A Vision of Inclusivity: From Beauty to Business

e.l.f. Beauty has long been celebrated for its progressive values, commitment to affordability, and diverse approach to beauty. The brand’s slogan, “every eye, lip, and face,” reflects its dedication to representing all people, regardless of skin tone, gender, or background. In an industry often criticized for promoting narrow standards of beauty, e.l.f. has carved out a unique and inclusive niche by prioritizing diversity in its products and messaging. But with the launch of the “Changing the Board Game” campaign, e.l.f. Beauty set its sights on something far bigger—an industry-wide push for diversity in corporate leadership.

The campaign was a bold step for the beauty brand, which had already earned praise for its work within the beauty industry. e.l.f. saw an opportunity to shift the conversation from just products and makeup to a larger societal issue—one that resonated far beyond the consumer goods market: the lack of diversity in corporate boardrooms.

Facing a Systemic Challenge

Despite its progressive values, e.l.f. Beauty recognized that the corporate world was far from reflecting the diversity it championed in its own company. The lack of representation, particularly in leadership roles within publicly traded companies, was a glaring issue that needed attention. Boardrooms, especially those on Wall Street and within major publicly traded companies on the NYSE and NASDAQ, have traditionally been dominated by homogenous groups, often excluding people of color, women, and other marginalized groups.

As one of the most influential players in the beauty industry, e.l.f. understood that addressing this gap would require more than just lip service—it needed a bold and impactful strategy to challenge the status quo. The stakes were high: changing the entrenched systems of corporate leadership would require convincing high-level decision-makers—CEOs, board members, and the investment community—that diversity was not just a moral imperative, but a business advantage. It was an uphill battle in a corporate environment resistant to change, but e.l.f. was undeterred.

The Opportunity: Changing the Game in Corporate America

For e.l.f., the campaign wasn’t just about expanding the company’s influence in the beauty industry—it was about challenging corporate America to rethink its leadership practices. By highlighting its own diverse board, e.l.f. wanted to show that a diverse leadership team wasn’t just a "nice-to-have" but a key driver of success.

In the campaign, e.l.f. emphasized that diverse boards bring fresh perspectives, innovative ideas, and a deeper connection to a broader customer base. The beauty brand wanted to inspire other corporations to take action, following e.l.f.’s lead in embracing diversity at the highest levels of decision-making. The brand’s bold stance aimed to push other companies to examine their leadership structures and demonstrate that diversity isn’t just a buzzword—it's a strategic advantage that can drive positive outcomes for businesses and communities alike.

The Campaign’s Bold Approach: Shattering Corporate Norms

To effectively communicate this message, e.l.f. Beauty launched a high-impact out-of-home (OOH) advertising campaign targeting Wall Street. This was no ordinary ad campaign—it was a direct challenge to the corporate world’s traditional leadership structures. The OOH campaign featured larger-than-life visuals and in-your-face messaging designed to make the power brokers of the investment world take notice. By using billboards, transit ads, and other eye-catching media formats, e.l.f. forced the conversation about diversity in corporate leadership to the forefront, sparking dialogue in places where such topics were rarely discussed.

The OOH campaign was designed to catch the attention of those who have the power to make change—C-suite executives, board members, and investors who frequent the financial districts of New York City. With bold imagery and thought-provoking text, e.l.f. made its message impossible to ignore: diversity in leadership isn’t just good for business; it’s essential for building a future where all voices are heard and valued.

A Business Case for Diversity in Leadership

Through its campaign, e.l.f. was not just advocating for social change—it was showing how diversity directly impacts business success. Research has consistently shown that companies with diverse leadership teams outperform those with more homogenous boards, benefiting from increased creativity, broader problem-solving abilities, and a deeper understanding of diverse markets.

e.l.f.’s own board, which was highlighted in the campaign, is an example of how inclusive leadership can lead to better decision-making, innovation, and growth. By showcasing this, e.l.f. sought to demonstrate that companies can thrive not by adhering to outdated norms but by embracing diversity and rethinking traditional business models.

The “Changing the Board Game” campaign was a pivotal moment for e.l.f. Beauty, allowing the brand to position itself as a leader not only in the beauty space but also in the fight for greater inclusivity in corporate leadership. It was an opportunity for the brand to show that change can start from the top and that companies have a responsibility to lead by example.

The Risks and Rewards of Bold Action

Of course, there were risks associated with taking such a bold stance. The corporate world, particularly in sectors like finance and industry, can be slow to embrace change. Challenging the status quo often comes with pushback, and e.l.f. Beauty knew that not everyone would welcome its message. But the potential rewards far outweighed the risks: by calling attention to the lack of diversity in corporate leadership, e.l.f. opened the door for more inclusive practices across industries.

The situational analysis behind the campaign weighed these risks carefully, with e.l.f. deciding that the opportunity to lead a conversation on diversity in corporate America was too important to ignore. By using its platform and its high-profile brand to make such a statement, e.l.f. took a significant step toward changing the narrative around corporate leadership and diversity.

Looking Ahead: A Continued Commitment to Change

The “Changing the Board Game” campaign was a landmark moment for e.l.f. Beauty, signaling a broader commitment to driving change and promoting inclusivity beyond the beauty industry. But the work doesn’t end here. e.l.f. continues to advocate for diversity in all its forms, both within the company and in the wider corporate landscape.

As other brands follow e.l.f.’s lead, there is hope that the momentum generated by this campaign will inspire lasting changes across corporate America. The message is clear: diversity at the top is not just a nice-to-have—it’s a must-have for any company that wants to thrive in today’s interconnected world.

In a corporate world that often moves slowly, e.l.f. Beauty’s bold, in-your-face campaign serves as a reminder that real change can happen when businesses take a stand and challenge the norms that hold us back. Through this campaign, e.l.f. has proven that when it comes to diversity and leadership, it's time to change the board game.