Tarang Amin

Tarang Amin is best known for engineering one of the most remarkable turnarounds in consumer beauty, taking e.l.f. Beauty from a struggling mass-market brand to a consistent top-five US cosmetics brand with over 25 consecutive quarters of net sales growth as of 2024. Under his leadership, e.l.f. has become widely cited as a case study in disruptive marketing — combining ultra-low price points with high-quality products, viral social media campaigns, and culturally resonant brand partnerships that punch well above the company's media spend. The brand's TikTok-first strategy and its 'eyes.lips.face' Super Bowl campaign are frequently referenced in marketing circles as examples of challenger-brand thinking. Amin joined e.l.f. as CEO in 2014 after a career in consumer goods leadership. Before e.l.f., he served as Chairman and CEO of Schiff Nutrition International, where he led a significant transformation and sale to Reckitt Benckiser. Earlier in his career he held senior roles at Procter & Gamble. He became Chairman of e.l.f.'s board in addition to his CEO role, consolidating strategic oversight of the company. Amin has positioned e.l.f. as a digitally native, community-driven brand, investing heavily in influencer marketing, earned media, and social commerce at a time when many legacy beauty brands were slow to adapt. The company's marketing efficiency — generating outsized brand awareness relative to its advertising budget — has made Amin a notable figure in conversations about modern brand building and performance marketing.

Last updated Oct 22, 2026 by ATDb automated enrichment · Connections updated Oct 22, 2026