ELF Beauty Inc

e.l.f. Beauty is expanding its international footprint with the launch of e.l.f. Cosmetics in Brazil exclusively through Sephora, becoming Sephora Brazil's first mass color cosmetics offering. Sephora's Brazilian platform reaches roughly 17% of the country's population, and the move builds on the brand's relationship with Sephora in Mexico, where it has reached the No. 1 cosmetics position. International sales penetration has doubled over the past five years to 21% of net sales, still well below the more than 70% international mix cited for legacy beauty peers, and Brazil is identified as the world's third-largest cosmetics market. International net sales rose 61% year over year in the fiscal first quarter compared with 29% growth in the United States, and an expanded presence with Boots in the U.K. is planned for this fall. Shares of ELF have tumbled 33.4% over the past year compared with the industry's decline of 2.3%, and the stock trades at a forward price-to-earnings ratio of 25.76 versus the industry's average of 22.15.

e.l.f. Beauty, Inc. reported a 61% year-over-year increase in international net sales for the first quarter of fiscal 2027, outpacing the 29% growth in the United States, with international penetration now representing 21% of total net sales, up from about 10% five years ago. The growth is driven by broader retail distribution, deeper market penetration, and new brand launches, including strong performance in the UK and Germany, where the e.l.f. brand saw improved trends after launching at DM and resuming marketing efforts. Naturium, which launched with Sephora in Australia and New Zealand, has become the No. 1 body brand at Sephora in those markets and will enter Sephora in Canada and Mexico this fall. rhode has achieved record-setting launches with Sephora in North America and the UK and with Mecca in Australia and New Zealand, reaching the No. 1 beauty-brand ranking at both retailers. e.l.f. Beauty is also expanding into Brazil through Sephora this fall, building on its No. 1 cosmetics-brand ranking with Sephora in Mexico. Shares of e.l.f. Beauty have gained 87.3% over the past three months, outperforming the industry and the S&P 500, which rose 27.1% and 3.5%, respectively. The stock trades at a forward P/E of 28.17, above the industry average of 23.73 and the sector average of 17.02.

Ulta Beauty and e.l.f. Beauty are reversing Friday's post-earnings decline, with Ulta Beauty up 4% to $538 and e.l.f. Beauty up 5% to $108.92, while the SPDR S&P Retail ETF slips 0.2% and the SPDR S&P 500 ETF Trust is down 0.46%. Both companies beat Q2 estimates and raised full-year guidance, but their shares sold off on Friday. Ulta Beauty reported net income of $282 million, or $6.55 per share, beating the $6.20 consensus, with revenue up 8.9% to $3.04 billion and comparable sales up 3.8%. The company raised its full-year EPS guidance to $28.70 to $29, sales growth to 6.7% to 7.2%, and comp sales to 3.2% to 3.7%. Meanwhile, Target is down 1% to $161.52 after ending its Ulta Beauty shop-in-shop partnership and launching its own Target Beauty Studio in over 600 stores. The rebound is partly attributed to an unnamed analyst upgrade, and investors are watching whether Ulta Beauty reclaims its pre-earnings level of $544.99 and whether e.l.f. Beauty holds above $105.

e.l.f. Beauty shares hit their highest level since November after the company announced that its rhode beauty brand will launch at Sephora across Europe on September 30, following its U.S. and Canada rollout last year. The Hailey Bieber-founded brand, acquired by e.l.f. Beauty in 2025 for $1 billion, has become the company's primary revenue growth engine, posting 36% sales growth in the fiscal first quarter. To build anticipation, rhode hosted events including a beach club in Mallorca and a summer station tour in Amalfi and Copenhagen. e.l.f. Beauty shares rose more than 4% on Monday.

Major retailers and consumer goods companies are directing tariff refund payments toward price cuts as inflation-fatigued shoppers pull back on spending, according to The Wall Street Journal. The refunds trace back to a Supreme Court decision earlier this year holding that the International Emergency Economic Powers Act did not give President Donald Trump authority to impose those tariffs, an outcome that set off more than $160 billion in payments back to importers. Walmart said it rolled back prices on 11,000 items, including ground beef, using roughly $2.9 billion in tariff refunds, with CFO John David Rainey noting shoppers began making visible spending trade-offs in June as gas prices climbed above $4 a gallon. E.l.f. Beauty, which received about $50 million in refunded tariff payments, permanently lowered prices across around 10% of its catalog after a test that dropped the Halo Glow Skin Tint's price by $4 and drove unit sales up close to 40%; net sales for the quarter ended June 30 climbed 36% to $479.4 million. Tractor Supply channeled its refunds into shielding customers from freight and fuel cost increases, lowering prices on products including pine shavings and premium pet food, while its gross margin edged up to 37.1% for the quarter ending June 27 from 36.9% a year earlier. Not every retailer is passing refunds to shoppers: Lowe's CEO Marvin Ellison told CNBC the company received roughly $80 million in refunds and chose to direct them toward shareholder returns, and Kohl's CEO Michael Bender said the company put $100 million of its refunds into its gross margin and plans to invest the remainder in deeper inventory. Burlington Stores said it plans to reinvest all $55 million of its tariff refunds into lower prices over the second half of its fiscal year.

