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How e.l.f. Cosmetics Has Reinvented Ecommerce Experiences with Salesforce

e.l.f. Cosmetics, one of the fastest-growing beauty companies, is working with Salesforce to deepen customer relationships online and expand its business worldwide.

The impact: In 2019, having already worked with Salesforce for two years, e.l.f. Cosmetics went all in on ecommerce, closing its brick-and-mortar stores to focus exclusively on the digital customer experience. Fast-forward to today, with 19 quarters of consecutive growth behind them, their bet on ecommerce continues to pay off. 

Dive deeper: The beauty innovator is collaborating with Salesforce to create a seamless, customer-first experience across all touchpoints — from the website to its two-million-member-strong loyalty programs.  

  • Commerce Cloud powers e.l.f. Cosmetic’s digital and site-to-store experiences, delivering AI-driven insights like recommended products based on past preferences, to personalize customer engagement on the digital storefront and create a connected customer experience across channels. With these enhancements, e.l.f. has cut the number of daily customer service tickets in half and increased average conversion rates to levels previously only seen on Black Friday.
  • Service Cloud works together with Commerce Cloud to deliver customer journey tracking and insights that help support agents resolve cases faster and more efficiently. With this productivity boost, support teams are able to invest additional resources into e.l.f.’s expanding customer loyalty programs.
  • MuleSoft is helping e.l.f. build a connected ecosystem that is propelling digital commerce growth across their business. With MuleSoft, e.l.f. is saving on integration time and costs and is able to deliver products and services faster. For example, as e.l.f. continues to open more warehouses, it is able to easily integrate its warehouse and order-management systems with MuleSoft and Customer 360, which helps reduce shipping times.
    • Instead of delivery in 7-10 business days, customers can now receive their items in 3-5 days and, in some cases, even same-delivery delivery. 

e.l.f. Cosmetics perspective: “Working with Salesforce has been key to not only growing our business globally but scaling personalization. Their data and AI-centric approach is helping us make every customer experience more refined, targeted, and beautiful.” – Ekta Chopra, Chief Digital Officer, e.l.f. Cosmetics

Working with Salesforce has been key to not only growing our business globally but scaling personalization. Their data and AI-centric approach is helping us make every customer experience more refined, targeted, and beautiful.

Ekta Chopra, Chief Digital Officer, e.l.f. Cosmetics

Salesforce perspective: “The experience a company provides has become equally as important as its products and services. We are excited to support e.l.f. as it evolves how it engages with customers globally to build deeper and more personalized relationships.” – Michael Affronti, SVP and GM, Commerce Cloud

Learn more:

  • Learn about the future of business with Data + AI + CRM + Trust here
  • Dive into Commerce Cloud to understand its uses and business benefits 
  • Visit e.l.f. Cosmetics for more information about their business
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