Elf Beauty Inc.

Beauty labels hope to court the concert set for both brand awareness and trendsetting opportunities.

The company behind Naturium’s recent sale adds the body care brand to its portfolio.

E.l.f. used Tiktok to become a Gen Z favourite. Now the brand wants to turn its new fans into lifelong customers, with a little help from Alicia Keys.

The beauty company said sales for the year will be $265 million to $272 million, up from the original forecast of $246 million to $256 million.