E.l.f. Beauty’s CEO wants to make a beauty empire for Gen Z

By Ramishah Maruf, CNN (CNN) — Affordable beauty brand e.l.f. has unlocked something that’s mystified many retailers: how to win over the ever-persnickety Gen Z. E.l.f.’s formula has included low price points for high-quality items, TikTok-viral dupes of products from expensive brands, and popular marketing campaigns that manage not to make its youngest audience cringe.