Joey Shamah began his professional journey in 2004 while completing his undergraduate studies at NYU Stern School of Business. Co-founding e.l.f. Cosmetics with his father Alan, Mr. Shamah played a key role in establishing the brand as a major player in the cosmetics industry. Serving as Chief Executive Officer from 2004 to 2014, he led e.l.f. to remarkable success, achieving over $150M in sales and maintaining strong profitability. In 2014, he and his father sold a majority stake to TPG Growth, setting the stage for e.l.f.’s IPO.

In 2018, Mr. Shamah founded AS Beauty Co., which quickly became one of the fastest-growing beauty portfolio companies. He began by acquiring underperforming brands like Laura Geller and transformed them into top performers in digital and color cosmetics. Under his leadership, AS Beauty Co. continued to expand, acquiring additional brands such as CoverFX and Bliss, which demonstrated his strategic acumen in growing and revitalizing beauty assets.

Mr. Shamah’s career is defined by his focus on building high-performance teams and driving operational efficiency and profitability. His ability to turn around brands and expand portfolios has cemented his reputation as a seasoned and successful executive in the beauty industry, making a significant impact on the sector’s landscape.