Jack Crivici-Kramer

You don't want a brand to be too dependent

on the celebrity founder.

And so at a certain point, you want there to be, unless Hailey's going to be involved for the rest of her life, you want to eventually separate the brand from the founder at some point.

What do you see as the future of celebrity-driven beauty brands?

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One of the big moves you made relatively early in your tenure as CEO of Elf was closing the physical stores.

This was one of the biggest things we've ever seen a CEO do.

This is incredible.

I mean, I didn't know until I was researching this story

That elf used to have physical stores, but you shut them down.

I mean, first of all, when I think of cosmetics, I picture going into Macy's and being mobbed by those people who are trying to paint your face.

Jack's hanging out at the Mac counter.

He's got a 42-step skincare routine, I should point out.

How certain were you that you could sell cosmetics and skincare online?

Well, Terenc, Jack and I have been curious.

Would you ever reverse that decision?

Because when we look at the digital world today, it's gone so far digital in one direction.

It's almost like the pendulum swinging the other direction now.

Like all the direct-to-consumer mattress and eyeglasses companies that we grew up with, they now have physical stores.

Netflix, totally digital company, now has Netflix mini theme parks that they launched at the end of last year.