“Marketing is at the centre of everything we do. Around 24-26% of our total net sales are reinvested back into marketing and digital because we’re a brand that likes to take risks and in order to do so, you need that space, you need that creativity, you need that level of investment.”

In what has undoubtedly been a difficult year for the marketing and advertising industry, it feels almost radical to hear Ancella Thomas-Evans, international marketing director at e.l.f Beauty, talk about the approaches that the brand takes to engage with its audience.

And it is certainly paying off, with e.l.f recently surpassing $1 billion in annual sales, and seeing a steady market share increase over the past five years. Thomas-Evans works in the brand’s London office, which opened in January and has already grown from five to 60 staff members, as e.l.f rapidly expands its brand into the international market.