One main element is their ability to stay relevant. They keep up with the latest beauty trends and consumer demands. Their product development is customer - centric. They also have effective advertising campaigns. These campaigns showcase their products in an appealing way. Additionally, international expansion has been a big part of their success. They have been able to enter different markets around the world and adapt to local preferences.
Innovation is a main element. They keep coming up with new and improved makeup products. For example, their mascaras with different formulas for different lash effects. Another is marketing. They know how to promote their products well. And affordability. Their products are priced in a way that many people can afford, so they can reach a large customer base.