Tarang Amin

There's over 100 million Walmart shoppers every week.

And so if we want to give them the best of beauty, let's make sure it's accessible to where they want to shop.

And for us, that means it's not necessary to have our own stores.

We'd rather partner with leading retailers and be strong digitally to be able to meet their needs.

Yeah, so, you know, it's consistently worked.

We don't actually use the word dupe because we don't do the dupe thing.

What we do is we take inspiration from prestige as well as our community, and we put an elf twist on it and introduce it.

I'll give you a great example.

Christian Dior has these lip oils.

They've been in the market more than a decade.

They've been around for a long time.

But for some reason, the last couple of years, they took off virally.

Our community will come to us and say, hey, elf,

There are these lip oils out there.

We love them, but we can't afford 38 bucks or whatever they cost.

Help us out.

And we'll do it.

We'll take a look at it and we'll say, okay, what do they like about this product?

In this particular case, they love the glossy finish.

They love the pigmentation.