The company has secured leading positions in color cosmetics, holding the top or second spot in 18 categories, which account for more than 80% of its cosmetics sales. Recent product launches, such as the Soft Glam Satin Foundation and new Naturium offerings, have garnered strong sales and positive consumer feedback, highlighting the effectiveness of its innovation-driven approach. e.l.f. Beauty is actively expanding its retail presence and distribution channels to enhance brand visibility and accessibility. Strategic partnerships with major retailers like Target ( TGT - Free Report ) and Ulta Beauty have secured prime shelf space in key markets. At Target, e.l.f. Beauty has been the top brand for six consecutive quarters, with its market share rising from 13% to more than 20%. By diversifying its retail channels, the company aims to strengthen its market position and reach a broader customer base.