December 6, 2016

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e.l.f. Cosmetics

elf cosmetics logo

These entrepreneurs made $10 million in a wacky way. By targeting rich customers … who like to shop in dollar stores! Hear the inspiration behind E.L.F. Cosmetics.

What they do:
Make and market a line of value priced quality cosmetics (for Eyes, Lips and Face) sold in Dollar Stores.

Inspiration:
When Scott-Vincent Borda and Joey Shamah learned that high income consumers shopped at dollar stores, they went to work on a new product line, tapping Borda’s beauty industry background.

About the business:
The founders claim their $1 cosmetics offer the benefits, look and ingredients of higher priced products. Sales: $10 Million+.

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