E.l.f. launches first fragrance line as Athleta searches for a new CEO

· Retail & E-commerce · United States

Two consumer-brand developments landed in the same weekly roundup from Retail Dive. Beauty company E.l.f. Brands has launched its first fragrance and body care collection, an expansion beyond its core color cosmetics business. Separately, Gap Inc.'s Athleta brand is searching for a new chief executive after Maggie Gauger left for Lululemon, raising questions about whether the leadership change is an opportunity for the athletic-wear label. The two moves point in different directions: E.l.f. is pushing into a new category to broaden its beauty portfolio, while Athleta faces a leadership gap as it competes in a crowded activewear market.

Why it matters：Category expansion by a fast-growing beauty player and a CEO vacancy at a major activewear brand show how consumer brands are repositioning their portfolios and leadership ahead of the holiday season.

Key points

  • E.l.f. Brands entered fragrance and body care for the first time.
  • Athleta is searching for a new CEO after Maggie Gauger joined Lululemon.
  • The two items appeared in Retail Dive's Weekly Closeout roundup.

Sources (original reporting)

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