e.l.f. Beauty, Inc. (ELF)
e.l.f. Beauty is a budget-friendly cosmetics brand that sells affordable, cruelty-free makeup and skincare products primarily through mass-market retailers.
Is e.l.f. Beauty, Inc. a good stock for a UK beginner?
The honest version: e.l.f. Beauty is a budget-friendly cosmetics brand that sells affordable, cruelty-free makeup and skincare products primarily through mass-market retailers.
Over about 2 years to 2026-07-31. This is the share price only; any dividends would add to it. And it's the USD return - as a UK investor your actual £ return also moves with the exchange rate. Past performance is not a guide to the future, and it could just as easily have fallen.
Based on beta - how much the price swings versus the whole market. Bumpier isn't bad; it just means a rougher ride, which matters more the sooner you might need the money.
Prices move on results, news and the mood of the whole market - no single headline explains a day, and a quiet week is usually just noise, not a signal.
Becoming a dominant global player in the mass-market beauty space.
The brand loses its 'cool' factor and fails to innovate.
What does e.l.f. Beauty, Inc. do?
e.l.f. makes its money by selling high-quality beauty products at very low prices, often mimicking expensive luxury brands to appeal to younger, trend-conscious shoppers. They rely heavily on social media marketing and partnerships with major retailers to keep their products in front of customers. Whether they can keep growing sales quickly enough to justify their high valuation, while managing the costs of rapid expansion, is what to follow here.
On our factor screen it looks strongest on growth and momentum, and weakest on income.
- !Pays no dividend - the whole return rides on the share price
- ✓Growing - revenue up about 35% over the year
- !High P/E of 188 - big growth is already priced in
- Growth screens high (88/100)
- Strong brand appeal with younger demographics
- High gross margins suggest efficient product pricing
- Rapid revenue growth shows clear market demand
- Value screens low (18/100)
- Income screens low (16/100)
- Heavy reliance on social media trends which can change quickly
- Intense competition from other affordable beauty brands
- Potential for supply chain disruptions affecting product availability
What do e.l.f. Beauty, Inc.'s numbers mean?
How much money does e.l.f. Beauty, Inc. make?
Revenue and profit by quarter, and how much of each sale turns into profit.
Does e.l.f. Beauty, Inc. pay a dividend?
No - e.l.f. Beauty, Inc. doesn't currently pay a dividend, so the whole return would rest on the share price. Plenty of growing companies reinvest their profits instead of paying them out - neither approach is better or worse, they're just different.
When does e.l.f. Beauty, Inc. report earnings, and how did recent quarters go?
e.l.f. Beauty, Inc. is next scheduled to report on about 2026-08-05 - dates can move, and we don't predict results; this just tells you when to look.
Each quarter a company reports its results against what analysts expected. ‘Beating’ or ‘missing’ is about that expectation, not whether the business is doing well in absolute terms.
| Reported | Expected EPS: The earnings per share analysts expected for the quarter - the average of their forecasts. 'Beating' or 'missing' is measured against this number. | Actual EPS | vs expected |
|---|---|---|---|
| 2026-05-20 | $0.29 | $0.32 | Beat +12% |
| 2026-02-04 | $0.72 | $1.24 | Beat +71% |
| 2025-11-05 | $0.57 | $0.68 | Beat +20% |
| 2025-08-06 | $0.84 | $0.89 | Beat +6% |
| 2025-05-28 | $0.72 | $0.78 | Beat +8% |
| 2025-02-06 | $0.76 | $0.74 | Missed -3% |
Across the last 6 quarters here, e.l.f. Beauty, Inc. came in ahead of what analysts expected 5 times. One quarter is noise, not a trend.
See who else reports over the next two weeks →
Reported vs expected earnings per share (EPS) from published results; the expectation is the analyst consensus, not our view. Report dates are estimates that can move.
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PepsiCo, Inc.What are the scenarios for e.l.f. Beauty, Inc.?
An illustrative range for the year ahead, with the assumption behind each case — not a prediction or a price target.
What are the pros and cons of e.l.f. Beauty, Inc.?
How many points the write-up makes each way — a balance check, not a score or verdict.
- Strong brand appeal with younger demographics
- High gross margins suggest efficient product pricing
- Rapid revenue growth shows clear market demand
- Currently not generating a consistent net profit
- High share price volatility compared to the broader market
- No dividend payments for shareholders
- Heavy reliance on social media trends which can change quickly
- Intense competition from other affordable beauty brands
- Potential for supply chain disruptions affecting product availability
The write-up's own warning lights — if these start happening, the case above changes.
- A sustained decline in year-over-year revenue growth
- A shift in consumer preference away from budget-friendly beauty products
Built from public filings & market prices, checked for an education-only tone, and never a price target. How we make these →
This plain-English summary was auto-generated on 2026-08-01 from public data and checked for an education-only, no-advice tone (the figures above carry their own, usually fresher, 'as of' date). It's information, never a recommendation.