Post by E.L.F. BEAUTY

Sometimes all it takes is one unexpected invite to change everything.  ✉️ Our latest Substack post features Dr. Marcus Collins, who turned a 36‑hour trip to e.l.f.’s offsite in Cabo into a research journey that’s still unfolding today.   Collins came to talk about culture and consumption and left asking a different question, what if e.l.f.’s momentum isn’t just on store shelves, but backstage where our culture is built every day?  He left Cabo with a new perspective, shifting his career and research to focus on organizational culture. He’s now all-in on how cultures form, scale, and help people thrive, bringing that ideology to his podcast, Substack, and upcoming book to turn insight into impact. Collins writes about what he witnessed; democratized access that invites everyone in, real employee ownership that makes winning a team sport, and how the e.l.f. exec team welcomed his 9-year-old daughter to the office for a one-day internship. If culture is the most powerful force in human behavior, this piece argues it’s also the most underestimated driver of brand performance until you step backstage. That backstage energy shows up on the front stage. It’s why 29 consecutive growth quarters and a 93% Great Place to Work score aren’t accidents, they’re outcomes of how we work together. Check out “One Night in Cabo,” on our Substack linked below, and come behind the curtain with Dr. Marcus Collins. 👇  https://lnkd.in/ekPrMhvK