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ELF 
ELF Beauty Inc (ELF)
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Upturn Advisory Summary
12/05/2025: ELF (3-star) is currently NOT-A-BUY. Pass it for now.
Upturn Star Rating
Moderate Performance
These Stocks/ETFs, based on Upturn Advisory, typically align with the market average, offering steady but unremarkable returns.
Number of Analysts
17 Analysts rated it
Moderately tracked stock, growing coverage, gaining market and investor attention.
1 Year Target Price $121.71
1 Year Target Price $121.71
| 9 | Strong Buy |
| 3 | Buy |
| 5 | Hold |
| 0 | Sell |
| 0 | Strong Sell |
Analysis of Past Performance
Type Stock | Historic Profit 196.67% | Avg. Invested days 42 | Today’s Advisory PASS |
Upturn Star Rating | Upturn Advisory Performance  4.0 | Stock Returns Performance  5.0 |
| Profits based on simulation | Last Close 12/05/2025 |
Key Highlights
Company Size Mid-Cap Stock | Market Capitalization 4.85B USD | Price to earnings Ratio 58.14 | 1Y Target Price 121.71 |
Price to earnings Ratio 58.14 | 1Y Target Price 121.71 | ||
Volume (30-day avg) 17 | Beta 1.74 | 52 Weeks Range 49.40 - 150.99 | Updated Date 12/6/2025 |
52 Weeks Range 49.40 - 150.99 | Updated Date 12/6/2025 | ||
Dividends yield (FY) - | Basic EPS (TTM) 1.4 |
Analyzing Revenue: Products, Geography and Growth
Revenue by Geography
Geography revenue - Year on Year
Earnings Date
Report Date - | When - | Estimate - | Actual - |
Profitability
Profit Margin 5.91% | Operating Margin (TTM) 2.24% |
Management Effectiveness
Return on Assets (TTM) 4.54% | Return on Equity (TTM) 8.77% |
Valuation
Trailing PE 58.14 | Forward PE 23.2 | Enterprise Value 5516431044 | Price to Sales(TTM) 3.5 |
Enterprise Value 5516431044 | Price to Sales(TTM) 3.5 | ||
Enterprise Value to Revenue 3.98 | Enterprise Value to EBITDA 28.33 | Shares Outstanding 59636768 | Shares Floating 58191769 |
Shares Outstanding 59636768 | Shares Floating 58191769 | ||
Percent Insiders 2.22 | Percent Institutions 102.37 |
Upturn AI SWOT
ELF Beauty Inc
Company Overview
History and Background
ELF Beauty Inc. (ELF) was founded in 2004 with a mission to make luxurious beauty accessible to all women. It revolutionized the beauty industry by offering high-quality cosmetics and skincare products at affordable prices, primarily sold online and later expanding to retail partnerships.
Core Business Areas
- Cosmetics: ELF Beauty's core segment focuses on producing and selling a wide range of makeup products, including foundation, concealer, eyeshadow, lipstick, and blush.
- Skincare: ELF Beauty also offers a diverse line of skincare products such as cleansers, moisturizers, serums, and masks designed to address various skin concerns.
- Tools & Accessories: ELF Beauty sells makeup brushes, applicators, and other beauty-related accessories.
Leadership and Structure
Tarang P. Amin serves as the Chairman and Chief Executive Officer. The organizational structure includes departments such as Product Development, Marketing, Sales, Operations, and Finance, with a focus on agile development and customer-centricity.
Top Products and Market Share
Key Offerings
- Halo Glow Liquid Filter: A hybrid complexion booster-meets-filter, providing a soft-focus radiance. Competitors include Charlotte Tilbury's Hollywood Flawless Filter and L'Oreal Paris Glotion. Estimated revenue contribution is significant given its viral popularity, precise market share unavailable, but is a leading product for ELF.
- Power Grip Primer: A sticky gel primer that grips makeup for long-lasting wear. Competitors include Milk Makeup Hydro Grip Primer and Rare Beauty Always an Optimist Pore Diffusing Primer. Is one of the brands top 3 product lines for ELF. Precise market share unavailable.
