{
  "slug": "elf-beauty-2026-08-09t00-6",
  "company": "E.l.f. Beauty",
  "headline": "E.l.f. Beauty sales climbed 36% as DTC and retail channels both moved inventory.",
  "topic": "{Stash Edge — Distribution Play}",
  "source_name": "Cosmetics Business",
  "source_url": "https://news.google.com/rss/articles/CBMigAFBVV95cUxQNXRmYjI5RzRGYzdSWlg3VkZZMkxHY2stN3BvSTNzeHNURjRIMUtQdndNbGJWYVVJNGlaRUFfUUY4WnQ0U1BIdnhmU2JheWt5Z3Q5VjRxbzVtUkltZDBCeWFUZ3ZkTFhHV1hValZvWG5HUVdqbU9yZVNZb3NlM0lQWg?oc=5",
  "landing": "https://pops4-stash-edge.billing-010.workers.dev/articles/elf-beauty-2026-08-09t00-6",
  "channels": {
    "linkedin": {
      "label": "LinkedIn · Jenny",
      "body": "{Stash Edge — Distribution Play}\n◆ GRAPHITE · Omnichannel growth and brand momentum · E.l.f. Beauty\n\nE.l.f. Beauty sales climbed 36% as DTC and retail channels both moved inventory.\n\nE.l.f. is running the modern playbook: become a TikTok brand, use that social proof to demand shelf space, then use shelf visibility to convert the casual social scrollers who never expected to find you in-store. The 36% is both channels winning, not one carrying the other.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/li/elf-beauty-2026-08-09t00-6\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/li/elf-beauty-2026-08-09t00-6\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/elf-beauty-2026-08-09t00-6",
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      "alt_label": "HakoShikin agency",
      "alt_body": "{Stash Edge — Distribution Play}\n◆ GRAPHITE · Omnichannel growth and brand momentum · E.l.f. Beauty\n\nE.l.f. Beauty sales climbed 36% as DTC and retail channels both moved inventory.\n\nE.l.f. is running the modern playbook: become a TikTok brand, use that social proof to demand shelf space, then use shelf visibility to convert the casual social scrollers who never expected to find you in-store. The 36% is both channels winning, not one carrying the other.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/lh/elf-beauty-2026-08-09t00-6\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/lh/elf-beauty-2026-08-09t00-6\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/elf-beauty-2026-08-09t00-6",
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    "bluesky": {
      "label": "Bluesky",
      "body": "{Stash Edge — Distribution Play}\n◆ GRAPHITE · Omnichannel growth and brand momentum · E.l.f. Beauty\n\nE.l.f. Beauty sales climbed 36% as DTC and retail channels both moved inventory.\n\nMy Stash Take →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/bs/elf-beauty-2026-08-09t00-6",
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    "substack": {
      "label": "Substack · Fending",
      "title": "E.l.f. Beauty sales climbed 36% as DTC and retail channels both moved inventory.",
      "body": "✍️ YOUR NOTE — write 2–3 lines to ONE person so they feel: \"this is about me… I could actually do this… I could make money from this.\" Energize them, make it yours. (This is the part that gets the opens.)\n[ your take… ]\n———\nHere is a real one you can run this week 👇\nE.l.f. Beauty reported 36% sales growth driven by growth across DTC and retail channels, per Cosmetics Business. The brand is gaining shelf space and online visibility simultaneously.\nHere's the cool part — the lever almost everyone misses (and you don't have to): retail discovery and DTC velocity reinforce each other. When a product goes viral on TikTok, retailers see the demand signal (social mentions, search volume, creator content) and increase shelf allocation. When a product is on more shelves, more buyers see it in person and search for it online, driving DTC traffic. E.l.f.'s 36% growth came from playing both channels—proving virality to retail, and proving retail availability to social audiences.\nWhat that means for you: E.l.f. is running the modern playbook: become a TikTok brand, use that social proof to demand shelf space, then use shelf visibility to convert the casual social scrollers who never expected to find you in-store. The 36% is both channels winning, not one carrying the other.\nIf you make, sell, or gift anything with your name on it — this is yours to run. You can do this.\n(Real, not theory — Cosmetics Business: https://news.google.com/rss/articles/CBMigAFBVV95cUxQNXRmYjI5RzRGYzdSWlg3VkZZMkxHY2stN3BvSTNzeHNURjRIMUtQdndNbGJWYVVJNGlaRUFfUUY4WnQ0U1BIdnhmU2JheWt5Z3Q5VjRxbzVtUkltZDBCeWFUZ3ZkTFhHV1hValZvWG5HUVdqbU9yZVNZb3NlM0lQWg?oc=5.)\n———\nOr — want it built FOR you? Your logo, your products, your own private room, priced and ready, in about five minutes. That's literally what we do →\nhttps://www.pops4.com/vip?utm_source=substack&utm_medium=newsletter&utm_campaign=stash",
      "chars": 1882,
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    }
  }
}