Hailey Bieber, AI and fast launches: how e.l.f. Beauty is winning
Masters of Scale
WaitWhat
4.6 • 4.4K Ratings
🗓️ 26 February 2026
⏱️ 36 minutes
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Summary
Tarang Amin took the helm of e.l.f. Beauty at a pivotal moment and helped turn it from industry underdog to category disruptor, with a retail footprint spanning Sephora, Target, Dollar General, and H&M — while outperforming much of the beauty sector. Amin breaks down the unconventional moves driving that growth, from lightning-fast product cycles and hands-on AI experimentation to cultural bets like partnering with Hailey Bieber. Beyond beauty, e.l.f.’s playbook offers a sharp look at how speed and conviction fuel growth in a volatile market. Hear Amin’s conversation with Bob Safian in this recent episode, first published in the Rapid Response feed.
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Transcript
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| 0:00.8 | Startups grow in unpredictable ways, but your infrastructure shouldn't. |
| 0:04.9 | Deal scales with you from employee one to employee 1,000. |
| 0:08.9 | Deal's real-time payroll engine cuts weeks-long cycles down to minutes, |
| 0:13.2 | and their global experts keep you compliant as you expand. |
| 0:16.5 | Plus, startups can tap into perks like up to $25,000 in deal credits and support programs designed |
| 0:23.0 | specifically for high growth teams. Deal is the fastest way to hire, manage, pay, and equip |
| 0:28.3 | anyone anywhere. Deal, your Forever People platform. Visit D-E-E-E-L.com slash M-O-S to learn more and book a demo. |
| 0:40.0 | On Masters of Scale, we talk a lot about inflection points, those moments when a technology |
| 0:46.0 | stops being optional and starts being fundamental. |
| 0:50.3 | AI presents one of those moments, and behind every breakthrough, whether it's medical research or education or even cinematic visual effects, there's infrastructure most people never see. |
| 1:03.3 | As the essential cloud for AI, core weave is building that foundation. |
| 1:08.4 | It provides a purpose-built AI cloud designed specifically for pioneers at leading |
| 1:13.6 | AI labs and enterprises ready to power the biggest ideas and the boldest ambitions. |
| 1:20.4 | Ready for anything. Ready for AI. To learn more about how CoreWeave powers the world's best AI, |
| 1:26.8 | go to CoreWeave.com slash ready for anything. |
| 1:32.4 | We've never actually had a DEI program or quotas or a number of the things that are getting attacked. |
| 1:38.8 | But we're one of less than 1% of public U.S. companies with a board that's 60% women, 40% diverse. |
| 1:46.6 | We did a provocative campaign last year titled, So Many Dicks, So Few of Everyone Else. |
| 1:53.3 | There are more men named Richard, Rick, or Dick on America's corporate boards than entire populations I underserved. |
| 2:00.4 | I love the fact that 76% of our |
| 2:02.4 | team are women, 74% are Gen Z, millennial, 44% are diverse. We just posted our 28th consecutive |
| 2:10.6 | quarters of net sales and market share gains. The composition of our team is the biggest |
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