AS Beauty

AS Beauty is the beauty company Joey Shamah discusses after his e.l.f. Cosmetics exit in e.l.f. Cosmetics: Joey Shamah. The Dollar Store Formula That Built a Cosmetics Giant. The episode says AS Beauty acquired brands including Laura Geller Beauty and Julep after a bankruptcy process.

The company shows Joey applying a later-career playbook based less on starting a brand from scratch and more on acquiring, operating, licensing, and reviving consumer brands.

Connections

• Joey Shamah and e.l.f. Cosmetics - founder background.
• Fit For Life - adjacent post-e.l.f. operating company.
• Post-Acquisition Founder Identity, CPG Distribution, and Founder Role Transition - concepts connected to post-exit brand operation.