Track market-moving stories before they get noisy

Investors often turn to recommendations made by Wall Street analysts before making a Buy, Sell, or Hold decision about a stock. While media reports about rating changes by these brokerage-firm employed (or sell-side) analysts often affect a stock's price, do they really matter?

Let's take a look at what these Wall Street heavyweights have to say about e.l.f. Beauty (ELF - Free Report) before we discuss the reliability of brokerage recommendations and how to use them to your advantage.

e.l.f. Beauty currently has an average brokerage recommendation (ABR) of 1.63, on a scale of 1 to 5 (Strong Buy to Strong Sell), calculated based on the actual recommendations (Buy, Hold, Sell, etc.) made by 19 brokerage firms. An ABR of 1.63 approximates between Strong Buy and Buy.

Of the 19 recommendations that derive the current ABR, 13 are Strong Buy, representing 68.4% of all recommendations.

Brokerage Recommendation Trends for ELF

Check price target & stock forecast for e.l.f. Beauty here>>>

The ABR suggests buying e.l.f. Beauty, but making an investment decision solely on the basis of this information might not be a good idea. According to several studies, brokerage recommendations have little to no success guiding investors to choose stocks with the most potential for price appreciation.

Are you wondering why? The vested interest of brokerage firms in a stock they cover often results in a strong positive bias of their analysts in rating it. Our research shows that for every "Strong Sell" recommendation, brokerage firms assign five "Strong Buy" recommendations.

This means that the interests of these institutions are not always aligned with those of retail investors, giving little insight into the direction of a stock's future price movement. It would therefore be best to use this information to validate your own analysis or a tool that has proven to be highly effective at predicting stock price movements.

Zacks Rank, our proprietary stock rating tool with an impressive externally audited track record, categorizes stocks into five groups, ranging from Zacks Rank #1 (Strong Buy) to Zacks Rank #5 (Strong Sell), and is an effective indicator of a stock's price performance in the near future. Therefore, using the ABR to validate the Zacks Rank could be an efficient way of making a profitable investment decision.

Zacks Rank Should Not Be Confused With ABRIn spite of the fact that Zacks Rank and ABR both appear on a scale from 1 to 5, they are two completely different measures.

Broker recommendations are the sole basis for calculating the ABR, which is typically displayed in decimals (such as 1.28). The Zacks Rank, on the other hand, is a quantitative model designed to harness the power of earnings estimate revisions. It is displayed in whole numbers -- 1 to 5.

It has been and continues to be the case that analysts employed by brokerage firms are overly optimistic with their recommendations. Because of their employers' vested interests, these analysts issue more favorable ratings than their research would support, misguiding investors far more often than helping them.

On the other hand, earnings estimate revisions are at the core of the Zacks Rank. And empirical research shows a strong correlation between trends in earnings estimate revisions and near-term stock price movements.

Furthermore, the different grades of the Zacks Rank are applied proportionately across all stocks for which brokerage analysts provide earnings estimates for the current year. In other words, at all times, this tool maintains a balance among the five ranks it assigns.

Another key difference between the ABR and Zacks Rank is freshness. The ABR is not necessarily up-to-date when you look at it. But, since brokerage analysts keep revising their earnings estimates to account for a company's changing business trends, and their actions get reflected in the Zacks Rank quickly enough, it is always timely in indicating future price movements.

Is ELF a Good Investment?In terms of earnings estimate revisions for e.l.f. Beauty, the Zacks Consensus Estimate for the current year has increased 0.9% over the past month to $3.67.

Analysts' growing optimism over the company's earnings prospects, as indicated by strong agreement among them in revising EPS estimates higher, could be a legitimate reason for the stock to soar in the near term.

The size of the recent change in the consensus estimate, along with three other factors related to earnings estimates, has resulted in a Zacks Rank #1 (Strong Buy) for e.l.f. Beauty. You can see the complete list of today's Zacks Rank #1 (Strong Buy) stocks here >>>>

Therefore, the Buy-equivalent ABR for e.l.f Beauty may serve as a useful guide for investors.

