e.l.f. positions itself as an inclusive, accessible beauty brand, delivering high-quality products at attainable price points, with a strong following from younger consumers through social and digital channels. Their Beauty Squad loyalty program builds on that idea of accessibility, by making it simple for customers to earn rewards wherever they shop.

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On Amazon, e.l.f.’s brand storefront includes an “Earn Rewards” page that explains how Amazon purchases can be linked back to the Beauty Squad program by easily uploading a receipt. This makes sure customers don’t miss out on rewards just because they choose to shop somewhere else.

On e.l.f.’s website, the Beauty Squad program is easy to find, with callouts below the navigation, within the menu, and on a dedicated loyalty landing page. That page clearly explains what members get, how to earn points, and what rewards and perks are available.

Once logged in to the Beauty Squad program, members can quickly see their points, tier, and ways to earn more. They can upload receipts from purchases made outside the site (i.e. Amazon) and take part in fun, interactive features—like a quiz that assigns them a Beauty Squad “sign” based on their skincare habits.

The quiz results highlight product recommendations that match their preferences, helping customers discover products that feel right for them.

Within their dashboard, Beauty Squad members can see their rewards, earn points, and play games to earn additional points. The dashboard features different challenges, ways to earn their points, and redeem their rewards including gift cards, points off their next purchase, free shipping etc. Members can earn points for connecting their social channel, regularly exploring e.l.f.'s social channels, using tools like Virtual Try On, and refer a friend.