Ten years ago today, E.L.F. BEAUTY rang the opening bell at the New York Stock E
By Ektachopra · September 23, 2026 · Curated by George's Blog
Ten years ago today, E.L.F. BEAUTY rang the opening bell at the New York Stock Exchange. I had joined nine months earlier, so I never knew this company as anything but a challenger about to bet on itself. We priced at $17 a share. Days before, we turned down an offer to sell the company. We chose the harder path.
A decade later: 30 consecutive quarters of growth. Share price up 470%, in the 96th percentile of all consumer IPOs since 2010. Four of the only 14 beauty brands in the U.S. to cross $200 million in retail sales are ours: e.l.f. Cosmetics, e.l.f. SKIN, Naturium and rhode. Nearly $300 million in equity granted to employees outside the exec team, because every employee, everywhere, is an owner.
And today, on that same anniversary, TIME named me to its 2026 Executives of the Year: Tech and Data list.
I don't see two separate stories. The recognition is the decade which belongs to a team that treated technology as a growth engine, not back-office IT. That rebuilt our foundation through an IPO, a pandemic, a global expansion, an SAP transformation and a full replatform to Shopify with zero disruption. That is now redesigning work itself with agentic AI, keeping humans in the loop and letting the people closest to the work decide what agents should do.
Culture moves at the speed of light, for ten years, this team has moved with it.
Thank you to the visionary leaders that give the freedom to innovate, dream, disrupt but with kindness. 🙏🏼 Tarang Amin Scott Milsten Kory Marchisotto Mandy Fields
Here's to the next decade Anything is e.l.f.ing possible.
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