E.l.f. Beauty CEO shares marketing strategies that boosted consumer base after a successful quarter.

• E.l.f. Beauty CEO Tarang Amin revealed to CNBC's Jim Cramer how the cosmetics company has been able to experience rapid growth following a quarter that surpassed Wall Street's expectations.
• E.l.f.'s social media strategy was praised by Amin for its ability to connect with consumers of various ages and nationalities.

CEO Tarang Amin informed CNBC's Jim Cramer that the cosmetics company exceeded Wall Street's earnings expectations and is rapidly expanding its consumer base globally.

E.l.f.’s marketing and social media strategy was praised by Amin for its success in bringing about global recognition. He pointed out that international business experienced a 119% increase in sales last quarter, with strong performance in the U.K., Canada, and Italy.

The company raised its sales growth guidance for the third time in a row on Tuesday after posting 85% sales growth during its holiday quarter.

In Italy, E.l.f. quickly became the number one brand, both in the mass and prestige sides, after entering the country with DOUGLAS. According to Amin, this success was due to two factors: firstly, the value proposition of E.l.f. resonated globally, and secondly, the Italian consumer was already familiar with the brand due to its strong presence on social media.

E.l.f. has gained popularity among Gen Z, Gen X, and Millennials, with its success on TikTok, streaming platform Twitch, and Roblox game. The company also uses traditional advertising methods and recently released a Super Bowl commercial featuring Jennifer Coolidge. This year, E.l.f. will have a commercial featuring Judge Judy and the cast of television show “Suits.”

"We want to live and follow where our community lives, so we're always looking at what engages them and where they spend their time," Amin stated.

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