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- Shopping guided by purpose and provenance
- Unusual pantry staples: the black sesame craze
- Travel picks that work for three generations
- Children’s clothing that rejects norms
- Gift choices: thoughtful, personal, and colorful
- Spending rules: where she splurges and where she holds back
- Everyday shopping habits that reflect brand leadership
Laurie Lam, chief brand officer at e.l.f. Beauty, lets readers peek into the items that make her cart and her life. Between steering a growing roster of beauty labels and navigating New York sidewalks in heels, her purchases reveal what matters to her: heritage, conscious choices, and gifts that bring people together.
Shopping guided by purpose and provenance
Lam’s buying decisions often start with the backstory of a brand. She looks for founders and companies that reflect diversity and intention. That lens shapes what she chooses for herself and what she promotes professionally.
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- Female-founded and minority-owned brands get her attention and support.
- She favors items with cultural roots or family stories behind them.
- Practicality and meaning outweigh impulse-only splurges.
Unusual pantry staples: the black sesame craze
Food discoveries have become a signature in her cart. One recent find stood out: a black sesame crunchy butter from a small, Asian-owned company.
She used it in unexpected ways. It made an appearance in breakfast pastries and was stirred into morning drinks. The flavor connected to memories of Hong Kong and inspired holiday baking.
- Uses: spread for toast, filling for French-style pastries, latte stir-in.
- Impact: bought multiple jars to keep on hand.
- Why it matters: ties to heritage and small-business storytelling.
Small-batch, culturally rooted foods are the kinds of items she seeks online and in specialty markets.
Travel picks that work for three generations
When Lam books travel, she thinks about family dynamics. Her ideal stays offer activities that suit kids and grandparents alike.
On a recent holiday break, a hotel surprise caught her eye: shower hourglasses. They were simple, but effective.
- Lesson for kids: measuring shower time teaches water conservation.
- Practical win: it helped streamline the bedtime routine.
- Family focus: accommodations that allow multi-generational stays rank high.
She values places where design and sustainability meet family-friendly amenities.
Children’s clothing that rejects norms
Lam admires brands putting play and comfort ahead of gender rules. One company she shops often makes solid, gender-neutral basics for kids.
The brand’s philosophy challenged traditional color and style cues. That approach appealed to her as a parent and a shopper.
- Core idea: clothing designed for kids, not for gender marketing.
- Result: easy-to-wear pieces that work for hand-me-downs and siblings.
Gift choices: thoughtful, personal, and colorful
Giving is intentional for Lam. She chooses gifts that match the recipient’s passions and home life.
Gifts she gives
- Cookware from modern kitchen brands for family members who love to cook.
- Items that add color and joy to everyday routines.
- Practical, non-toxic pieces that fit the recipient’s lifestyle.
Gifts she received
- A designer-collab kettle from a husband who knows her design heroes.
- Items tied to cherished moments, like books that introduced her to Parisian style.
Gift-giving for Lam is a way to share experiences and memories, not just objects.
Spending rules: where she splurges and where she holds back
Certain categories get more of her budget. Others get a small, practical limit.
- Jewelry: considered an investment for herself and her daughters.
- Shoes: she avoids impractical heels after too many sidewalk mishaps in the city.
- Clothing: leans toward pieces that last and can be shared across family members.
Her footwear choices evolved. Where kitten heels once ruled, sturdier block heels now predominate. It’s a small shift driven by life in a bustling city.
Everyday shopping habits that reflect brand leadership
As a brand executive, Lam thinks about storytelling when she shops. She gravitates toward items that tell a clear narrative.
- She supports companies that align with personal values.
- She buys to give, often choosing gifts that spark joy or utility.
- She mixes impulse finds with considered purchases that last.
Her cart is a balance of discovery and purpose, combining culinary curiosities, family-focused travel choices, and durable style picks.
