While many major brands have scaled back or abandoned diversity, equity, and inclusion (DEI) initiatives, e.l.f. Beauty has doubled down.
The cosmetics brand, known for its affordability and trend-driven products, has taken an activist stance—one that aligns with progressive social justice causes but has also drawn criticism for pushing political agendas in its marketing.
From its “Community” section, which promotes racial and social justice resources, to its “So Many Dicks” campaign aimed at corporate board diversity, e.l.f. has woven identity politics deeply into its brand. The company’s approach starkly contrasts with industry giants like Amazon, Meta, Walmart, and McDonald’s, which have recently reduced or eliminated DEI initiatives in response to backlash.
A Deep Dive into e.l.f.’s Activist Marketing
e.l.f. Beauty has gone beyond traditional DEI initiatives, embedding progressive activism into multiple facets of its business.
On its e.l.f. Cosmetics’ website, the “Community” section provides books, podcasts, and petitions to encourage customers to engage in social justice causes. Among the highlighted materials:
- Books and Podcasts on Race and Identity: e.l.f. directs consumers to Amazon to purchase books focused on race, social justice, and activism. The company also promotes podcasts like Intersectionality Matters, hosted by Kimberlé Crenshaw, a leading figure in critical race theory.
- Provocative Media Recommendations: Another podcast e.l.f. promotes, Seeing White, directly questions concepts of whiteness and systemic racial dynamics. The show’s description asks:
“What is whiteness for?” and “Where did the notion of ‘whiteness’ come from?” - DEI Advocacy Through Donations and Petitions: e.l.f. links to organizations such as:
- The National Bail Fund Network, which opposes incarceration and criminal surveillance.
- Campaign Zero, which advocates for eliminating law enforcement.
- Advancement Project which envisions a future where racism no longer exists and justice is “radically transformed.” On the site, they state, “We envision a future where people of color are free – where they can thrive, be safe and exercise power. Driven by the genius of ordinary people and their movements, racism will no longer exist and justice will be radically transformed.”
- Allyship Training and Activism: e.l.f. promotes guidelines for white allies, encouraging them to assume racism is present every day and to consistently discuss systemic racism with their children.
The “So Many Dicks” Campaign and Corporate Board Diversity
e.l.f. Beauty’s “So Many Dicks” campaign took aim at corporate boardrooms, pointing out that more men named Richard, Rick, or Dick serve on public U.S. company boards than women altogether.
“There’s nothing wrong with being Richard, Rick, or Dick,” CEO Tarang Amin told CNN, “but we wanted to shine a light on ‘let’s give other people a chance.’”
Amin proudly points out that e.l.f. is one of only two publicly traded companies where women make up more than 78% of its board and 44% of board members are people of color. The company also regularly features transgender and non-binary models in its advertising.
Criticism and Pushback
Not everyone is on board with e.l.f.’s progressive marketing. Some critics argue that the beauty industry should focus on cosmetics rather than politics, and conservative activists, such as Veebs CEO himself, Tim Young, have led efforts to campaign against DEI-driven companies.
However, Amin remains unfazed.
“Our community is highly vocal and highly loyal,” he said. “If people go against their beloved e.l.f., they can be pretty vicious.”
While some brands are bowing to anti-DEI sentiment, Amin believes that companies abandoning their diversity initiatives will ultimately lose out on valuable talent and consumer loyalty.
Don’t agree with what e.l.f. is supporting?
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