elf Beauty Inc
F:0EF
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elf Beauty Inc
F:0EF
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ABM Industries Inc
F:AB4
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elf Beauty Inc
e.l.f. Beauty makes mass-market cosmetics and skincare products under brands such as e.l.f. Cosmetics, e.l.f. SKIN, and Keys Soulcare. Its core products include makeup items like foundation, concealer, lip color, and eye products, along with facial cleansers, moisturizers, and other skin care essentials. The company focuses on affordable beauty products that appeal to everyday shoppers rather than luxury buyers. e.l.f. sells mainly through retailers, e-commerce sites, and its own direct-to-consumer channels. Its customers are beauty consumers who want low-priced, trend-driven products, especially younger shoppers and value-conscious buyers. The company makes money by designing, marketing, and selling its own branded products, then collecting the margin between what it pays to make or source them and what retailers or consumers pay. What makes e.l.f. different is its role as a fast-moving brand builder in a category usually dominated by much larger names. It competes by watching social media trends, launching products quickly, and keeping prices low enough to encourage trial and repeat purchases. That gives it a simple business model: create products people can easily try, sell them through familiar retail channels, and build loyalty through brand recognition and frequent new product releases.
e.l.f. Beauty makes mass-market cosmetics and skincare products under brands such as e.l.f. Cosmetics, e.l.f. SKIN, and Keys Soulcare. Its core products include makeup items like foundation, concealer, lip color, and eye products, along with facial cleansers, moisturizers, and other skin care essentials. The company focuses on affordable beauty products that appeal to everyday shoppers rather than luxury buyers.
e.l.f. sells mainly through retailers, e-commerce sites, and its own direct-to-consumer channels. Its customers are beauty consumers who want low-priced, trend-driven products, especially younger shoppers and value-conscious buyers. The company makes money by designing, marketing, and selling its own branded products, then collecting the margin between what it pays to make or source them and what retailers or consumers pay.
What makes e.l.f. different is its role as a fast-moving brand builder in a category usually dominated by much larger names. It competes by watching social media trends, launching products quickly, and keeping prices low enough to encourage trial and repeat purchases. That gives it a simple business model: create products people can easily try, sell them through familiar retail channels, and build loyalty through brand recognition and frequent new product releases.
Growth still strong: Fiscal 2026 net sales grew 25% and adjusted EBITDA grew 13%, marking e.l.f. Beauty’s seventh straight year of industry-leading results and 29 straight quarters of net sales growth.
Core brand slowdown: Management said e.l.f. brand consumption slowed from high single digits in fiscal 2026 to low single digits over the last 12 weeks, with spring innovation starting more slowly than expected.
Pricing reset: The company is testing lower prices on select items to improve value and unit velocity after a $1 price increase in August 2025 had boosted dollars but hurt units.
Rhode momentum: Rhode remained a standout, with about $390 million in net sales on a pro forma basis in fiscal 2026 and over $500 million in global retail sales annualized, while management sees more runway in the U.S. and Europe.
FY27 outlook: Management guided to 12% to 14% net sales growth and adjusted EPS of $3.27 to $3.32, while assuming only modest organic growth of 4% to 5% for the year.
Costs and tariffs: Gross margin is expected to be roughly flat as lower tariff costs and pricing help offset mix pressure, and the outlook assumes tariffs remain at 35% with no tariff refund included.
