Free streaming and prestige-quality makeup at drugstore prices both sound like they must come with a catch. For Tubi and e.l.f. Beauty, that skepticism became the opening. Recorded live at Masters of Scale Summit, this conversation brings together former Tubi CEO Anjali Sud and e.l.f. president Kory Marchisotto, two leaders who took brands once written off as downmarket to 110 million monthly users and 30 straight quarters of growth. The pair dig into their unconventional Super Bowl plays, from Tubi’s cowboy-hat spot and free Super Bowl stream to e.l.f.’s Jennifer Coolidge and Melissa McCarthy ads. They explain how TikTok Live and “zero distance” let fans steer product and programming, and why e.l.f. built its “So Many Dicks” campaign around boardroom diversity. Two weeks after this recording, Anjali announced she’s taking the helm at SiriusXM, a move that underscores what she built at Tubi.

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