His beauty empire is rooted in fragrance and launched in 2007 with Black Orchid.
E.l.f. has struggled in recent quarters, but data from Nielsen suggests the brand’s productivity plans may be working.
In just a few years, Soto has garnered a celebrity clientele and opened her own Los Angeles salon — all thanks to a meme.
Out on March 30, it will be hosted by Gunnar Peterson, a high-profile personal trainer and functional training expert.
Fifth City debuts with more than 35 products for face, eyes and lips, as well as makeup brushes and hair accessories.
The Tatcha brand ambassador works on the faces of some of YouTube’s biggest stars, from Desi Perkins to Patrick Starrr and James Charles.
The retailer is launching the Inkey List, the low-priced skin-care line from Be for Beauty.