An updated edition of the Aug. 25, 2026 article.

The beauty and cosmetics industry remains an attractive space for investors, supported by changing lifestyles, growing interest in personal grooming and a steady flow of product innovations. Skincare, haircare, makeup and fragrances continue to attract consumer attention as beauty routines become more closely linked to everyday wellness. The availability of products across different price ranges also helps the industry cater to a broad customer base.

Consumer expectations are evolving, prompting beauty companies to rethink their product offerings and marketing strategies. Shoppers are increasingly focused on product performance, ingredient quality and affordability. Demand for solutions addressing specific skincare and haircare needs is creating opportunities for specialized offerings. Meanwhile, the growing popularity of premium beauty products and affordable alternatives reflects the diverse spending preferences across consumer groups.

Innovation is helping companies tap into these changing preferences. Brands are exploring improved formulations, convenient packaging and products designed for multiple uses. Interest in personalized beauty solutions and wellness-focused offerings is also encouraging product development. These initiatives can help companies attract new customers, strengthen brand engagement and encourage repeat purchases in a competitive marketplace.

The expansion of digital shopping channels is adding another dimension to industry growth. Online platforms and social media are influencing product discovery, while physical stores remain important for hands-on experiences and expert guidance. Sally Beauty Holdings, Inc. (SBH - Free Report) participates in this market through professional haircare and beauty retail, while Kenvue Inc. (KVUE - Free Report) has exposure to skincare and personal care through brands such as Neutrogena and Aveeno.

The beauty industry's long-term prospects remain tied to product innovation, consumer engagement and effective distribution strategies. Although promotional activity, competition and cautious discretionary spending could create challenges, companies that respond quickly to changing demand may find opportunities to expand their market presence. Investors seeking exposure to evolving beauty industry trends may explore e.l.f. Beauty, Inc. (ELF - Free Report) , The Estee Lauder Companies Inc. (EL - Free Report) and Ulta Beauty, Inc. (ULTA - Free Report) featured in our Beauty & Cosmetics Screen as stocks worth keeping on their radar.

Explore 40 cutting-edge investment themes with Zacks Thematic Investing Screens and discover your next big opportunity.

3 Beauty and Cosmetic Stocks in FocusAs consumer interest in ethical, ingredient-conscious and affordable beauty products evolves, e.l.f. Beauty is strengthening its presence through vegan formulations, cruelty-free practices and continuous innovation. The Zacks Rank #1 (Strong Buy) company follows its e.l.f. clean standards, which exclude more than 2,500 ingredients, while its cruelty-free credentials are backed by PETA and Leaping Bunny certifications. Its emphasis on accessible pricing further supports its appeal among value-conscious beauty shoppers. You can see the complete list of today’s Zacks #1 Rank (Strong Buy) stocks here.

Innovation remains central to ELF’s efforts to address changing consumer preferences. The company combines community-driven product development with prestige-inspired offerings at affordable prices. Products such as Main Stain Lip Marker, Power Grip Rose Setting Spray and Sheer For It Blush Tint demonstrate this approach. Beyond cosmetics, e.l.f. SKIN extends its presence in skincare, while e.l.f. Hair marks its expansion into haircare with an affordable, vegan and cruelty-free assortment.

Portfolio diversification supports the company's participation in emerging beauty trends. Naturium addresses interest in science-backed skincare through clinically focused, biocompatible formulations, including the Glow Getter collection. Meanwhile, rhode caters to demand for simplified skincare routines and hybrid makeup essentials. Alongside digital engagement and international retail expansion, these initiatives strengthen e.l.f. Beauty's ability to serve diverse consumer preferences across beauty categories.

