L’Oreal
L’Oreal appears in e.l.f. Cosmetics: Joey Shamah. The Dollar Store Formula That Built a Cosmetics Giant as the strategic buyer that offered roughly $225 million for e.l.f. Cosmetics before the deal collapsed. Joey Shamah says L’Oreal cited discomfort with e.l.f.’s low-cost supply chain, while he believed Urban Decay was the real focus at the time.
The failed process matters because it left e.l.f. available for the later TPG deal at a higher valuation.
Connections
- e.l.f. Cosmetics and Joey Shamah - company and founder in the failed transaction.
- Revlon and Urban Decay - strategic-buyer context around the process.
- Low Price Brand Perception, Startup Governance, and Financial Gravity - concepts connected to value-brand fit and sale pressure.