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Upturn AI SWOT - About
ELF 
ELF Beauty Inc (ELF)
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Upturn Advisory Summary
09/12/2025: ELF (3-star) is a STRONG-BUY. BUY since 8 days. Simulated Profits (3.89%). Updated daily EoD!
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 $139.71
1 Year Target Price $139.71
| 9 | Strong Buy |
| 3 | Buy |
| 5 | Hold |
| 0 | Sell |
| 0 | Strong Sell |
Analysis of Past Performance
Type Stock | Historic Profit 220.88% | Avg. Invested days 38 | Today’s Advisory Strong Buy |
Upturn Star Rating | Upturn Advisory Performance  4.0 | Stock Returns Performance  5.0 |
| Profits based on simulation | Last Close 09/12/2025 |
Key Highlights
Company Size Mid-Cap Stock | Market Capitalization 7.67B USD | Price to earnings Ratio 80.01 | 1Y Target Price 139.71 |
Price to earnings Ratio 80.01 | 1Y Target Price 139.71 | ||
Volume (30-day avg) 17 | Beta 1.58 | 52 Weeks Range 49.40 - 147.33 | Updated Date 09/14/2025 |
52 Weeks Range 49.40 - 147.33 | Updated Date 09/14/2025 | ||
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 - | When - | Estimate - | 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 80.01 | Forward PE 39.06 | Enterprise Value 7816456583 | Price to Sales(TTM) 5.71 |
Enterprise Value 7816456583 | Price to Sales(TTM) 5.71 | ||
Enterprise Value to Revenue 5.82 | Enterprise Value to EBITDA 36.66 | Shares Outstanding 56734900 | Shares Floating 55372131 |
Shares Outstanding 56734900 | Shares Floating 55372131 | ||
Percent Insiders 2.6 | Percent Institutions 104.22 |
Upturn AI SWOT
ELF Beauty Inc
Company Overview
History and Background
ELF Beauty Inc. was founded in 2004 by Joseph Shamah and Scott Vincent Borba. It started as an online-only retailer offering affordable cosmetics. The company quickly gained popularity for its low prices and cruelty-free products. Over time, ELF expanded its distribution channels to include mass retailers, drugstores, and its own branded stores, becoming a major player in the beauty industry.
Core Business Areas
- Cosmetics: ELF Beauty's core segment offers a wide range of makeup products, including foundation, concealer, eyeshadow, lipstick, and blush.
- Skincare: The company also produces and sells skincare products such as cleansers, moisturizers, and serums.
- Tools & Accessories: This segment comprises makeup brushes, applicators, and other beauty-related tools.
Leadership and Structure
Tarang P. Amin serves as the Chairman and Chief Executive Officer. The company has a typical corporate structure with departments for marketing, finance, operations, and product development.
Top Products and Market Share
Key Offerings
- Halo Glow Liquid Filter: This is a popular complexion booster that delivers a radiant, soft-focus look. Competitors include Charlotte Tilbury's Hollywood Flawless Filter, L'Oreal's Lumi Glotion, and similar products from Rare Beauty and Fenty Beauty. Specific market share data is not publicly available for this single product.
- Power Grip Primer: A best-selling primer known for its sticky texture that helps makeup adhere to the skin. Competitors include Milk Makeup's Hydro Grip Primer, and other comparable primers from brands like Benefit Cosmetics and Smashbox. Specific market share data is not publicly available for this single product.
- Putty Bronzer: A cream to powder bronzer that gives the skin a sun-kissed glow. Competitors include Rare Beauty's Warm Wishes Effortless Bronzer Sticks and Fenty Beauty's Match Stix Matte Contour Skinstick. Specific market share data is not publicly available for this single product.
Market Dynamics
Industry Overview
The beauty industry is highly competitive and dynamic, driven by trends, innovation, and consumer demand for both mass-market and prestige products. Key trends include the rise of clean beauty, vegan formulations, and personalized skincare.
Positioning
ELF Beauty is positioned as an affordable, high-quality beauty brand that appeals to a wide range of consumers, particularly Gen Z and millennials. Its competitive advantage lies in its attractive price point, effective marketing, and strong social media presence.
Total Addressable Market (TAM)
The global beauty market is estimated to be worth hundreds of billions of dollars. ELF Beauty is well-positioned to capture a larger share of this market through product innovation and expanding its reach.
Upturn SWOT Analysis
Strengths
- Strong Brand Recognition
- Affordable Price Point
- Cruelty-Free Certification
- Effective Marketing and Social Media Presence
- Strong Sales Growth
Weaknesses
- Reliance on Mass Retailers
- Lower Profit Margins Compared to Prestige Brands
- Potential for Supply Chain Disruptions
- Brand perception might be associated with lower quality due to low price
Opportunities
- Expanding into International Markets
- Developing New Product Categories
- Increasing Direct-to-Consumer Sales
- Leveraging Influencer Marketing
- Acquisition targets
Threats
- Increased Competition
- Changing Consumer Preferences
- Economic Downturn
- Impact of social media trends on buying patterns
- Raw material cost increases
Competitors and Market Share
Key Competitors
- L'Oreal (OR.PA)
- Coty (COTY)
- Estu00e9e Lauder (EL)
Competitive Landscape
ELF Beauty competes effectively by offering high-quality products at a more affordable price point than many of its competitors. They have a strong brand presence on social media and are agile in responding to trends.
Major Acquisitions
Naturium
- Year: 2023
- Acquisition Price (USD millions): 355
- Strategic Rationale: Strengthens ELF's skincare offerings and expands its consumer reach.
Growth Trajectory and Initiatives
Historical Growth: ELF Beauty has experienced significant growth in recent years, driven by product innovation, successful marketing campaigns, and expanding distribution channels.
Future Projections: Analysts project continued revenue and earnings growth for ELF Beauty, supported by expanding market share and new product launches.
Recent Initiatives: Recent initiatives include expanding into new international markets and strategic partnerships with retailers and influencers.
Summary
ELF Beauty Inc. is a strong company with a solid growth trajectory, driven by its affordable pricing strategy and effective marketing. The company's strengths include a strong brand image, a focus on innovation, and growing market share. Potential challenges include increasing competition and the need to maintain profitability in a price-sensitive market. Their acquisition of Naturium shows they are serious about expanding their reach.
Peer Comparison
Sources and Disclaimers
Data Sources:
- Company SEC Filings (10-K, 10-Q)
- Industry Reports (e.g., from IBISWorld, MarketWatch)
- Company Investor Relations
- Analyst Reports
- Press Releases
Disclaimers:
The information provided is for informational purposes only and should not be considered financial advice. Market conditions and company performance are subject to change. Market share estimates are approximate. I am an AI chatbot and cannot provide financial advice.
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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