The growing demand for high-performance skincare, luxury fragrances and ingredient-conscious beauty products is creating fresh opportunities in the global beauty market. The Estee Lauder Companies is addressing these trends through its diverse brand portfolio, scientific expertise and product innovation. Its Beauty Reimagined strategy emphasizes faster innovation and consumer-focused offerings. The company is also advancing green chemistry, ingredient transparency and sustainable packaging while offering natural and vegan formulations across select products.

Innovation remains a key priority as the Zacks Rank #2 (Buy) company responds to changing beauty preferences. Clinique and The Ordinary are tapping into emerging ingredient trends through PDRN-based skincare innovations, while Estee Lauder is exploring longevity-focused solutions. The Ordinary and Aveda also support demand for cruelty-free beauty, while Clinique is expanding its sensitive-skin offerings. Meanwhile, M·A·C is introducing new lip products, and Jo Malone London, TOM FORD and Le Labo strengthen their luxury fragrance portfolios.

Digital transformation supports EL's beauty strategy. The company is expanding into social commerce and specialty beauty channels while using AI-enabled insights to improve personalization and marketing effectiveness. These efforts, alongside responsible formulation practices, faster innovation cycles and targeted retail expansion, could enhance consumer engagement and strengthen EL's competitiveness across global beauty categories.

Beauty shopping is increasingly influenced by product transparency, ethical practices and personalized experiences. Ulta Beauty is addressing these preferences through its Conscious Beauty initiative, which helps shoppers identify brands offering clean ingredients, vegan formulations, cruelty-free products and sustainable packaging. The company's Ulta Beauty Collection also emphasizes clean ingredients and cruelty-free standards, supporting its efforts to make conscious beauty choices more accessible.

Product innovation and assortment expansion remain central to Ulta Beauty's strategy. The company is strengthening its K-Beauty portfolio with brands such as Dr.Melaxin, numbuzin and Centellian24, catering to interest in innovative skincare. Brands such as Rare Beauty, amika and Moroccanoil broaden its makeup and haircare offerings. Meanwhile, fragrance launches from Khloé Kardashian and Megan Thee Stallion enhance product discovery. ULTA is also expanding its wellness assortment through brands such as HigherDOSE and good day by Patchology.

Digital transformation boosts this Zacks Rank #3 (Hold) company's efforts to address changing shopping habits. Ulta Beauty is expanding its TikTok Shop presence, leveraging AI-powered shopping tools and using loyalty insights to deliver personalized experiences. ULTA’s growing online marketplace, omnichannel capabilities and international expansion through Space NK could strengthen customer engagement and broaden its reach across evolving beauty categories.

As consumer spending patterns evolve, high-growth brands in the beverage and beauty spaces are vying for dominance in retail portfolios. Choosing between Dutch Bros (BROS -4.35%) and e.l.f. Beauty (ELF +0.15%) requires a close look at their expansion strategies.

Dutch Bros has disrupted the coffee market with a culture-focused, drive-thru model, while e.l.f. Beauty has captured the cosmetics world through digital-first marketing and affordable quality. Both companies are scaling rapidly and share similar retail partners, making them popular choices for investors seeking exposure to fast-moving consumer sectors with high brand loyalty.

The case for Dutch BrosDutch Bros operates a rapidly growing network of drive-thru beverage shops that prioritize speed and a unique brand culture centered on hand-crafted coffee and energy drinks. Its footprint has expanded to over 1,225 locations across twenty-five states, positioning the company as a prominent player among retail stocks. The company leverages partnerships with Target (TGT +0.02%), Walmart (WMT -0.11%), and Amazon (AMZN -0.65%) while using a proprietary mobile app to manage its loyalty program and direct sales.

In its latest annual report for the fiscal year ended Dec. 31, 2025, the company reported that revenue reached nearly $1.6 billion. This performance represents a revenue growth of approximately 27.9% compared with the prior fiscal year, driven by both new shop openings and rising popularity. Net income for the period reached close to $79.8 million, showing a significant improvement in its net margin which reached roughly 4.9%.

