Full Name
Joey Shamah
Job Title
CEO
Company Name
AS Beauty
Speaker Bio
Joey Shamah embarked on his professional journey in 2004 while completing his undergraduate studies at NYU Stern. Co-founding Elf Cosmetics alongside his father Alan, they positioned the brand as a leading provider of high-value cosmetics within the industry. Serving as CEO from 2004 to 2014, Joey steered Elf to remarkable success, achieving over $150 million in sales with a robust profitability profile. In 2014, he and his father sold a majority stake to private equity firm TPG Growth, collaborating closely with Tarang Amin and his management team to prepare the company for an IPO. During this period, Joey underwent a rigorous real-world management program within the company he helped establish, remaining actively involved as a board member and key shareholder throughout the IPO process and ELF Beauty's early public days.
Transitioning from ELF Beauty in 2016, Joey founded Fit for Life by acquiring the operating company of GAIAM Americas in a joint venture with brand management company Sequential Brand Group. Over the past decade, Fit for Life has emerged as a premier supplier of small exercise equipment in the US and Canada. Operating under licenses with esteemed brands such as GAIAM, SPRI, New Balance, and FILA, Fit for Life commands a significant presence in the US retail market, including major outlets like Target, Walmart, Amazon, and CVS. Joey currently serves as the CEO and major shareholder of Fit for Life today.
Furthermore, in 2018, Joey established AS Beauty Co, swiftly becoming one of the fastest-growing beauty conglomerates globally. With the acquisition of the GLANSAOL portfolio of brands from Warburg Pincus, Joey and his team successfully revitalized the Laura Geller brand, now ranking as the third fastest-growing brand in color cosmetics, following RARE Cosmetics and his brainchild, ELF Cosmetics. Additionally, the team expanded their portfolio by acquiring other notable beauty assets, including CoverFX and Bliss.
Joey is a seasoned executive, with a focus on building high performance teams with a focus on operational efficiencies and profitability from Day One.
Outside of his professional endeavors, Joey resides in Brooklyn with his wife Sally and their five children. He actively engages in philanthropy within his local school and charity organizations, embodying a commitment to community betterment.
Transitioning from ELF Beauty in 2016, Joey founded Fit for Life by acquiring the operating company of GAIAM Americas in a joint venture with brand management company Sequential Brand Group. Over the past decade, Fit for Life has emerged as a premier supplier of small exercise equipment in the US and Canada. Operating under licenses with esteemed brands such as GAIAM, SPRI, New Balance, and FILA, Fit for Life commands a significant presence in the US retail market, including major outlets like Target, Walmart, Amazon, and CVS. Joey currently serves as the CEO and major shareholder of Fit for Life today.
Furthermore, in 2018, Joey established AS Beauty Co, swiftly becoming one of the fastest-growing beauty conglomerates globally. With the acquisition of the GLANSAOL portfolio of brands from Warburg Pincus, Joey and his team successfully revitalized the Laura Geller brand, now ranking as the third fastest-growing brand in color cosmetics, following RARE Cosmetics and his brainchild, ELF Cosmetics. Additionally, the team expanded their portfolio by acquiring other notable beauty assets, including CoverFX and Bliss.
Joey is a seasoned executive, with a focus on building high performance teams with a focus on operational efficiencies and profitability from Day One.
Outside of his professional endeavors, Joey resides in Brooklyn with his wife Sally and their five children. He actively engages in philanthropy within his local school and charity organizations, embodying a commitment to community betterment.
Speaking At
