According to CNBC, e.l.f. Beauty CEO Tarang Amin said he initially passed on the chance to lead the cosmetics company because he viewed the category as crowded, fragmented and lacking differentiation, but later changed his mind after taking a closer look at the business. He said e.l.f. had a digitally native brand, a strong value proposition, a close relationship with consumers and strong retail performance, and that he invested his own family's money before becoming CEO. Amin also said his family's immigrant background and motel business shaped him, that curiosity remains central to his leadership style, and that diverse teams are a competitive advantage.