ELF Beauty's CEO said getting yelled at by customers on TikTok Live helps him decide which products to launch
Business Insider
February 24, 2026
AI-Generated Deep Dive Summary
ELF Beauty's CEO Tarang Amin has revealed that engaging with customers on TikTok Live plays a crucial role in determining which products to launch. During these live sessions, Amin directly hears from his audience about what they want, often receiving impassioned requests for new items. For instance, after customers demanded a more affordable alternative to a $38 bronzing product, Amin expedited the development process, bringing the product to market six months earlier than originally planned despite initial plans to launch it in 18 months. This interactive approach not only drives product decisions but also builds customer loyalty by giving consumers a direct voice in the brand's offerings.
The shift in strategy reflects a broader trend in e-commerce, where livestreams have become an essential tool for engaging audiences and gathering real-time feedback. Amin explained that this method replaces the traditional model of launching numerous products and hoping for sales. Instead, ELF Beauty now prioritizes customer demand, using TikTok Live to test and validate ideas quickly. This approach has proven effective: the company reported a 38% increase in net sales last quarter, reaching $489.5 million, with its stock price up about 20% over the past year.
This strategy underscores the importance of direct customer engagement in modern business. By leveraging platforms like TikTok Live, Amin can rapidly respond to consumer preferences, reducing the risk of misaligned product launches. The example of the bronzing drops highlights how this approach not only accelerates development but also creates a sense of urgency and excitement among customers, potentially driving sales. For businesses looking to stay competitive, adopting similar tactics could offer valuable insights into what products truly resonate with their audience.
Moreover, Amin's willingness to interact directly with customers during these livestreams fosters a sense of transparency and connection. His humor about feeling "traumatized" by the direct feedback adds a human touch, making the brand more relatable. As e-commerce continues to evolve, such interactive methods
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Originally published on Business Insider on 2/24/2026