- Putty Bronzer: A lightweight, non-greasy formula infused with argan oil for a bronzed complexion. Competitors include Rare Beauty Warm Wishes Effortless Bronzer Sticks and Fenty Match Stix Matte Contour Skinstick. Precise market share unavailable.
Market Dynamics
Industry Overview
The beauty industry is highly competitive and dynamic, driven by innovation, evolving consumer preferences, and increasing online sales. Trends include clean beauty, sustainability, inclusivity, and personalized skincare. The use of social media influencers plays a significant role.
Positioning
ELF Beauty is positioned as a value-driven brand offering high-quality products at affordable prices. Its competitive advantages include its strong online presence, efficient supply chain, innovative product development, and effective marketing strategies.
Total Addressable Market (TAM)
The global beauty market is estimated at hundreds of billions of dollars. ELF Beauty is positioned to capture a growing share of this TAM through its accessible pricing, trend-relevant products and effective digital marketing.
Upturn SWOT Analysis
Strengths
- Strong brand reputation
- Affordable pricing strategy
- Effective digital marketing
- Innovative product development
- Efficient supply chain
- Vegan and cruelty-free products
- Social Media Savvy
Weaknesses
- Limited retail presence compared to larger competitors
- Heavy reliance on digital marketing
- Potential margin pressure due to affordable pricing
- Dependence on trend cycles can impact demand
Opportunities
- Expansion into new product categories
- Increased retail partnerships
- International market expansion
- Strategic acquisitions of complementary brands
- Leveraging social media for direct-to-consumer sales
Threats
- Intense competition from established beauty brands
- Changing consumer preferences and trends
- Economic downturns affecting consumer spending
- Supply chain disruptions
- Increasing marketing costs
Competitors and Market Share
Key Competitors
- COTY
- PG
- EL
Competitive Landscape
ELF Beauty's advantages include its affordable pricing, strong online presence, and effective marketing. Its disadvantages include its smaller scale compared to larger competitors and limited retail presence.
Growth Trajectory and Initiatives
Historical Growth: ELF Beauty has experienced significant growth in recent years, driven by its successful product launches, effective marketing, and increasing online sales.
Future Projections: Analysts project continued growth for ELF Beauty, fueled by expansion into new markets and product categories, as well as sustained demand for affordable beauty products.
Recent Initiatives: Recent initiatives include expanding retail partnerships, investing in marketing and product innovation, and focusing on sustainability.
Summary
ELF Beauty is a rapidly growing company disrupting the beauty industry with its accessible pricing and innovative marketing. It has shown consistent growth and effective marketing. While its strong online presence is an advantage, its limited retail footprint and reliance on current trends necessitate caution and continued innovation. Future success hinges on maintaining brand relevance and expanding its customer base.
Similar Stocks
Sources and Disclaimers
Data Sources:
- Company Filings
- Market Research Reports
- Analyst Estimates
- Company Press Releases
Disclaimers:
The data and analysis provided are for informational purposes only and should not be considered as financial advice. Past performance is not indicative of future results. Market conditions are subject to change.
AI Summarization is directionally correct and might not be accurate.
Summarized information shown could be a few years old and not current.
Fundamental Rating based on AI could be based on old data.
AI-generated summaries may have inaccuracies (hallucinations). Please verify the information before taking action.
About ELF Beauty Inc
Exchange NYSE | Headquaters Oakland, CA, United States | ||
IPO Launch date 2016-09-22 | Chairman, CEO & President Mr. Tarang P. Amin | ||
Sector Consumer Defensive | Industry Household & Personal Products | Full time employees 633 | Website https://www.elfbeauty.com |
Full time employees 633 | Website https://www.elfbeauty.com | ||
e.l.f. Beauty, Inc., a beauty company, provides cosmetics and skin care products worldwide. The company offers eye, lip, face, paw, and skin care products. It offers products under the e.l.f. Cosmetics, e.l.f. Skin, Well People, Naturium, and Keys Soulcare brand names. The company sells its products through national and international retailer and direct-to-consumer through its e-commerce channel. e.l.f. Beauty, Inc. was formerly known as J.A. Cosmetics Holdings, Inc. and changed its name to e.l.f. Beauty, Inc. in April 2016. The company was founded in 2004 and is headquartered in Oakland, California.
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