Tarang Amin

Let's really make the best of Beauty Accessible.

And so look, I have a lot of respect for our competitors, including our prestige competitors.

There are consumers who love, there's a real blurring of the lines.

Like you could find an elf consumer and their makeup bag, they might have a Chanel product.

Consumers in this space, particularly the consumers we appeal to, number one amongst Gen Z, Gen Alpha, Millennials, they're incredibly savvy digitally.

So they know, and including through word of mouth, what might work for them.

And so there's a broad range of brands that are acceptable.

And so I'd say there's enough room for people.

The part I love, as much market share as we've built, the real secret for Elf is we can give millions more consumers access to something they couldn't have before.

You know, I'll give you another example.

A few years ago, there was a...

A Prestige brand had a silk canvas.

It was a primer.

I think they charged 56 bucks for it.

We introduced our putty primer for $9, right?

And I'd say the quality is just as good, if not better.

And what we did is we tracked that prestige item.

And we said over the next few years, that prestige item continued to grow.

Because there are some people that equated $56 with quality, the image, everything else that came with it.

And there's a market for it.