cosmetic products are seen for sale in a store in Manhattan, New York City, U.S., June 29, 2022. REUTERS/Andrew KellyNEW YORK, Aug 2 (Reuters Breakingviews) - Social-media savvy makeup brand e.l.f. Boss Tarang Amin has chased this growth through heavy online advertising, including collaborations with TikTok influencers. While not necessarily cheaper than the old guard’s approach - sales, general and administrative spend is a similar share of revenue at both e.l.f. With Amin promising to ramp up marketing spending even further, the pressure for older peers to touch up their look grows.

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Persons: Andrew Kelly NEW, Boss Tarang Amin, TikTok, Nielsen, Estee Lauder, Amin, Anita Ramaswamy, Aston Martin, Jonathan Guilford, Sharon Lam Organizations: REUTERS, Andrew Kelly NEW YORK, Reuters, Jefferies, Twitter, Thomson Locations: Manhattan , New York City, U.S, e.l.f