Founded in 2004, e.l.f. Cosmetics launched with a simple mission to create high-quality products at an accessible price point. Not only one of the earliest digitally-native beauty brands, e.l.f. was also one of the first to adopt a direct-to-consumer model.

In order to stay true to its business model, the cosmetics line places its customers at the core of all product and marketing decisions. So when e.l.f. sought to ensure every shopper was met with experiences tailored to their unique beauty regimen, the team partnered with Dynamic Yield to help them deliver.

After utilizing the first-party integration in Experience OS, recommendations and personalization capabilities, e.l.f. witnessed a 4.2% increase in average revenue per user and an 17.6% uplift in customer engagement.

Personalized recommendations also drove an 8.5 return on investment in a short period, meaning the tactics led to direct revenue gains that were more than eight times greater than expenses related to the personalization platform.