Home 
Today's Top Picks 
Top Performers 
Watchlist 
My Robo Portfolios 
ETF Zone 
How It Works 
News - Chart
- Upturn Summary
- Highlights
- Revenue
- Valuation
Upturn AI Summary - About
ELF Beauty Inc(ELF)
Top performer 
Advisory History & Simulated Performance *
*as per simulation (see disclosures)- ALL
- 1Y
- 1M
- 1W
- BUY Advisory
- SELL Advisory (Profit)
- SELL Advisory (Loss)
- Profit
- Loss
- PASS (Skip)
Stock price based on last close Advisory Performance History (Simulated)
Upturn Advisory & Investor View for ELF
11/06/2026: ELF (5-star) is a STRONG-BUY. BUY for 21 days. Simulated Profits (6.33%). Updated daily EoD!
e.l.f. Beauty is a high-growth cosmetic and skincare company recognized for its agile, digital-first approach to the value-driven beauty market. The company has a leading position in the 'masstige' category, successfully utilizing viral social media strategies and a responsive supply chain to drive product popularity. Its primary growth story revolves around international expansion and the integration of new brands like Naturium to capture deeper skincare market share. However, investors face risks regarding intense competition from global beauty giants, sensitivity to promotional costs, and retail partner reliance. The stock may best suit growth-oriented investors who are willing to navigate the inherent volatility of a high-valuation consumer company.
How to Read the Upturn Advisory
The Upturn Star Rating and the current BUY, SELL, or PASS advisory are generated by Upturn’s AI advisory engine based on proprietary signal analysis, price behavior, advisory history, and historical signal performance.
Company fundamentals, valuation, risks, and news provide supporting context about the business.
Investor Fit
| Investor style | Fit | Why |
|---|---|---|
| Growth investor | Strong fit | The company exhibits strong revenue growth and continues to expand its addressable market. |
| Momentum investor | Strong fit while signal remains positive | The stock often tracks with strong positive sales momentum and viral product success. |
| Value investor | Mixed fit | While the product is value-oriented, the stock often trades at a premium multiple reflecting its growth potential. |
| Dividend investor | Weak fit | The company does not pay dividends, prioritizing capital reinvestment. |
| Low-risk investor | Weak fit | High growth stocks in the consumer discretionary sector are typically subject to significant market volatility. |
Risk Profile
| Risk factor | Level | Why it matters |
|---|---|---|
| Price volatility | High | As a high-growth consumer stock, price fluctuations can be frequent based on sentiment and earnings cycles. |
| Valuation risk | Medium / high | High P/E ratios mean the stock price is sensitive to any deceleration in growth. |
| Competition risk (Beauty market) | High | The beauty industry is fiercely competitive with low barriers to entry for new, trend-driven entrants. |
| Business quality | Strong | The company has demonstrated a resilient and scalable business model with strong brand affinity. |
| Dividend income | Low / none | Investors should not expect income generation from this holding. |
| Execution risk | Medium | Successfully integrating acquisitions and maintaining pace in international markets is critical for long-term growth. |
Price Behavior
Strong Uptrend
The stock has maintained a strong upward price trend across the last three quarters.
Choppy
The stock has experienced frequent reversals and pronounced short-term price swings.
Analysis of Past Performance
Type Stock | Historic Profit 216.39% | Avg. Invested days 39 | Today’s Advisory Strong Buy |
Upturn Advisory Rating  | Upturn Advisory Performance  4.0 | Stock Returns Performance  5.0 |
| Profits based on simulation | Last Close 11/06/2026 |
Upturn Scorecard
Upturn Star Rating 
Company Fundamentals
Financial Health Rating
Growth Momentum Score
Ownership
Top 5 Institutional Investors
Unit Economics (Per $1K Revenue)
Economic Dimensions
Quantitative Style Profile
Style Classification
Quality Focused
Key Highlights
Company Size Mid-Cap Stock | Market Capitalization 6.87B USD | Price to earnings Ratio 81.79 | 1Y Target Price 123.75 |
Price to earnings Ratio 81.79 | 1Y Target Price 123.75 | ||
Volume (30-day avg) 1.4M shares | Beta 1.58 | 52 Weeks Range 48.82 - 123.13 | Updated Date 11/08/2026 |
52 Weeks Range 48.82 - 123.13 | Updated Date 11/08/2026 | ||
Dividends yield (FY) - | Basic EPS (TTM) 1.42 |
How Company Makes Money
| Business area | What it includes | Retail investor read |
|---|---|---|
| Cosmetics | Includes products like Power Grip Primer and Camo Concealer sold via retailers and e-commerce. | This is the primary engine of revenue, driven by high-velocity makeup product sales. |
| Skincare | Includes brands like Naturium and Holy Hydration! skincare lines. | A high-growth segment leveraging ingredient-based science for repeat purchasing. |
| Geography | Primary operations in the US, with growing international distribution. | The company is successfully expanding its brand reach beyond its traditional US stronghold. |
