Mandy Fields

“We are intentional about staying true to that mission of making the best of beauty accessible,”

Mandy Fields · said date not stated · reported 2026-10-16

Fields said that even as the business has expanded, E.l.f. has made it a priority to uphold its original values.

“We spend 23% to 25% of our net sales behind marketing and digital,”

Mandy Fields · said date not stated · reported 2026-10-16

Fields said marketing is a core priority for E.l.f., with the company spending 23% to 25% of net sales on marketing and digital.

“Seventy-five percent of our portfolio is $10 or less,”

Mandy Fields · said date not stated · reported 2026-10-16

Fields noted that E.l.f.'s affordability puts the company in a good spot with consumers.

“That really is something that we think about and talk about all of the time.”

Mandy Fields · said date not stated · reported 2026-10-16

Fields said E.l.f. is intentional about staying true to its mission of making the best of beauty accessible.

“We say there's zero distance between us and our community,”

Mandy Fields · said date not stated · reported 2026-10-16

Fields said E.l.f. maintains zero distance between itself and its community.

“We've used that marketing to stay very connected to our community. ”

Mandy Fields · said date not stated · reported 2026-10-16

Fields said E.l.f. has used its marketing to stay very connected to its community.

“ [Consumers] are still voting for E.l.f. because of the value proposition, the innovation, the fun marketing and digital that we bring to the table, the accessibility.”

Mandy Fields · said date not stated · reported 2026-10-16

Fields said consumers are still voting for E.l.f. because of its value proposition, innovation, and accessibility.

“People look to influencers to educate them, to tell them about the new hot thing out there.”

Mandy Fields · said date not stated · reported 2026-10-16

Fields said people look to influencers to educate them about new beauty products.

“That's what it's really about: staying close to our community, reading the comments that they have on our social media posts, listening to them when we go on TikTok lives.”

Mandy Fields · said date not stated · reported 2026-10-16

Fields described how E.l.f. stays close to its community by reading social media comments and joining TikTok lives.

“choiceful with how they spend.”

Mandy Fields · said date not stated · reported 2026-10-16

Fields said she has seen consumers be choiceful with how they spend.

“We're always listening and we're trying to be as fast as possible in responding to those requests, and I think that's been a bit of the secret sauce of E.l.f.,”

Mandy Fields · said date not stated · reported 2026-10-16

Fields said E.l.f.'s secret sauce is always listening to consumers and responding as fast as possible to their requests.

“So we might send them some product, but they're going to choose if they talk about it or not with their communities.”

Mandy Fields · said date not stated · reported 2026-10-16

Fields said E.l.f. may send influencers product but they choose whether to talk about it with their communities.

“Influencers and creators really have transformed how beauty generally is going to market,”

Mandy Fields · said date not stated · reported 2026-10-16

Fields said influencers and creators have transformed how beauty goes to market.

“A lot of the posts that you see for E.l.f. are organically done,”

Mandy Fields · said date not stated · reported 2026-10-16

Fields said many posts about E.l.f. are organically done by influencers.

“Seeing the numbers behind it ... what makes one product more successful than another? Why does this marketing work better than that? It's just fantastic, and in the CFO seat, you see everything across the company.”

Mandy Fields · said date not stated · reported 2026-10-16

Fields said that as CFO, she sees everything across the company and enjoys understanding the numbers behind product and marketing success.

“They have that more authentic connection to community,”

Mandy Fields · said date not stated · reported 2026-10-16

Fields said a majority of E.l.f.'s influencer spending is with mid- and smaller-tier creators who have a more authentic connection to community.

“I love thinking about what makes a person purchase an item,”

Mandy Fields · said date not stated · reported 2026-10-16

Fields said she loves thinking about what makes a person purchase an item.