As of its December 2025 balance sheet, the debt-to-equity ratio is approximately 1.6x, a metric that compares total debt to shareholder equity to show how much leverage the company uses. The current ratio, measuring the ability to cover short-term debts with short-term assets, is roughly 1.5x. For the fiscal year ended Dec. 31, 2025, the company generated free cash flow of nearly $54.4 million, which represents cash from operations minus capital expenditures.

The case for e.l.f. Beautye.l.f. Beauty has disrupted the traditional cosmetics industry by offering high-quality, cruelty-free products at accessible price points, primarily targeting younger, digitally native consumers. The company has expanded its portfolio to include brands such as rhode and Naturium, selling through its own e-commerce platforms and major retail partners like Target, Walmart, and Amazon. Its strategy relies on rapid product innovation and a high-engagement social media presence to maintain its competitive edge in the beauty market.

According to its latest annual report for the fiscal year ended March 31, 2026, revenue reached close to $1.6 billion. This result reflects revenue growth of nearly 24.6% compared with the prior fiscal year as the company expanded its international presence and skincare offerings. Net income for the year was approximately $26.3 million, and its net margin reached roughly 1.6% as the company integrated recent acquisitions and increased marketing spend.

As of its March 2026 balance sheet, the debt-to-equity ratio is roughly 0.8x, indicating that the company uses less debt relative to its equity than its peer. Note that stock-based compensation represented roughly 40.9% of operating cash flow, which inflates reported cash generation since SBC is a non-cash expense added back in the cash flow statement. For the fiscal year ended March 31, 2026, free cash flow reached nearly $190.1 million while the current ratio was approximately 2.3x.

Risk profile comparisonDutch Bros faces intense competition from established coffee shops and quick-service restaurants that require continuous innovation to maintain market share. The company must successfully execute its rapid expansion strategy, which includes securing suitable drive-thru sites and retaining qualified staff to manage its new locations. It also carries risks of supply chain volatility for coffee, dairy, and key packaging materials, which are often exacerbated by inflationary pressures and potential trade tariffs.

e.l.f. Beauty operates in a crowded market alongside multinational corporations and emerging influencer-backed brands that challenge its ability to maintain shelf space. The company relies heavily on third-party manufacturers in China, which exposes its operations to geopolitical risks and trade tariffs that could disrupt its supply chain. It also faces challenges integrating recent acquisitions like rhode and managing cybersecurity for its digital platforms as it utilizes more AI-driven data tools.

Valuation comparisonInvestors may find e.l.f. Beauty more attractive on a valuation basis, as it carries lower multiples despite its significant growth profile.

MetricDutch Brose.l.f. BeautyForward P/E44.7x31.1xP/S ratio4.3x3.8xValuation metrics include sourcing from Financial Modeling Prep (FMP) and may differ from other data providers.

Here are two brands winning over younger consumers in very different ways, and both are doing it well. But I'd go with Dutch Bros.

Dutch Bros has turned drive-thru coffee into something closer to a cultural phenomenon, with the numbers to back it up. In Q2 2026, revenue grew more than 30% year over year, and same-shop sales grew through actual transaction increases, not just higher prices. The newest locations are outperforming expectations, which tells you the brand travels well beyond its Pacific Northwest roots.

e.l.f. Beauty is one of the more impressive consumer growth stories around. In Q1 fiscal 2027, net sales grew 36%, marking 30 consecutive quarters of growth, and the company raised its full-year outlook substantially. The good news is the Rhode acquisition is contributing meaningfully to growth. But rising costs are squeezing margins, and the stock has pulled back from its highs.

