ELF does allow pre-selling new product lines and collections before a PO is received in our warehouse!
However, when a pre-sell occurs, all orders of that SKU and subsequent orders will fall out of the SLA guidelines of 24-hour fulfillment.
When a PO is received for the pre-sale goods, ELF will prioritize current orders over the pre-sell orders as per your contract. Once our fulfillment team is caught up with current orders, then they will shift to fulfilling pre-sale orders.
For more information on pre-selling and potential overselling, please see our knowledge base.