BEAUTIFUL Collaboration with Salesforce Staff Augmentation
e.l.f. Cosmetics

salesforce commerce cloud Case Study: e.l.f. BEAUTY

An Inspiring Look at Collaborative Development Teams

e.l.f. Beauty, Inc. (“e.l.f.”) was founded in 2004 with a simple mission: make the best of beauty accessible to every eye, lip and face. e.l.f. is known for its premium quality beauty products at an extraordinary value. It has become one of the fastest growing beauty companies in the United States, with distribution across top national retailers including Target, Walmart, Ulta and CVS. 

e.l.f. adopted the powerful cross-cloud combination of Salesforce Marketing Cloud, Commerce Cloud, and Service Cloud. As the only beauty company integrated across the Salesforce stack, e.l.f. has the agility and scalability it needs for continued growth as a digital-native brand.

Salesforce Commerce Cloud has enabled e.l.f. to achieve its vision of delivering a seamless customer experience across channels. As a certified Salesforce Commerce Cloud partner with extensive technical experience, CQL supports e.l.f.’s internal team as part of a staff augmentation approach to achieve their expansion and new feature goals, from launching the Keys Soulcare website on SFRA (Salesforce’s Storefront Reference Architecture) and updating e.l.f.’s back-end systems, to integrating over 15 third party apps and providing international delivery functionality. 

e.l.f.’s ecommerce site remains number one in its sector, strengthened by retention rates of 55%-65%. Commerce Cloud enabled e.l.f. to resolve issues with the previous ecommerce site and make the experience easier for shoppers, resulting in a 50% decrease in daily customer service tickets. Now those are some beautiful results!

e.l.f. Cosmetics


Salesforce Commerce Cloud
Einstein AI

e.l.f. Cosmetics Foundation
elf Cosmetics Mobile Screen

Powered by Salesforce Commerce Cloud

Recognizing that beauty products require constant reinvention, e.l.f. focused on rapid innovation. However, its technology was struggling to keep up.

“Any time we would come up with an idea, it was a challenge — it was a six-month project,” said Ekta Chopra, Chief Digital Officer, e.l.f. Beauty. “We needed our technology to be as fast and agile as our product innovation.”

e.l.f. turned to Salesforce to help it to better connect to these channels — and to its customers.
Salesforce Commerce Cloud Good Partners

Through an annual support agreement, CQL certified Salesforce Commerce Cloud architects and developers work in collaboration with the e.l.f. development team on on-going development efforts, new sites, updates, maintenance and new features. 

The partnership has resulted in project launches such as:

  • Adding a Europe site (including German localization)
  • Launching the Keys Soulcare site on SFRA with React pages
  • Replatforming the Well People site from Magento to SFRA (React)
  • Maintaining an expanded on TS support for the entire service layer
  • Integration with 15+ third-party apps, including Afterpay, Avalara, Clutch, Yotpo, BazaarVoice, Signifyd and more
  • Providing international delivery functionality for e.l.f. and Keys Soulcare using EshopWorld
  • Updating e.l.f.’s OMS, ESP, and Payment Gateway
  • Delivering beta access to the SFCC PWA Kit
  • Upgrading the e.l.f. site from Site Gen to the PWA Kit
  • Adding UI Testing automation using Accelq