Achelle Richards of e.l.f. Cosmetics


Meet Achelle Richards, Global Artistic Director at e.l.f. Cosmetics; it's Achelle's job to help decipher trends and their opportunistic impact on e.l.f. as a brand, mostly dealing with product innovation. She's helped to develop over 1,000 products from concept to execution, and continues to work with the team to dream up creative new makeup must-haves.

Achelle has worked with e.l.f. for the past 12 years, taking on roles in countless departments from customer service, email marketing, affiliate marketing, and cross-promotional marketing, to branding, PR, social media, creative, and innovation. Her current position is a very niche role in the industry that enables her to work cross-functionally among teams and use her experience in those realms to aid in the conceptualization of new products. 


Achelle got her start in the industry after obtaining her Bachelor's in Consumer and Environmental Sciences with a Concentration in Fashion Merchandising and a Minor in Businness Administration. She moved across the country from California to New York with  $500 and her belongings in the back of her car. She didn't have an apartment, or a job, and didn't really know anyone, but she told herself that it would only be a matter of time until something came along. A friend of hers connected Achelle with their parents who allowed her to stay in their guest bedroom at their Westchester home. They also put her in contact with one of their friends who worked at a children's clothing company, since Achelle was interested in Fashion. She freelanced for a week before meeting the niece of the owner of e.l.f. cosmetics, who mentioned that Achelle should interview for a position at e.l.f. cosmetics. She interviewed and was later hired as the company's 5th employee. 


Because she dabbles in so many departments, there are no typical days for Achelle. One day, she could be scouting trends and developing products, and another on a photo shoot with one of the brand's influencers, or talking to beauty editors at magazines like Cosmopolitain or Vogue, or chatting with buyers and merchandisers at large corporations like Target or Walmart about e.l.f. cosmetics latest and greatest new launches and products. 


 Looking forward, Achelle will continue working on amazing new product launches and collections with the e.l.f. cosmetics team. One of Achelle's big passion projects that she was able to work on was the launch of e.l.f. Cosmetics new skincare line, Beauty Shield, which was released last month on June 6th. The line is a collection of luxurious yet affordable skincare products that are enriched with antioxidants and SPF to help shield your skin against environmental aggressors. Achelle is constantly sharing sneak peeks of new launches on her Instagram @AskAchelle.

 Achelle's advice for women looking to enter the workforce? " Pursue a career that you actually love and feel like you have a natural talent for even if you didn’t realize it when you started out." says Achelle, "I came to NY for fashion but as luck would have it fell into beauty when I never even considered it before. Sometimes you have to give a job some time to absorb, learn, and grow. I saw e.l.f. as an opportunity to work in a corporate environment and learn some new skills, I never could have imagined it would have evolved into what it has become." Achelle recommends networking, and being open to change. She cites staying true to herself as being one of her biggest accomplishments and wants to inspire others to do the same.