e.l.f. Cosmetics

e.l.f. Cosmetics (Eyes Lips Face) is an American beauty brand with a global presence in 17 countries. Known for high-quality, affordable products, the brand generates half of its sales online, making eCommerce a critical growth driver.

The e.l.f. team had been participating in the Salesforce Commerce Cloud Composable Storefront beta program, making strong progress despite primarily working on SiteGenesis. However, a few critical implementation errors had stalled the build - threatening their ability to launch within a five-month deadline.

Goals included:

• Recovering the stalled project without restarting from scratch
• Completing the Amplience headless CMS integration
• Ensuring the internal team could manage and evolve the platform post-launch
• Avoiding any launch delays

Initially brought in for consulting support, 64Labs was quickly engaged to complete the build and integrate Amplience. Key actions included:

• Diagnosing and resolving critical architecture issues
• Completing feature development in line with the composable approach
• Finalizing Amplience integration for flexible content management
• Working closely with e.l.f.’s internal team to ensure smooth post-launch ownership

The site launched on schedule, was handed back to the internal team, and has been successfully maintained and evolved in-house since.

Results

• Bounce rate reductions and engagement increases consistent with other composable launches
• Measurable improvements in conversion rates
• e.l.f.’s share price doubled in the year following the project launch — underscoring the business value of improved performance and customer experience

e.l.f.’s journey demonstrates that even when composable projects face delays or technical challenges, expert intervention can salvage timelines, protect investments, and enable in-house success. For high-growth brands, the combination of performance uplift and team enablement can drive both digital and shareholder value.

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