e.l.f. Beauty CEO Defies Trump Administration’s DEI Crackdown, Calls Inclusion a “Business Superpower”
OAKLAND, CALIFORNIA —
As the Trump administration intensifies its efforts to dismantle Diversity, Equity, and Inclusion (DEI) initiatives across federal and corporate America, one CEO is openly pushing back. Tarang Amin, the head of e.l.f. Beauty, says his company will not waver from its commitment to inclusivity — even as the political and cultural backlash grows louder.
In a climate where many brands have quietly scaled back DEI programs to avoid controversy or regulatory scrutiny, Amin says diversity is not just a moral statement, but a strategic advantage. “Inclusivity isn’t politics. It’s performance,” he said in a recent interview. “Our growth proves that when everyone feels seen, business thrives.”
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Standing Firm in a Divisive Era
The Trump administration’s renewed push against DEI has led to sweeping reviews of diversity programs, hiring practices, and government contracts. Many corporations have responded by freezing or dismantling internal inclusion teams, fearing public or political backlash.
But e.l.f. Beauty, known for its affordable cosmetics and viral marketing, is taking the opposite route. The company says 74% of its employees are women, over 40% identify as people of color, and its leadership reflects the same diversity seen in its consumer base.
“We are not backing down,” Amin said. “Our commitment to representation — from the boardroom to our campaigns — is non-negotiable.”
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Beyond Words: Inclusion as Brand DNA
Under Amin’s leadership, e.l.f. has leaned into its reputation for bold, inclusive campaigns. The brand has featured transgender and nonbinary models, collaborated with influencers from diverse backgrounds, and launched the now-famous “So Many Dicks” campaign — a tongue-in-cheek protest against male-dominated corporate boards.
This unapologetic approach has resonated with younger audiences. Analysts link e.l.f.’s recent record-breaking growth — including consecutive quarters of double-digit revenue increases — to its ability to align product and purpose.
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Political Pressure and Business Risks
Still, defiance carries risk. Some conservative lawmakers have signaled that companies maintaining strong DEI positions could face regulatory pressure or public boycotts. Amin acknowledges the challenge but insists his company’s values won’t be dictated by political winds.
“We’ll focus on what drives results — empowering people and creating products that represent real life,” he said.
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A Broader Signal to Corporate America
As the national debate over DEI intensifies, e.l.f. Beauty’s stance is emerging as a case study in brand courage. At a time when many CEOs are choosing silence, Amin is betting on transparency and conviction.
For e.l.f., inclusion isn’t just corporate responsibility — it’s business strategy. And in an era of division, that stance might make the company both a lightning rod and a leader.
