By Jessica Schiffer.
According to Lindsey Robertson, the product development manager at 7-Eleven, it’s really an attempt to recreate the success of E.l.f. Beauty, which went public last September to the tune of $141 million.
Known for its uber-cheap pricing, with most products falling under $5, E.l.f. has garnered a rabid following among millennials and online beauty influencers including Raye Boyce and Jackie Aina. It was also one of the few national brands sold in 7-Eleven three years ago, when the brand began developing SimplyMe, the line of 40 beauty products it rolled out in late November.
Read more at Glossy.