) have been able to remain competitive and amass their own loyal followings, in part due to product innovation and social media.
Others point out that e.l.f. has created value for consumers beyond its price point by offering quality and convenience. "I think the word of the last 18 months has been resilient to describe the consumer," Avondale Asset Management founder Scott Krisiloffin July. "But still the consumer is very resilient, continues to spend, continues to want to have the experiences that the consumer wants to have."