Joey Shamah

14 statements across 1 episodes · 2 bullish · 0 bearish · 1 people on the record · first statement Jun 29, 2026 by Joey Shamah · across every show →

On the record as a speaker too: Joey Shamah's record, appearances and statements → this page counts the times other people say the name.

Everything said about Joey Shamah, oldest first

Jun 29, 2026
Assertion Not checkable as stated
e.l.f. received 400 website orders on launch day following Glamour feature
“So all of a sudden, we walked in day one, and we had 400 orders.”
Joey Shamah Jun 29, 2026 ▶ 28:10 e.l.f. Cosmetics: Joey Shamah. The Dollar Store Formula That Built a Cosmetics Giant
Jun 29, 2026 neutral
Disclosure
e.l.f. co-founder Scott Borba developed products while employed by competitors
“Scott was, in, in full disclosure, still working for other cosmetic companies, but working for us on the nights and weekends. He was doing the product development. So, yes, we did use my father's apparel office.”
Joey Shamah Jun 29, 2026 ▶ 12:16 e.l.f. Cosmetics: Joey Shamah. The Dollar Store Formula That Built a Cosmetics Giant
Jun 29, 2026
Insight
Basic cosmetics manufacturing costs 35 cents across the industry, says Shamah
“Well, that's what it, is what I'm trying to say. That's what it costs. Like, that's how much it costs everybody. Now, yes, you can put active ingredients, and yes, this was 25 years ago, and yes, there are more expensive componentry and finishes and all that, …”
Joey Shamah Jun 29, 2026 ▶ 11:23 e.l.f. Cosmetics: Joey Shamah. The Dollar Store Formula That Built a Cosmetics Giant
Jun 29, 2026 neutral
Assertion Not checkable as stated
e.l.f. generated approximately $400,000 in sales during its first year
“I want to say about 400,000.”
Joey Shamah Jun 29, 2026 ▶ 30:56 e.l.f. Cosmetics: Joey Shamah. The Dollar Store Formula That Built a Cosmetics Giant
Jun 29, 2026 neutral
Assertion Not checkable as stated
A web developer rejected e.l.f. equity for $5,000 cash in 2004
“I go, how about I give you some equity in my company? He said, I don't think so. I think we really need the 5000 dollars. So we gave him 5000 dollars.”
Joey Shamah Jun 29, 2026 ▶ 24:10 e.l.f. Cosmetics: Joey Shamah. The Dollar Store Formula That Built a Cosmetics Giant
Jun 29, 2026
Assertion Not publicly verifiable
e.l.f. Cosmetics was valued at approximately $70 million in 2010
“The valuation of the company was probably, it was about seventy million dollars.”
Joey Shamah Jun 29, 2026 ▶ 56:45 e.l.f. Cosmetics: Joey Shamah. The Dollar Store Formula That Built a Cosmetics Giant
Jun 29, 2026
Insight
Cosmetic formulations are cheap; packaging determines $1 makeup viability, says Shamah
“Basically what we learned really early on is when you break down the cosmetics to formulations and componentry, formulations, yes, you can hit that price point. The real artistry, if you may, is in the componentry, where we couldn't afford metal, we had to go …”
Joey Shamah Jun 29, 2026 ▶ 8:31 e.l.f. Cosmetics: Joey Shamah. The Dollar Store Formula That Built a Cosmetics Giant
Jun 29, 2026 positive
Disclosure
e.l.f. founders received over $15 million in a 2010 minority stake sale
“More than that, but correct.”
Joey Shamah Jun 29, 2026 ▶ 58:19 e.l.f. Cosmetics: Joey Shamah. The Dollar Store Formula That Built a Cosmetics Giant
Jun 29, 2026
Insight
Fitness equipment has slower repurchase velocity and less M&A than beauty
“The fitness business is a good business, but it's not nearly as exciting as the beauty business. Beauty business is trendy. It's quick. There's virality. There's a lot of excitement. There's a lot of M&A deal. Like there's a lot going on. The fitness business …”
Joey Shamah Jun 29, 2026 ▶ 1:08:03 e.l.f. Cosmetics: Joey Shamah. The Dollar Store Formula That Built a Cosmetics Giant
Jun 29, 2026
Assertion Not publicly verifiable
e.l.f. Cosmetics reached approximately $30 million in sales by the end of 2010
“I remember at the end of 2010, we were doing about thirty million dollars in sales.”
Joey Shamah Jun 29, 2026 ▶ 53:52 e.l.f. Cosmetics: Joey Shamah. The Dollar Store Formula That Built a Cosmetics Giant
Jun 29, 2026
Assertion Not checkable as stated
e.l.f.'s initial inventory order cost $150,000 for 600,000 cosmetic pieces
“We, it was a 150,000 dollar order. ... We bought the goods. It was one container. It was about 600,000 pieces.”
Joey Shamah Jun 29, 2026 ▶ 16:39 e.l.f. Cosmetics: Joey Shamah. The Dollar Store Formula That Built a Cosmetics Giant
Jun 29, 2026 neutral
Disclosure
Early e.l.f. sales of $125,000 monthly barely broke even, requiring outside capital
“So I'm saying we, even you put all those together, I think we were able to hit maybe a 125,000 dollars a month, but I think it was barely to cover costs. There was no growth. Any new inventory had to be funded by my father's capital.”
Joey Shamah Jun 29, 2026 ▶ 32:19 e.l.f. Cosmetics: Joey Shamah. The Dollar Store Formula That Built a Cosmetics Giant
Jun 29, 2026
Disclosure
Shamah: e.l.f. Cosmetics targeted 35-cent COGS and 59-cent wholesale price
“So it's about, it was about half of that, because our target goods cost was about 35 cents. I think back to the simplicity angle, everything we sold it for 59 cents, so they could retail it for a dollar.”
Joey Shamah Jun 29, 2026 ▶ 11:02 e.l.f. Cosmetics: Joey Shamah. The Dollar Store Formula That Built a Cosmetics Giant
Jun 29, 2026 positive
Disclosure
Buying an existing business is easier than starting from scratch, says Shamah
“I wouldn't start a business at this point in my career. I think buying a business is a much easier entry”
Joey Shamah Jun 29, 2026 ▶ 1:12:01 e.l.f. Cosmetics: Joey Shamah. The Dollar Store Formula That Built a Cosmetics Giant
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