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e.l.f. Cosmetics: Joey Shamah. The Dollar Store Formula That Built a Cosmetics Giant artwork
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e.l.f. Cosmetics: Joey Shamah. The Dollar Store Formula That Built a Cosmetics Giant

How I Built This with Guy Raz by Guy Raz | Wondery

Jun 29, 202601:14:49Business

In 2004, Joey Shamah and his partner launched a cosmetics company built on an idea that made almost no sense: Sell high-quality makeup for just $1 . At the time, high quality beauty products were supposed to be expensive...

About This Episode

e.l.f. Cosmetics: Joey Shamah. The Dollar Store Formula That Built a Cosmetics Giant is an episode from How I Built This with Guy Raz by Guy Raz | Wondery. In 2004, Joey Shamah and his partner launched a cosmetics company built on an idea t...

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Published Jun 29, 2026, 01:14:49 long, audio available.

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