Herbalife reported second-quarter revenue of $1.33 billion, up 5.4% year over year and 1.5% above analyst expectations, but delivered the weakest guidance update among nine tracked personal care stocks. The group as a whole beat revenue consensus by 1.7% and guided next quarter 1.5% above estimates, yet shares have fallen 5.7% on average since reporting. e.l.f. Beauty posted the strongest results with revenue of $479.4 million, up 35.5% and 11% above estimates, while Nature's Sunshine was the weakest with revenue of $117 million, up 1.9% but 5.4% below expectations. Herbalife shares are down 3% since reporting and trade at $12.23.

e.l.f. Beauty reported first-quarter fiscal 2027 results on August 5, with net sales up 36% year-over-year, marking its 30th consecutive quarter of net sales growth. The company raised its full-year outlook to 18% to 20% net sales growth, up from 12% to 14% previously. The quarter was boosted by the Hailey Bieber brand Rhode, which added about $160 million in net sales, and international sales grew 61%. However, organic net sales declined by a high single-digit percentage, and gross margin jumped roughly 1,400 basis points to 83%, with over 1,050 of those basis points coming from $50 million in IEEPA tariff refunds. Management plans to reinvest the entire refund through lower prices and marketing, expecting a net zero benefit to full-year EBITDA.

e.l.f. Beauty stock rose 12% in July, according to data from S&P Global Market Intelligence. The mass cosmetics company continues to demonstrate strength as it laps last year's negative tariff impact, with sales increasing 35% year over year in the fiscal fourth quarter ended March 31. Gross margin expanded to 73% despite some ongoing tariff effects, and the company is expanding into new categories including a hair care line and the luxury segment through its acquisition of Hailey Bieber's Rhode cosmetics, which has already generated $113 million. The Rhode brand achieved Sephora's largest-ever launch in the U.K. and has only 20% international penetration despite 74% international social followers, indicating a long growth runway. e.l.f. Beauty's resilient growth model and low-priced products continue to resonate with shoppers amid a volatile market environment.

Water Tower Research Managing Director Linda Bolton Weiser explains how e.l.f. Beauty and Estée Lauder benefit from inflation through the lipstick effect, where consumers buy small beauty items for a mood lift when budgets are tight. e.l.f. Beauty is well-positioned because it offers prestige-like products at very low mass prices, even below Covergirl and Maybelline, giving it room to raise prices and attract trade-downs from prestige brands. Procter & Gamble is called the king of innovation for its superior product performance and sophisticated research, allowing it to take price increases even when consumers are strapped by delivering value through better-functioning products.

e.l.f. Beauty could see its stock rally as it accelerates growth of the recently acquired Rhode brand and expands its namesake brand into hair care. The company completed its $1 billion acquisition of Rhode last August, a high-end skincare line founded by Hailey Bieber that had quickly grown to over $200 million in sales. e.l.f. is now expanding Rhode internationally throughout Europe via Sephora stores and online, after entering Australia, New Zealand, and Mexico, while also broadening its product assortment with items like bronzers and a skin-prep crossover product. Meanwhile, the namesake e.l.f. brand is entering the hair care category with products including shampoo, conditioner, and styling treatments, sold at Target and through TikTok shops. The stock trades at a forward P/E of less than 22 times fiscal 2028 analyst estimates.

e.l.f. Beauty is expanding its skin care presence through e.l.f. SKIN, Naturium, and rhode, with the category rising to 23% of global consumption in fiscal 2026 from 9% in fiscal 2023. e.l.f. SKIN generated approximately $200 million in global retail sales in fiscal 2026 and has moved from the No. 25 to the No. 11 mass skin care brand in the United States over five years, though it holds only about 2% of the mass skin care category. Naturium delivered nearly $250 million in global retail sales in fiscal 2026, roughly double its pre-acquisition level, and was the fastest-growing brand among the top 50 skin care brands in the fourth quarter. Rhode generated more than $500 million in global retail sales and approximately $390 million in net sales on a pro forma annualized basis in fiscal 2026, with net sales increasing more than 80% year over year. Shares of the Zacks Rank number three company have jumped 20.6% over the past three months, and the Zacks Consensus Estimate for current and next fiscal-year earnings per share implies year-over-year growth of 5.8% and 9.9%, respectively.

StockStory identifies Pilgrim’s Pride and Estée Lauder as consumer staples stocks facing headwinds, while naming e.l.f. Beauty as a company with durable advantages. Pilgrim’s Pride, with a $6.94 billion market cap, is flagged for its low 2.2% annual revenue growth over three years, flat forward sales estimates, and a thin 12.7% gross margin amid stiff competition. Estée Lauder, valued at $30.26 billion, is cited for disappointing organic revenue, a negative 0.7% operating margin, and earnings per share declining faster than revenue due to shareholder dilution. In contrast, e.l.f. Beauty, with a $4.69 billion market cap, posted 41.4% annual revenue growth over three years, a best-in-class 71% gross margin, and 23.8% annual EPS growth, reflecting market share gains and pricing power.

