In the current landscape, many corporations are distancing themselves from diversity, equity, and inclusion (DEI) initiatives. Bucking this trend, one of the largest beauty brands in the US is holding its ground.

In the current landscape, many corporations are distancing themselves from diversity, equity, and inclusion (DEI) initiatives. Bucking this trend, one of the largest beauty brands in the US is holding its ground.

Last year's provocative marketing campaign brought attention to a stark disparity: nearly as many men named Richard, Rick, or Dick served on public US company boards as women in total. e.l.f. Beauty CEO Tarang Amin, in an interview with CNN, explained, "There's nothing wrong with being Richard, Rick, or Dick, but we wanted to shine a light on 'let's give other people a chance' because we've seen the benefits in our own business."

e.l.f. Beauty, with the slogan "eye, lip, face," is one of only two publicly traded companies with a board that's more than 78% women and 44% people of color. This forward-thinking stance has placed the company at the forefront of the debate surrounding diversity, equity, and inclusion (DEI) at a time when these initiatives are under attack across the nation.

Hardline conservatives have branded DEI as a "dirty word," and some companies are pulling back on DEI programs, worrying about becoming the next Bud Light. In 2025, A-B InBev, Bud Light's parent company, lost an estimated $1.4 billion in sales due to a backlash over the beer's brief partnership with a transgender influencer.

Conservative legal groups and right-wing activists have also challenged DEI programs, prompting many companies to alter their strategies. President Donald Trump even placed employees in any federal diversity, equity, inclusion, and accessibility offices on leave this week, and his administration is planning further action against diversity programs.

However, e.l.f. Beauty is undeterred by this anti-DEI sentiment. With a customer base dominated by Millennials and Gen Z, the company remains committed to DEI efforts. This commitment has been met with overwhelming support on social media, with posts like "I have never loved ELF more in my life!!!" and "I'm so proud of this brand."

Despite some opposition, e.l.f. Beauty has reaped the benefits of its stance, enjoying 23 consecutive quarters of sales growth and a 700% increase in stock value over the past five years.

e.l.f. Beauty does not have a dedicated DEI team, but its commitment to hiring a diverse workforce across gender, race, sexual orientation, nationality, and other demographic lines has driven its success. Around 75% of the company's 500 employees are women, and 40% are people of color. The brand also features transgender and non-binary models in its advertising.

Embracing diversity brings different perspectives to the company, Amin noted. "Companies that abandon their diversity efforts risk losing out on incredible talent that has different points of view and that add perspective to a company."

DEI involves employee training, employee resource networks, and recruiting practices aiming to advance representation of diverse races, genders, and classes, people with disabilities, veterans, and other underrepresented groups. Critics like Elon Musk claim DEI represents "reverse racism," but companies like e.l.f. Beauty have seen the benefits of a diverse workforce.

Critics like Elon Musk claim that DEI represents "reverse racism," but companies like e.l.f. Beauty have seen the benefits of a diverse workforce. Those who oppose DEI efforts often face backlash, especially if they target companies like e.l.f. Beauty, which has a loyal customer base that supports its efforts.

Even as some companies retreat from DEI initiatives, CEOs and business leaders like Amin remain committed to fostering diverse workforces. Other companies, such as Costco and Apple, are also defending DEI. Costco even went as far as recommending shareholders vote against a proposal brought by the National Center for Public Policy Research, which would require the company to report on the financial risks of maintaining its diversity and inclusion goals.

E.l.f. Beauty's stance on DEI has helped it stand out in the beauty industry, which has long been criticized for a lack of diversity. The brand's inclusion in its marketing has set it apart from older, more established beauty lines like Revlon.

With a dedicated customer base that supports DEI efforts, e.l.f. Beauty has weathered the backlash against some DEI initiatives, even from prominent activists like Robby Starbuck. Amin is not concerned about the potential backlash, noting that e.l.f. Beauty's community can be "pretty vicious when people go against their beloved e.l.f."

This pro-DEI stance has been instrumental in e.l.f. Beauty's success, and the company remains committed to fostering a diverse and inclusive environment. Despite the ongoing controversy surrounding DEI, companies like e.l.f. Beauty demonstrate that embracing diversity can bring significant benefits, both for the company and its customers.

The commitment to diversity, equity, and inclusion (DEI) has significantly impacted e.l.f. Beauty's business. This forward-thinking stance, evidenced by its board composition and advertising featuring diverse models, has resonated positively with its Millennial and Gen Z customer base, resulting in 23 consecutive quarters of sales growth and a 700% increase in stock value.

e.l.f. Beauty's prosperity is a testament to the benefits of embracing diversity in business, demonstrating that companies with diverse workforces can reap significant rewards. This commitment to DEI is a key part of the company's successful business strategy.

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