Basic cosmetics manufacturing costs 35 cents across the industry, says Shamah
Joey Shamah · e.l.f. Cosmetics: Joey Shamah. The Dollar Store Formula That Built a Cosmetics Giant · Jun 29, 2026 · at 11:23
Joey Shamah, co-founder of e.l.f. Cosmetics, explains the cost structure of the cosmetics industry and why standard products cost very little to manufacture.
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“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, but you're also paying for the corporate overhead. You're paying for the infrastructure. You're paying for the spokespeople. You're paying for the marketing campaigns. You're paying for the shelf space. You're paying for the returns. You're paying for the warehousing.”
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