If you could have any public figure on speed dial, who would you pick? Usually, the question’s just a fun icebreaker, but on Nov. 13, it became a unique reality at e.l.f Beauty. The company invited members of the public to give e.l.f. chairman and CEO Tarang Amin an actual call through its Dial 0 for Zero Distance initiative. Consumers had (and still have!) the opportunity to speak to Amin and e.l.f. leadership about the issues that matter most to them.
Callers could speak directly with Amin between 12 and 3 p.m. PT on Nov. 13, and had the opportunity to share their thoughts on the company’s fifth Annual Impact Report, published on Nov. 12. While e.l.f. Cosmetics is often synonymous with affordable, high-quality products, it’s also repeatedly shown a commitment to advancing a variety of causes, including inclusion and equality for marginalized communities, environmental sustainability, and fair labor practices.
This year’s e.l.f. Impact Report details major achievements and efforts the brand directly took to promote diversity, women’s empowerment, and environmental sustainability both in the U.S. and abroad. Among these were providing $100,000 in grant funding for young changemakers globally responding to a myriad of issues affecting their communities, donating millions to support women’s health research, and transitioning at least half the power used to create their products to clean energy sources.
With these efforts, it’s no surprise that e.l.f. Cosmetics is so beloved by Gen Z: a generation that has repeatedly indicated that a brand’s social responsibilities influence whether they should buy from it. Those priorities are apparent to e.l.f .’s leadership, who keep finding ways to deepen their support for the various causes their customers champion.
“Amin consistently emphasizes that e.l.f. Beauty cares about what its community cares about,” the company wrote in a press release announcing the activation. “Zero Distance means just that: no daylight between insight and action; no daylight between the company and its community.”
If you missed out on a live conversation with Amin, don’t worry! You can continue to give the phone number a call to hear a recorded message from Amin about the company’s approach to social action, and leave a voicemail with any feedback you have. For callers without U.S. phone numbers, e.l.f. has also made it possible to call through the internet.
You can also provide any thoughts you have to the company’s leadership during their town hall on Nov. 19 at 10 a.m. PT. The town hall will be accessible through LinkedIn and Twitch.