Podcast Summary:

The Speed of Culture Podcast
Episode: From Viral Campaigns to Global Growth: Inside e.l.f.’s Brand Engine
Host: Matt Britton (Founder & CEO of Suzy)
Guest: Lori Lamb (Chief Brand Officer, e.l.f. Beauty)
Date: November 18, 2025

Episode Overview

In this episode, Matt Britton sits down with Lori Lamb, Chief Brand Officer of e.l.f. Beauty, to explore how e.l.f. has become a cultural powerhouse and innovator in the beauty industry. The discussion delves into e.l.f.’s approach to community-driven branding, disruptive marketing, authentic inclusivity, global expansion, and Lori’s personal career journey—including her pivot from L’Oréal to e.l.f.. The conversation offers actionable insights on keeping pace with fast-changing consumer trends and fostering purpose-driven, creative company cultures.

Key Discussion Points

1. Defining a Modern Brand (03:04–04:12)

• Lori emphasizes a brand-first mindset, seeing the brand as an ecosystem that disrupts norms, shapes culture, and connects communities.
• Mission: “Make the best of beauty accessible to every eye, lip and face.”
• Quote:

  “Everything we do starts with brand... Brands can't really ignore a single facet of it because what powers it is all these elements together.”
  — Lori Lamb, (03:17)

2. Building Community and Listening to Consumers (04:30–05:27)

• e.l.f.’s community is core to its strategy—brand decisions and innovations (“viral Halo gloss lip kits”) are born from community feedback.
• Commitment to positivity, inclusivity, accessibility, and clean, cruelty-free beauty.
• Quote:

  “Our community...is the foundation... They are a pipeline for feeding what it is that this brand stands for.”
  — Lori Lamb, (04:30)

3. Entering New Cultural Spaces—Disruption as a Rule (05:27–08:01)

• e.l.f. ventures boldly into new arenas (gaming, TikTok, NASCAR, Twitch, Roblox) ahead of market proofs, aiming to go where their community is.
• “Overlapping passion points” by blending beauty with fans’ other interests.
• Quote:

  “We move at the speed of community... As long as our community is there, we will go.”
  — Lori Lamb, (05:52)

• Focus on cultivating cultural capital—living at the intersection of beauty, culture, and entertainment.

4. Omnichannel & Retail Strategy (08:01–10:46)

• e.l.f. began as a digital-first brand over 21 years ago, emphasizing low-barrier entry (products for $1) and constant consumer feedback.
• Expansion into Target, Sephora (Mexico), Dollar General, and more for greater accessibility.
• Accessibility is defined by both price and physical availability (“beauty deserts”), not just product placement.

5. Global Expansion—Methods & Mindset (10:46–14:30)

• Less than 20% of business is outside the U.S., but global demand—fueled by social—spurs growth in 15+ countries.
• Localization: engaging social communities in-market, then partnering with local retailers.
• Example: Italian launch—despite local norms, e.l.f. led with its best-selling primer, which became #1 due to social demand.
• Quote:

  “You have to really listen to what they're saying and sometimes you also make the calls yourself.”
  — Lori Lamb, (12:27)

• Universal truths: Gen Z values around transparency, brand purpose, and sustainability are global.

6. Social & Content Strategy (16:20–19:22)

• e.l.f. operates by “moving at the speed of culture” using humor and surprise for higher recall.
  • Halo Glow Liquid Filter: The “not a one trick pony” campaign, featuring a talking horse to showcase the product’s versatility.
  • Liquid Death partnership: Humorous, unconventional “corpse paint” campaign challenged both brands’ comfort zones.
  • Super Bowl: Launched a commercial in just three weeks—a stark contrast to typical corporate timelines.
• Quote:

  “Humor helps with recall... Audiences are 80% more likely to retain something that's funny, surprising.”
  — Lori Lamb, (16:43)