For investors thinking long term, Dutch Bros' combination of traffic-driven growth and a long runway of new locations gives it the edge. We'll get a fresh update when both companies report results in early November.

e.l.f. Cosmetics, a brand from e.l.f. Beauty (NYSE: ELF) today announced a collaboration with Sanrio to bring Kuromi™ into Glow Up!, e.l.f.'s immersive beau

CNBC CFO Council member Mandy Fields has helped lead E.l.f. Beauty through massive growth in recent years. The cosmetics and skincare company has evolved from a small budget-friendly makeup brand focused on cruelty-free products into a global powerhouse.  

That includes the $1 billion acquisition of lifestyle beauty brand Rhode in 2025 and the $355 million acquisition of skincare company Naturium in 2023, as well as its own organic growth — the company recorded its 30th consecutive quarter of net sales growth in August. Annual net sales for E.l.f.'s 2026 fiscal year, which ended in March, were $1.636 billion, up 25% year-over year. 

Fields, who was named CFO in 2019, said that even as the business has expanded, E.l.f. has made it a priority to uphold its original values. "We are intentional about staying true to that mission of making the best of beauty accessible," she said. "That really is something that we think about and talk about all of the time." 

Like many retailers, Fields has seen consumers be "choiceful with how they spend." But because of E.l.f.'s affordability, she said, the company is in a good spot.  

"Seventy-five percent of our portfolio is $10 or less," she said. " [Consumers] are still voting for E.l.f. because of the value proposition, the innovation, the fun marketing and digital that we bring to the table, the accessibility."  

Managing through tariff, cost pressuresThat mission to make beauty accessible faced major headwinds as the Trump administration rolled out its tariff policy. 

E.l.f., which sources roughly 40% of its products from China, took a hit of more than $50 million last year. In August 2025, the company increased prices by about $1 across its portfolio of products, a decision driven both by tariffs and inflation. 

The company was transparent about the increases, and while E.l.f. CEO Tarang Amin told CNBC's Jim Cramer at the time that consumers appreciated the openness, Fields said the higher prices ultimately caused sales to decrease.  

But as tariff policies were struck down by the Supreme Court, E.l.f. received about $50 million in tariff refunds, plus some interest payments related to the duties. That led its net income to grow by about 100% and its gross margin to grow by 14 percentage points compared to the prior year in its first quarter ending in August, according to the company's earnings report. 

When those tariff refunds came in, the company walked back many of the previous price increases. However, it found that only 10% of items saw a meaningful jump in sales as a result. Using a portion of the refund, E.l.f. is keeping those particular items at that lower price point.  

The majority of E.l.f.'s refund, Fields said, is going toward marketing – an area that has been a core priority.   

Marketing has helped the company build and maintain its brand. "We spend 23% to 25% of our net sales behind marketing and digital," Fields said. "We've used that marketing to stay very connected to our community. " 

Blending community and influencer marketingA big part of E.l.f.'s strategy is leveraging social media influencers to get the word out about its products and create brand awareness.  

"Influencers and creators really have transformed how beauty generally is going to market," she said. "People look to influencers to educate them, to tell them about the new hot thing out there." 

While E.l.f. does work with some bigger influencers, Fields said a majority of its spending is with mid-and smaller-tier creators. "They have that more authentic connection to community," she said.  

"A lot of the posts that you see for E.l.f. are organically done," said Fields. "So we might send them some product, but they're going to choose if they talk about it or not with their communities." 

Across its brands, E.l.f. also pays close attention to what its consumers are asking for on social media.  

"We say there's zero distance between us and our community," Fields said. "That's what it's really about: staying close to our community, reading the comments that they have on our social media posts, listening to them when we go on TikTok lives." 

On many occasions, E.l.f. has taken this feedback and turned it into product innovation. For instance, the company launched its bronzing drops because community members asked for them on a TikTok live, and created a pickle lip balm because pickles were a huge trend on social media.  

"We're always listening and we're trying to be as fast as possible in responding to those requests, and I think that's been a bit of the secret sauce of E.l.f.," Fields said.  

Seeing what resonates with consumers and how that translates into numbers is something Fields has long been passionate about. 

