Few brands in beauty innovation move with the clarity and courage of e.l.f. Beauty. Under chief brand officer Laurie Lam’s leadership, the company has evolved into a purpose-driven powerhouse, using humor, inclusivity, and cultural instinct to reach audiences worldwide.
In this episode of The Speed of Culture, Laurie reveals how community-led marketing, digital-first thinking, and omnichannel growth fuel the brand’s success.
She also shares the leadership philosophies and team dynamics that sustain e.l.f.’s pace of creativity, proving that when purpose, people, and performance align, culture follows naturally.
From viral campaigns to global brand expansion, this conversation captures how modern beauty brands grow by staying true to purpose and pace.
Before joining e.l.f., Laurie spent nearly 20 years at L’Oréal, holding senior roles across Asia-Pacific, Europe, and the United States, from marketing leadership to digital commerce and business development. Her global experience informs e.l.f.’s distinctive approach to inclusive beauty marketing, social storytelling, and purpose-driven growth.
At e.l.f., Laurie continues to advance the brand’s mission to make the best of beauty accessible to every eye, lip, and face, reshaping what accessibility, authenticity, and innovation look like for a new generation of beauty consumers.
Key Takeaways:
[02:18] Brand as an Ecosystem of Purpose — For e.l.f. Beauty, brand is not a department but an ecosystem. Laurie explains how every decision, from product development to creative, ties back to the brand’s core mission of making beauty accessible, inclusive, and joyful. Purpose is not a slogan; it is the foundation for how the organisation creates connection and meaning.
[03:58] – Moving at the Speed of Community — Laurie shares how community-led marketing shapes every campaign, product, and partnership. From the Halo Glow Lip Kit to the brand’s playful care packages, e.l.f. listens closely to consumer signals and acts fast. By meeting its audience where they already are, whether on Twitch, Roblox, or NASCAR, the brand turns real-time trends into lasting engagement.
[06:30] Omnichannel by Design, Digital at Heart — Though founded online, e.l.f. has built an omnichannel retail strategy that remains grounded in its digital-first DNA. Laurie discusses how the brand expanded intentionally into Target, Sephora Mexico, and Dollar General, ensuring every consumer can find e.l.f. products easily and affordably. Accessibility in price and presence sits at the centre of its brand architecture.
[09:20] Global Growth Begins with Local Listening — Global success starts with cultural understanding. Laurie recalls how social buzz from Italy inspired e.l.f. to launch its Power Grip Primer there. a move that turned the product into Italy’s top-selling primer. The story reflects e.l.f.’s method: engage the audience before market entry, build excitement organically, and let the community lead the way.
