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Upturn AI SWOT - About
ELF 
ELF Beauty Inc (ELF)
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Upturn Advisory Summary
10/30/2025: 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 $152.93
1 Year Target Price $152.93
| 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 10/30/2025 |
Key Highlights
Company Size Mid-Cap Stock | Market Capitalization 7.20B USD | Price to earnings Ratio 75.14 | 1Y Target Price 152.93 |
Price to earnings Ratio 75.14 | 1Y Target Price 152.93 | ||
Volume (30-day avg) 17 | Beta 1.57 | 52 Weeks Range 49.40 - 150.99 | Updated Date 10/30/2025 |
52 Weeks Range 49.40 - 150.99 | Updated Date 10/30/2025 | ||
Dividends yield (FY) - | Basic EPS (TTM) 1.69 |
Analyzing Revenue: Products, Geography and Growth
Revenue by Geography
Geography revenue - Year on Year
Earnings Date
Report Date 2025-11-05 | When - | Estimate 0.5666 | Actual - |
Profitability
Profit Margin 7.29% | Operating Margin (TTM) 13.77% |
Management Effectiveness
Return on Assets (TTM) 7.74% | Return on Equity (TTM) 12.97% |
Valuation
Trailing PE 75.14 | Forward PE 39.22 | Enterprise Value 7855603666 | Price to Sales(TTM) 5.37 |
Enterprise Value 7855603666 | Price to Sales(TTM) 5.37 | ||
Enterprise Value to Revenue 5.85 | Enterprise Value to EBITDA 36.84 | Shares Outstanding 56734903 | Shares Floating 55426596 |
Shares Outstanding 56734903 | Shares Floating 55426596 | ||
Percent Insiders 2.5 | Percent Institutions 103.48 |
Upturn AI SWOT
ELF Beauty Inc
Company Overview
History and Background
ELF Beauty Inc. (ELF) was founded in 2004 by Joseph Shamah and Scott Vincent Borba. It quickly gained popularity for its affordable and cruelty-free makeup products, primarily sold online. Over time, ELF expanded into retail partnerships and broadened its product line to include skincare and beauty tools.
Core Business Areas
- Cosmetics: ELF's core business centers around color cosmetics including eyeshadows, lipsticks, foundations, and concealers. These products are targeted towards Gen Z and millennial consumers.
- Skincare: ELF offers a range of skincare products including cleansers, moisturizers, serums, and masks. These products complement their makeup line and cater to the growing demand for affordable skincare.
- Tools and Brushes: ELF sells makeup brushes, applicators, and other beauty tools that are designed to work with their makeup and skincare products. These tools help to enhance the application process and improve results.
Leadership and Structure
Tarang P. Amin serves as Chairman and Chief Executive Officer. The company has a board of directors and operates with a functional organizational structure, with departments overseeing product development, marketing, sales, finance, and operations.
Top Products and Market Share
Key Offerings
- Halo Glow Filter: A complexion booster designed to be worn alone, under, or over makeup. Competitors include Charlotte Tilbury (Pillow Talk Flawless Filter), L'Oreal (Lumi Glotion). While ELF doesn't publicly disclose specific revenue for this product, it is known to be a top-selling item. They are gaining Market share due to the cheaper price with similar function.
- Putty Primer: A face primer intended to smooth and prep the skin for makeup application. Main competitors are Tatcha (The Liquid Silk Canvas) and Maybelline (FaceStudio Master Prime Primer). While ELF doesn't publicly disclose revenue for each product, it is known to be popular, and they are gaining market share.
- Brushes: ELF offers a wide range of affordable makeup brushes for different applications. Competitors include Morphe, Real Techniques, and Sephora Collection brushes. ELF dominates the low-cost brush market and they continue to hold market share.
Market Dynamics
Industry Overview
The beauty industry is highly competitive and dynamic, influenced by evolving consumer preferences, social media trends, and technological advancements. The industry includes global players and indie brands alike, all vying for the attention of consumers.
Positioning
ELF Beauty Inc. is positioned as a value-driven brand that offers high-quality products at accessible prices. Its focus on ethical sourcing, cruelty-free practices, and a strong online presence gives it a competitive edge. They are primarily focused on Gen Z and Millennial demographics.
Total Addressable Market (TAM)
The global beauty market is estimated at over $400 billion. ELF's focus on affordable cosmetics positions it well to capture a portion of this massive TAM.
Upturn SWOT Analysis
Strengths
- Affordable Price Points
- Cruelty-Free and Vegan Products
- Strong Brand Recognition Among Gen Z and Millennials
- Effective Social Media Marketing
- Product Innovation
Weaknesses
- Lower Perceived Value Compared to Luxury Brands
- Reliance on Third-Party Retailers
- Limited Presence in Certain International Markets
- Potential for Margin Compression Due to Price Sensitivity
Opportunities
- Expansion into New Product Categories (e.g., Haircare)
- Increased International Expansion
- Strategic Partnerships with Influencers and Retailers
- Further Development of Online Sales Channels
- Acquisition of Complementary Brands
Threats
- Increased Competition from Other Affordable Beauty Brands
- Changing Consumer Preferences
- Economic Downturn Impacting Consumer Spending
- Supply Chain Disruptions
- Counterfeit Products
Competitors and Market Share
Key Competitors
- Ulta Beauty (ULTA)
- Coty (COTY)
- L'Oreal (OR.PA)
Competitive Landscape
ELF Beauty Inc. competes primarily on price and accessibility. It has successfully carved out a niche among younger consumers who are looking for affordable and cruelty-free beauty products. Competitors such as Ulta Beauty and L'Oreal have a more established brand presence, broader product portfolios, and greater resources.
Major Acquisitions
Naturium
- Year: 2023
- Acquisition Price (USD millions): 355
- Strategic Rationale: The strategic rationale behind the acquisition was to strengthen ELF's skincare offerings and tap into the high-growth skincare market. This acquisition expands ELF's product portfolio and increases its customer base.
Growth Trajectory and Initiatives
Historical Growth: ELF has experienced significant growth in recent years, driven by its strong brand recognition, effective marketing, and affordable pricing.
Future Projections: Analysts project continued revenue growth for ELF Beauty Inc., driven by new product introductions, international expansion, and the increasing popularity of its brand among younger consumers.
Recent Initiatives: Recent initiatives include expanding its skincare line, launching new marketing campaigns on TikTok and Instagram, and increasing its presence in international markets.
Summary
ELF Beauty Inc. is a strong company with a clear focus on affordable beauty, resonating with Gen Z and millennials. Their effective social media marketing and product innovation are driving growth. However, they need to be mindful of increased competition and maintain their brand image. Strategic acquisitions can further strengthen their position.
Similar Stocks
Sources and Disclaimers
Data Sources:
- ELF Beauty Inc. Investor Relations
- Company SEC Filings
- Market Research Reports
- Earnings Call Transcripts
- Analyst Reports
Disclaimers:
The information provided is for informational purposes only and should not be considered investment advice. Market data and analyst estimates are subject to change. Past performance is not indicative of future results.
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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