Deutsche Bank raised its price target on e.l.f. Beauty to $64 from $62 while maintaining a Hold rating. The firm cited the company's expansion into hair care as a key factor. On the same day, e.l.f. Brands announced the launch of e.l.f. Hair, a new category debuting with six prestige-quality products positioned as affordable luxury. The line became available on TikTok Shop on June 16 and will reach Target stores on June 24.

StockStory identified Brinker International, e.l.f. Beauty, and Boeing as profitable companies balancing reliable profits with growth. Brinker International reported a trailing 12-month GAAP operating margin of 10.4%, with average same-store sales growth of 15.5% over two years and revenue of $5.73 billion. e.l.f. Beauty posted a 4.5% operating margin, annual revenue growth of 41.4% over three years, and a gross margin of 71%. Boeing recorded a 4.6% operating margin, unit sales growth averaging 69.7% over two years, and forecasted revenue growth of 10.4% for the next 12 months.

e.l.f. Beauty stock soared 32% in June, according to data from S&P Global Market Intelligence. The company is benefiting from a $58.5 million tariff refund and announced a new hair care product line that expands its addressable market. In the fiscal fourth quarter, sales rose 35% year over year to $449 million, though high tariffs have pressured margins. The new six-product hair care line saw 96% positive sentiment in a pilot run, with 65% of buyers new to the brand. Despite the June surge, the stock remains about flat year to date and 65% below its all-time high.

e.l.f. Beauty is moving into a new phase as skincare and international distribution become larger parts of its growth profile. Skincare has grown from roughly 9% of global consumption three years ago to about 23%, supported by brands Rhode, Naturium and e.l.f. SKIN. e.l.f. SKIN generated about $200 million in fiscal 2026 global retail sales, while Naturium delivered nearly $250 million, roughly double its pre-acquisition level. International net sales grew 38% in fiscal 2026, but markets outside the United States still represented only about 21% of total company sales, leaving room to scale abroad. Rhode generated more than $500 million in annualized fiscal 2026 retail sales and about $390 million in net sales, yet remains in less than 20% of Sephora's global store base. The company's fiscal 2027 sales guidance of $1.84 billion to $1.90 billion implies 12% to 14% year-over-year growth, though softer core demand, tariff uncertainty and heavy marketing spending keep earnings visibility limited.

e.l.f. Beauty has launched e.l.f. Hair, its first haircare line, expanding beyond its core cosmetics and skincare portfolio. The company is pairing this launch with selective price reductions on key products after earlier broad price increases were followed by weaker unit sales. e.l.f. Beauty is tying the new category to its digital engagement push, including activity on platforms such as Roblox, to reach younger consumers. The combination of e.l.f. Hair and selective price cuts gives investors new information about how management is responding to tariffs, inflation, and consumer price sensitivity.

The nine personal care stocks tracked by StockStory reported a strong first quarter, with aggregate revenues beating analysts' consensus estimates by 2.5% while next quarter's revenue guidance came in 3.5% below expectations. e.l.f. Beauty led the group with the fastest revenue growth, reporting $449.3 million, up 35.1% year on year and exceeding estimates by 5.8%. USANA Health Sciences posted the best overall quarter, with revenues of $250.2 million that beat expectations by 3.8% and impressive beats on EBITDA and EPS estimates. Herbalife was the weakest performer, with revenues of $1.32 billion that exceeded estimates by 1.4% but next-quarter EBITDA guidance that missed analysts' expectations. Inter Parfums reported revenues of $344.9 million, in line with estimates, but had the weakest full-year guidance update among its peers. Edgewell Personal Care reported revenues of $519.5 million, meeting expectations and delivering solid beats on EBITDA and organic revenue estimates. On average, share prices across the group are down 1.9% since the latest earnings results.

e.l.f. Beauty Chairman and CEO Tarang Amin explained how the brand's 'zero-distance' relationship with consumers on social media directly shapes product development. Speaking at the 2026 Cannes Lions International Festival of Creativity, Amin recounted how community members on a TikTok live session demanded an affordable version of a prestige brand's melting lip bombs. He then accelerated the launch, bringing the $9 e.l.f. version to market within months instead of the originally planned 11-month timeline. Amin highlighted that this ability to combine prestige quality, speed, and value is a core strength honed over his 12-year tenure.

e.l.f. Beauty CEO Tarang Amin said the company is seeing a strong consumer response after lowering prices on certain products. Speaking at the Cannes Lions Festival of Creativity, Amin noted that a skin tint priced at $18 was reduced to $14, resulting in an 85% lift in unit sales in recent weeks. The move follows earlier price hikes of up to 15% that led to a decline in unit volumes as cash-strapped shoppers pushed back. The company reported a 35.1% year-over-year revenue increase to $449.3 million in its May 20 earnings, but guided to full-year sales growth of 12%, contributing to a 17% stock decline over the past six months. Amin said the price cuts are not across the board but are part of a price discovery effort on select items.