Skin products by e.l.f. Cosmetics.

E.l.f. Cosmetics has named John Bailey to the role of president and chief financial officer of the rapidly growing beauty brand.

Bailey, who fills a new position at E.l.f., will report to Tarang Amin, E.l.f.’s chairman and chief executive officer. Although E.l.f. started as an e-commerce beauty seller, it has since grown to more than 17,000 doors and four freestanding units. Industry sources peg retail sales at more than $200 million.

Bailey delivers more than a decade of investing and capital markets experience, said the company. Most recently, he served as partner with TPG Growth, responsible for leading TPG’s consumer sector, which acquired a majority stake in E.l.f. in 2014.

“John has a proven record of working closely with companies to grow consumer brands,” said Amin. “He knows the company well and has been a key architect of our growth strategy.

With consumer demand for value strong, retailers said E.l.f. has not reached market saturation.



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