Analyzing Revenue: Products, Geography and Growth
Revenue by Products
Product revenue - Year on Year
Revenue by Geography
Geography revenue - Year on Year
Earnings Date
Report Date 2026-11-04 | When After Market | Estimate 0.37 | Actual 0.8 |
Profitability
Profit Margin 4.47% | Operating Margin (TTM) 13.15% |
Management Effectiveness
Return on Assets (TTM) 5.44% | Return on Equity (TTM) 7.33% |
Valuation
Trailing PE 81.79 | Forward PE 39.84 | Enterprise Value 7.44B | Price to Sales(TTM) 3.54 |
Enterprise Value 7.44B | Price to Sales(TTM) 3.54 | ||
Enterprise Value to Revenue 3.84 | Enterprise Value to EBITDA 27 | Shares Outstanding 59.15M | Shares Floating 57.54M |
Shares Outstanding 59.15M | Shares Floating 57.54M | ||
Percent Insiders 2.86 | Percent Institutions 96.73 |
Financial Metrics
🧭 Investment Snapshot
Total Revenue (Scale)
Total money earned from selling products or services before any costs. It is needed to understand the scale of the business and its ability to generate income.
Net Income (Profit)
Final profit after all expenses, interest, and taxes are deducted. It is needed to determine the overall profitability available to shareholders.
Free Cash Flow (Cash Strength)
Cash remaining after operating activities and capital expenditures, showing cash available for growth. It is needed to evaluate the company’s ability to invest, pay dividends, or reduce debt.
📈 Growth & Strength
Operating Income (Core Profit)
Profit from core operations after deducting all operating expenses. It is needed to measure how efficiently the company runs its primary business activities.
EBITDA (Cash Earnings)
Earnings before interest, taxes, depreciation, and amortization, indicating operating cash potential. It is needed to compare operating performance across companies without accounting or financing differences.
Gross Profit (Unit Profitability)
Revenue minus cost of revenue, showing profit after direct production costs. It is needed to evaluate core business profitability before overhead expenses.
🛡️ Financial Safety
Cash (Liquidity Buffer)
Total cash and cash equivalents on hand. It is needed to evaluate immediate liquidity and financial flexibility.
Total Debt (Leverage Risk)
Total debt including both short-term and long-term components. It is needed to assess the company’s leverage and financial risk.
Net Working Capital (Short-Term Health)
Current assets minus current liabilities, indicating short-term liquidity strength. It is needed to assess whether the company can meet its short-term obligations.
🧱 Balance Sheet Strength
Stockholder Equity (Net Worth)
Total equity value held by shareholders. It is needed to understand the net worth of the company from the owners’ perspective.
Total Assets (Asset Base)
The full value of everything the company owns, including cash, inventory, equipment, and investments. It is needed to understand the resource base used to generate revenue.
Income Before Tax (Pre-Tax Earnings)
Income before provision for income taxes. It is needed to analyze profitability independent of tax structures.
⚙️ Cost & Drag Factors
Cost of Revenue (Production Cost)
Direct costs required to produce and deliver the products or services sold. It is needed to assess efficiency in production and service delivery.
Total Operating Expenses (Operating Cost)
Indirect costs of running the business such as salaries, marketing, and administration. It is needed to understand how much it costs to sustain ongoing business operations.
Income Tax Expense (Tax Drag)
Amount of taxes paid or payable to the government. It is needed to evaluate the impact of taxation on overall profitability.
Note: This website is maintained by Upturn Corporation, which is an investment adviser registered with the U.S. Securities and Exchange Commission. Such registration does not imply a certain level of skill or training. Investing in securities has risks. Past performance is no guarantee of future returns. No assurance is provided as to any particular investment return, and you may lose money using our services. You are strongly advised to consult appropriate counsel before making any investments in companies you learn about through our services. You should obtain appropriate legal, tax, investment, accounting, and other advice that takes into account your investment portfolio and overall financial situation. You are solely responsible for conducting due diligence on a potential investment. We do not affect trades for you. You will select your own broker through which to transact. Investments are not FDIC insured, they are not guaranteed, and they may lose value. Please see the Privacy Policy, Terms of Use, and Disclosure for more information.
All company names, trademarks, logos, and brands are the property of their respective owners and are used for identification and informational purposes only. Use of these names, trademarks, and logos does not imply endorsement by their respective owners.