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Read later Summary: e.l.f. is an online beauty products success story, building on analytics and cloud tech from Google and Salesforce to connect with its customer base. (e.l.f. Cosmetics) As part of yesterday’s announcement of online fashion platform Boohoo’s £55 million takeover of UK retail institution Debenhams, expansion into the online beauty market was cited as one of the primary drivers for the transaction. Debenhams physical stores certainly have a pedigree when it comes to cosmetics and skincare, but whether that can be carried over to online on a mass scale, as Boohoo hopes, remains to be seen. It is already a competitive space and only likely to become more so. ....