Guest
Joey Shamah
Joey Shamah is the co-founder of e.l.f. Cosmetics, the low-price beauty brand that grew from dollar makeup into a public company.
Circuit updated June 29, 2026
Notable quotes
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“we shipped 192,000 orders from China direct to customers in the U.S. And then that year we were projected to do $2 million for the year. After this spike, we did about $8 million. We were profitable. And we never looked back.”
Joey Shamah · How I Built This with Guy Raz -
“this is it. You either figure this out, or we pack up and go home. Like, this is what you built. This is what you wanted to do. This is your opportunity.”
Joey Shamah · How I Built This with Guy Raz -
“I just got an email that you're being bought by Bloomingdale's and that all your cosmetics are going up in price.”
Joey Shamah · How I Built This with Guy Raz -
“So I always tell everyone, if I manufactured it, I would have done it over and over and over again.”
Joey Shamah · How I Built This with Guy Raz -
“So honestly, we didn't even think about logistics. We were just following Glamour Magazine's lead.”
Joey Shamah · How I Built This with Guy Raz -
“we went from getting 300 orders a week to 18,000 orders a day for the next six weeks.”
Joey Shamah · How I Built This with Guy Raz
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