7. Internal Culture & Creativity (19:22–21:28)

• e.l.f. fosters high-performance teamwork (HPT): healthy conflicts, passionate relationships, mutual accountability.
• Open feedback, rapid decision-making, and close agency partnerships, creating a culture where “pressure is a privilege.”
• Quote:

  “It's what creates culture, and it's also what creates loyalty amongst the team.”
  — Lori Lamb, (20:02)

8. Living Inclusivity & Driving Boardroom Change (21:28–23:53)

• e.l.f. aligns business decisions with meaningful causes, genuinely integrating representation in leadership and across campaigns.
• Launched the “So Many Dicks” campaign to spotlight and address the lack of boardroom diversity.
• Quote:

  “It's the right thing to do... Our goal is to commit to doubling the rate at which women and people of color are added to corporate boards by 2027.”
  — Lori Lamb, (22:20)

9. Advice for the Next Generation (23:53–25:31)

• Encourages fluidity and resilience in career paths.
• Setbacks are opportunities to refine strategy, not failures.
• Quote:

  “Setbacks are not a death sentence... it’s a redirect for you to sharpen your lens and sharpen your strategy.”
  — Lori Lamb, (24:24)

10. Making Bold Career Moves—From L’Oréal to e.l.f. (25:32–29:03)

• Lori’s transition was catalyzed by reflection after personal loss (“unleash” as intention word for the year).
• Chose e.l.f. for its ability to act nimbly (“small enough to pivot, big enough to do great things”), authentic leadership, and commitment to diversity.
• Quote:

  “There is a point when you're leaping for the next vine where you are letting go of this one at the same time... I would push everyone to reach for that leap.”
  — Lori Lamb, (28:44)

11. Mantra & Closing Thoughts (29:20–29:44)

• Lori’s mantra:

  “Blessed are the curious, for they shall have adventures.”
  — Lori Lamb, (29:20)

• Emphasizes lifelong curiosity and continuous learning.

Notable Quotes & Memorable Moments

• “Everything we do starts with brand... Brands can't really ignore a single facet of it because what powers it is all these elements together.” (03:17)
• “Our community...is the foundation... They are a pipeline for feeding what it is that this brand stands for.” (04:30)
• “We move at the speed of community... As long as our community is there, we will go.” (05:52)
• “Humor helps with recall... Audiences are 80% more likely to retain something that's funny, surprising.” (16:43)
• “Setbacks are not a death sentence... it’s a redirect for you to sharpen your lens and sharpen your strategy.” (24:24)
• “Blessed are the curious, for they shall have adventures.” (29:20)

Segment Timestamps

• Defining a Modern Brand: 03:04–04:12
• Community-Centric Philosophy: 04:30–05:27
• Disruption & Cultural Spaces: 05:27–08:01
• Omni-channel/Accessibility: 08:01–10:46
• Global Growth Strategies: 10:46–14:30
• Content & Storytelling: 16:20–19:22
• Internal Culture/Creativity: 19:22–21:28
• Authenticity in Inclusivity: 21:28–23:53
• Advice for Future Leaders: 23:53–25:31
• Career Transition Insights: 25:32–29:03
• Personal Mantra & Closing: 29:20–29:44

Summary & Takeaways

• Branding is living: e.l.f. demonstrates that brand stories must be lived, not just stated.
• Community is king: Integrating and listening to your audience can drive both innovation and loyalty.
• Boldness and agility: Entering new spaces early and embracing creativity and humor set e.l.f. apart.
• Representation goes beyond the surface: Authentic inclusivity requires systemic commitment, as seen in e.l.f.'s leadership diversity initiatives.
• Adaptability drives success: Both in global markets and careers, adaptation and responsiveness are essential.
• Curiosity powers growth: Lori’s journey emphasizes the importance of curiosity, adventure, and being open to change.

This episode is a masterclass in brand agility, inclusivity, and courageous, purpose-driven leadership—essential listening for anyone aiming to move at “the speed of culture.”