"I love thinking about what makes a person purchase an item," she said. "Seeing the numbers behind it ... what makes one product more successful than another? Why does this marketing work better than that? It's just fantastic, and in the CFO seat, you see everything across the company."  

To learn more about the CNBC CFO Council, visit cnbccouncils.com/cfo

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e.l.f. returns as Official Back of Shirt Sponsor for the 2026-2027 season, building on its commitment to empower.legendary.females.

LONDON--(BUSINESS WIRE)--e.l.f. Brands, part of e.l.f. Beauty (NYSE: ELF), includes e.l.f. Cosmetics, e.l.f. SKIN and e.l.f. Hair, announces the continuation of its partnership with Tottenham Hotspur Women as the Official Back of Shirt Sponsor, coming off of the Women’s team’s most successful season in WSL history.

e.l.f. continues partnership with Tottenham Hotspur Women for the 2026-2027 season.

Share e.l.f. and Tottenham Hotspur Women are united by a shared ambition: to champion the growth and visibility of women’s football, creating wider access to sport and accelerating pathways for the next generation of leaders.

Last season, e.l.f. created a surprise and delight moment for 180 young girl footballers, giving them the opportunity of a lifetime to meet two Spurs players and former captain and Hall of Famer, Jenna Schillaci. They focused on developing the skills learned on the pitch and how they can apply them to later become successful women leaders in the workforce.

That field exercise complements the broader research e.l.f. released earlier this week in the report, “Girls Who Play Change the Game”. Conducted in partnership with Parity, the study draws on more than 9,500 respondents across the UK, US, Canada and Germany, making it one of the largest and broadest studies of its kind. The study reveals 95% of Everyday Athletes* say they learned at least one professional skill through sport, with the most common skills learned that support them in their careers being teamwork, performing under pressure, communication, discipline, perseverance and adaptability.

The study demonstrated Everyday Athletes are nearly 50% more likely to hold leadership roles at work. That’s why e.l.f. is doubling down on keeping girls in the game and opening doors from the locker room to the boardroom.

“We’re proud to continue our partnership with Tottenham Hotspur Women to force multiply visibility, access and opportunity for women in sports. Together, we’re using our loudspeaker to champion these incredible athletes, connect communities and help change the game for the next generation,” said Patrick O’Keefe, Chief Integrated Marketing Officer, e.l.f. Brands.

“Too many girls leave sports just as they’re building the skills that can shape their futures. Our research shows Everyday Athletes are nearly 50% more likely to hold leadership roles at work—and in the UK, 36% more likely to have negotiated their salary, the biggest gap of any country we studied. We want to disrupt that trajectory by keeping girls in the game, democratizing access to the playing field and opening more doors from the locker room to the boardroom.”

“Our partnership with e.l.f. brings together two disruptors in their respective spaces, united by a shared ambition to challenge convention and drive the women’s game forward,” said Ryan Norys, Chief Revenue Officer, Tottenham Hotspur. “The first year of the partnership was underlined by the progress of our Women’s team on the pitch, and together we will continue to champion the women’s game and create unmatched experiences for our supporters.”

Throughout the 2026-2027 season, Tottenham Hotspur Women and e.l.f. will continue to deliver unique experiences, innovative content and community initiatives.

Tottenham Hotspur Women is part of a long list of e.l.f.’s empowering.legendary.female. partnerships from leagues including National Women’s Soccer League (NWSL) and the Professional Women’s Hockey League (PWHL) to athletes including Billie Jean King, NWSL player, Jess Carter and professional race car driver Katherine Legge.

*women who play sports for at least three years before the end of secondary school and now work full time.

