e.l.f. Beauty, Inc. (ELF) is a global cosmetics company that offers a wide range of affordable, high-quality makeup products and tools. The company was first established in 2004 in Oakland, California, with a mission of delivering "prestige-quality cosmetics at get-this-stunning price."
One notable aspect of e.l.f. Beauty is their dedication to inclusivity and diversity. The brand believes in luxury for all, aiming to provide beauty solutions accessible to every eye, lip, and face. From makeup basics like mascara and lipsticks, skincare products to digital teaching tools, and sophisticated makeup artist kits, e.l.f. Beauty caters to a diverse customer base.
Furthermore, e.l.f cosmetics is 100% vegan and cruelty-free, globally. Eclipsing the cosmetics aisle with a stubborn refusal to test on animals or include animal-derived ingredients in its products, it's a beauty brand with an ethical conscience at its core.
The name e.l.f stands for "eyes lips face," embodying the brand's focus across all aspects of beauty and makeup. To add to this, the brand has been recognized for its quality and affordability, and the value it provides - it won several beauty awards, which distinguishes e.l.f. from its rivals in the cosmetics industry. The company has retail distributions through leading national and international retailers and direct-to-consumer channels, which include their e-commerce website.
e.l.f Beauty owns two other brands, W3LL PEOPLE and Keys Soulcare in addition to its flagship brand e.l.f. Cosmetics. The acquisition of these brands reflects e.l.f.’s strategic expansion in the clean beauty market and its commitment to wellness and beauty.
Moreover, e.l.f. Beauty is committed to being an eco-friendly company. They made a pledge to switch to 100% recycled or recyclable packaging by 2025. The company has also launched a recycling program for its customers with 'Loop', encouraging them to be more sustaining beauty enthusiasts.
In terms of its financial performance, e.l.f. Beauty has been publicly traded since 2016 and continues to make its presence felt in the beauty industry globally. As of 2021, the company has been consistently achieving annual revenues of over $200 million, making it one of the fastest-growing cosmetic companies in the U.S.
e.l.f. Beauty's strategy of offering high-quality, affordable, and ethically-made beauty products continues to resonate with consumers, making e.l.f. a force to be reckoned with in the beauty industry. Considering their continued growth and commitment to inclusivity, sustainability, and cruelty-free products, it seems e.l.f. Beauty, Inc. has the potential for maintaining and expanding its success in the coming years.
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Mandy Fields, CFO of e.l.f. Beauty, has overseen significant growth, with the company reaching $1.64 billion in annual net sales for fiscal year 2026. Fields emphasizes long-term investment and strategic acquisitions, such as Hailey Bieber's rhode skincare brand, while navigating market challenges. She also highlights the evolving role of a CFO to include leading technological and strategic transformation.
State Street Corp increased its stake in e.l.f. Beauty by 4.2% in the second quarter, purchasing 75,842 shares to own a total of 1,874,997 shares valued at approximately $138.6 million. Despite strong quarterly results and a "Moderate Buy" consensus rating from analysts, company insiders have sold over 116,000 shares worth about $10 million in the last 90 days. Institutional investors and hedge funds collectively own a significant 92.44% of the company's stock.
Mandy J. Fields, an insider at e.l.f. Beauty, sold 16,065 shares of the company's stock for $1.7 million on September 8, 2026. This transaction was part of a pre-arranged Rule 10b5-1 trading plan established in June 2026, indicating it was a routine sale rather than a reaction to company performance. Fields still retains 90,896 shares, valued at $8.7 million, maintaining significant alignment with the company.
e.l.f. Beauty Inc (ELF) shares rose 4.4% to $102.12 and are considered "Significantly Undervalued" by GuruFocus's GF Value™, indicating a potential 40.6% discount. Despite a strong GF Score™ of 88/100 and high growth potential, insider selling of $57.4 million over the past year and a P/E ratio elevated above historical averages raise cautionary flags for investors.
e.l.f. Beauty (ELF) receives a Buy rating due to its strong financial performance, including significant revenue and adjusted EBITDA growth, and robust cash flow. The company's strategic acquisition of rhode is set to drive international expansion, particularly in Europe. Despite a high valuation, ELF's multi-brand portfolio and accelerating growth are seen as justifying the premium, with a positive outlook supported by raised guidance and profitability.
e.l.f. Beauty is expanding its international presence by launching e.l.f. Cosmetics in Brazil exclusively through Sephora, marking Sephora Brazil's first mass color cosmetics offering. This move aims to accelerate global growth, building on the brand's success in Mexico and capitalizing on Brazil being the world's third-largest cosmetics market. Despite the stock's recent underperformance, the company shows strong international sales growth and is taking a measured approach to expansion.
Bank of America has increased its price target for e.l.f. Beauty (NYSE:ELF) to $118 from $100, maintaining a "buy" rating and suggesting a 22.13% upside. This comes after e.l.f. Beauty exceeded quarterly expectations, reporting $1.75 EPS against a $0.71 consensus and revenue of $479.37 million, a 35.5% year-over-year increase. The stock currently holds a "Moderate Buy" consensus rating among analysts, with an average price target of $95.81.
Zacks Research has downgraded e.l.f. Beauty (NYSE:ELF) from a "strong buy" to a "hold" rating. Despite this downgrade, the overall analyst consensus remains a "moderate buy" with an average price target of $92.12. The company recently reported strong quarterly earnings, beating EPS and revenue estimates, though insider sales have been noted.