e.l.f. Cosmetics: Joey Shamah. The Dollar Store Formula That Built a Cosmetics Giant
Jun 29, 2026 · 1h 15m
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0:03Okay, so $5.99, whatever, flat rate, and you're going to sell it through the website.
0:10And it's complicated.
0:11But the other question I have is: how are you going to handle the logistics?
0:15I mean, you have it sitting in a warehouse, but who's going to package this stuff up and send it out?
0:22So honestly, we didn't even think about logistics.
0:25We were just following Glamour Magazine's lead.
0:28They wanted us to make a website so we could get in the magazine.
0:32We didn't think we were going to get an order.
0:42Welcome to How I Built This, a show about innovators, entrepreneurs, idealists, and the stories behind the movements they built.
0:53I'm Guy Ross, and on the show today, how Joey Shama started a dollar cosmetics brand that turned into a billion-dollar business.
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