e.l.f. Cosmetics uses Salesforce to personalize the customer journey at scale, connecting discovery through post-purchase. The beauty brand focuses on accessibility and diversity, aiming to make products available to every face, eye, and lip.
I want more women in tech. I started my journey as a system administrator and I used to love breaking and fixing stuff like break it, fix it. And I'm like, oh my God. This is exactly what I was meant to do.
The first word I would use to describe Ekta is inspiring. She is an unstoppable force multiplier. She is a natural born cheerleader. She does it in such a way that really rallies an organization.
Ekta is a complete trailblazer if I just think of leadership in terms of all the different transformations that have taken place in our company.
ELF is a digital native.
We're one of the original disruptors in our space. Going first direct to consumer on the Internet, building up the number one mass e commerce site and constantly innovating and moving as fast as our consumers do.
Cosmetics is one of the most intimate personal categories there is. How do I walk into that room feeling like I can conquer the world?
So much of our industry is focused on kind of being exclusionary.
We are for the young, the old, the glam, the minimalist, the maximalist, and.
Every look in between.
Our mission is to bring the best of beauty and make it accessible to every eye, lip and face. It is by nature a very inclusive mission and we need to live our mission and make sure that we're serving our community.
Even though our consumers are incredibly diverse, their needs, wants and desires are remarkably similar. The consumer doesn't want to feel like everybody else does. How do we speak to them directly in a language that's appealing to them?
This one on one personalization and how do we deliver that in a really, really rapid way?
And that's where Salesforce comes in for us.
From discovery all the way to post purchase. The full connected platform allows me to make this a frictionless journey for them.
The role of Salesforce is really to help brands like ours be able to scale that makes us punch way above our weight.
That's how we're going to deliver that ELF oh my God moment that you just can't wait to with a friend. That shift from just great marketing to intelligent marketing is something that Ekta is leading and behind with so much enthusiasm that it's been contagious within the organization.
One of the things I appreciate most about Ekta is her passion not only for technology, but especially for our team and for people and partnership.
It's a company that wins together and I think that culture is part of the DNA.
I love working for elf.
