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  "description": "Elf Cosmetics is rebuilding its innovation pipeline around social media. The beauty brand treats fans as co-creators and has made the traditional lengthy path from feedback to product disappear, turning that speed into its real competitive edge.",
  "path": "/when-community-sits-upstream-how-elf-turns-social-signals-into-products/",
  "publishedAt": "2026-04-06T21:27:00.000Z",
  "site": "https://www.thesubthread.com",
  "tags": [
    "Subscribe now"
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  "textContent": "Elf Cosmetics “deconstructed” its innovation pipeline, shortening development cycles and creating new products, all to respond to its customer demands online.\n\nThe beauty brand has a strong presence on social media with a loyal customer base that is vocal in what it wants from the company. Hannah Roberts, vice president of marketing at Elf Cosmetics, shared how it has shifted its way of working to put social media feedback “upstream” of R&D rather than sitting purely with the marketing function.\n\n### **From Social Signals to Shelf**\n\n### This post is for subscribers only\n\nBecome a member to get access to all content\n\nSubscribe now",
  "title": "When Community Sits Upstream: How Elf Turns Social Signals Into Products",
  "updatedAt": "2026-04-21T11:09:36.408Z"
}