shares how e.l.f. Beauty uses TikTok Live to gather consumer feedback. After viewers demanded an affordable alternative to a prestige brand's bronzing drops, he called his research and development team to adjust their production schedule.

Why e.l.f. Beauty’s Chief Executive Uses TikTok Live

In this day and age, particularly for a brand like ours that's so socially active, the expectation now is I actually get on pretty regularly on TikTok Live.

You personally?

Personally.

To take input.

Take feedback from our community. In fact, I'm introduced, sometimes my CMO will introduce me and she'll introduce me and she'll say, "All right, you got the big boss now. Tell him what you want." And our communities, and there'll literally be 12,000 people on this TikTok and they're not shy. I'm looking at the chat box and last year, they had gone on and they were like "Hey e.l.f., there's a prestige brand, they have these bronzing drops. They're terrific, but they're $39. I can't afford $39, help us out." I'll look at the chat field and I say, "Okay, I see you guys want bronzing drops." There'll be another 20 chats right away that says, "No, no, boss man. We want them now," right? I will literally leave that call a bit traumatized. Call my head of R&D and say, "Oh my God, for the love of God, we have a three-year product pipeline. Tell me we have bronzing drops on our pipeline." And she said, "We do." I'm like, "Oh, thank God. When are they coming out?" And she says she told me 18 months. I'm like, "Oh, no, no, no."

You got to do faster than that.

I am not getting yelled at by our community on these bronzing drops. And we introduced them four months later.

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.