Through Kandiss Edwards
October 5, 2025
Tarang Amin Elf Beauty CEO confirms the dedication of his company to diversity, equity and inclusion.
Tarang Amin, CEO of ELF Beauty, confirms the dedication of his company to diversity, equity and inclusion practices.
While the Trump administration continues to focus on ‘radical dei policy’, Amin talks about the effectiveness of a diverse workforce. In a recent CNN Amin has rejected the criticism as “rhetoric without the actual facts” and said that inclusion is a fundamental pillar in the growth of his company for 21 years.
“We serve a community that is incredibly diverse, and our team reflects that,” said Amin. “Our diversity is an important competitive advantage in terms of our results.”
The CEO added that eleven Approach is company -driven, Designed to reach a wider customer base and to ensure that the brand reflects its audience.
The comments came days after Trump criticized companies that maintained dei programs. Trump says that the “Americans distributes” and “undermines merit -based performance.”
Elf Beauty has become one of the fastest growing mass market cosmetics companies in the United States with head office in Oakland, California. Forbes reports that the demography of the eleven beauty employees consists of “74% Women, more than 40% diverse, and more than 72% millennial and gene z. “It also works with organizations that promote career trajectories for under -represented communities in marketing, technology and product design.
Amin told CNN That diversity is not a political attitude, but a reflection of whom the company serves. “We are proud to stand for inclusion,” he said. “It’s not new for us. It belongs to us DNA.”
Many correlate the attitude of eleven beauty and inclusive branding has one Help with his recent performance. The net turnover of the company grew by 22 percent the last tax year and surpass other major beauty companies. ELF Beauty experienced nine months of consecutive growth in the last quarter of 2024 and Turnover grew by 40% to $ 980.9 million. The success of the company earned IT recognition from the “most innovative companies” of Fast Company for 2025.
Amin said that eleven will continue to invest in programs that reflect its consumer base. “We have built a brand that is accessible, affordable and authentic,” he said. “That’s what drives our success.”
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