E.l.f. Cosmetics has an unlikely competitor in its former retailer, 7-Eleven

With the launch of its much-discussed recent entry into the cosmetics space, 7-Eleven is taking a page out of Amazon’s copycat private-label playbook.

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.