e.l.f. Beauty CEO Defends DEI Efforts Amid Trump Criticism: “Diversity Drives Our Success”

As President Donald Trump continues to denounce what he calls “radical DEI policies,” e.l.f. Beauty CEO Tarang Amin is defending diversity, equity, and inclusion initiatives as vital to business growth.

According to Black Enterprise, in a recent CNN interview, Amin dismissed Trump’s criticism as “rhetoric without the actual facts,” emphasizing that inclusion has been central to e.l.f. Beauty’s success over the past 21 years. “We serve a community that’s incredibly diverse, and our team reflects that,” Amin said. “Our diversity is a key competitive advantage in terms of our results.”

Amin said e.l.f.’s commitment to DEI is not political but rooted in its customer-first business model. “We’re proud to stand for inclusion,” he told CNN. “It’s not new for us. It’s part of our DNA.”

The remarks come after Trump claimed corporate DEI programs “divide Americans” and “undermine merit-based performance.” His comments are part of a broader campaign promise to curb DEI-related efforts across federal agencies and publicly funded institutions.

Headquartered in Oakland, California, e.l.f. Beauty has grown into one of the fastest-rising mass-market cosmetics brands in the U.S. Forbes reports that 74% of the company’s employees are women, over 40% identify as diverse, and more than 72% are millennials or members of Gen Z. The company also partners with organizations that help underrepresented groups access careers in marketing, technology, and product design.

Analysts suggest that e.l.f.’s inclusive approach has played a significant role in its financial success. The company’s net sales rose 22% in the last fiscal year, outpacing competitors in the beauty industry. e.l.f. reported nine consecutive months of growth in the final quarter of 2024 and a 40% revenue increase to $980.9 million. Its performance earned recognition from Fast Company as one of the “Most Innovative Companies” of 2025.

Amin said the company will continue to invest in programs that reflect its diverse customer base. “We’ve built a brand that’s accessible, affordable, and authentic,” he said. “That’s what drives our success.”