About e.l.f. Brands

e.l.f. Brands, part of e.l.f. Beauty (NYSE: ELF), includes e.l.f. Cosmetics, e.l.f. SKIN and e.l.f. Hair, and is fueled by a mission to make the best of beauty accessible and a purpose to make the world a better place for every eye, lip and face. Purpose led and results driven, e.l.f. Beauty is a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. As a bold disruptor with a kind heart, e.l.f. Brands's superpowers are delivering universally appealing, premium-quality products at affordable prices that are vegan, e.l.f. clean and double-certified by Leaping Bunny and PETA as cruelty-free. e.l.f. Brands are proud to have products made in Fair Trade Certified™ facilities. Learn more at www.elfcosmetics.com.

More News From e.l.f. Beauty

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OAKLAND, Calif.--(BUSINESS WIRE)--e.l.f. Cosmetics, a brand from e.l.f. Beauty (NYSE: ELF), is bringing its bold beauty approach to ZEPETO, an immersive, avatar-based social metaverse platform. Now available on ZEPETO, e.l.f. launched “Express your e.l.f.” where players can discover the beauty trends shaping culture and turn them into complete virtual looks from head to toe. The collaboration extends e.l.f.'s commitment to meeting its community in unexpected places and making the best of beauty.

e.l.f. SKIN's Save Your e.l.f. Hypochlorous Mist Helps Soothe Stress in every e.l.f.ing mist-mergency e.l.f. SKIN, a brand from e.l.f. Beauty (NYSE: ELF), answers community mist-mergencies in an all-new brand awareness campaign that highlights everyday stressors – and how to help soothe them. Spotlighting e.l.f. SKIN’s Save Your e.l.f. Hypochlorous Mist in a humorous, entertainment-led spot, actress Samantha Hanratty from “Yellowjackets” alongside music executive and creator Carter Gregory turns ‘ugh’ to ‘ahh.’

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20261008906886/en/

e.l.f. SKIN answers community mist-mergencies in a new campaign that highlights everyday stressors – and how to help soothe them.

From obnoxious gym rats, irritating car alarms and unnecessary long lines, just a spritz of e.l.f. SKIN’s Save Your e.l.f. Hypochlorous Mist saves the day! The campaign brings an e.l.f. twist with a wink and nod to the daily experiences of every eye, lip and face.

78% of Gen Z agrees that their stress levels affect their skin, including dullness*.

e.l.f. SKIN’s ultra-fine, derm-developed Save Your e.l.f. Hypochlorous Mist helps soothe and purify skin while you’re in the trenches. Formulated with hypochlorous acid for blemish-prone skin, it calms sensitive skin and reduces visible redness. It’s the take-anywhere skin savior.

The award-winning e.l.f. SKIN Save Your e.l.f. Hypochlorous Mist results speak for themselves**:

96% agreed skin looked less red after two weeks93% agreed they use this mist all day, every day90% agreed the mist makes skin look less stressed after two weeks90% agreed it was a “mist-have” during a skinmergency“We saw a cultural moment to meet our community where they are: in the trenches of everyday life. Showing up with humor, relatability and an OMG price is how we are taking insights into action,” said Renee Fuller, Vice President of e.l.f. SKIN. “Stress is a culprit behind numerous skin concerns, and our community wanted a product that can be easy to use in any situation and Save Your e.l.f. Hypochlorous Mist is an answer to that call.”

The campaign goes live on October 9, 2026, across e.l.f. SKIN channels including YouTube, TikTok and Instagram. e.l.f. SKIN’s Save Your e.l.f. Hypochlorous Mist is available at elfskin.com for $12.

The campaign was developed in-house by e.l.f. Made, e.l.f.’s entertainment arm, and concepted in partnership with eGen. e.l.f. tapped Tim Wilkime and Ruckus Films to produce. Wilkime, who is most notably known for his work directing digital shorts and sketches for “Saturday Night Live,” directed the campaign.

Watch the campaign video here.

* Mintel, Facial Skincare – US, 2024
**Results based on a 6-week consumer perception study conducted independently.

About e.l.f. Brands
e.l.f. Brands, part of e.l.f. Beauty (NYSE: ELF), includes e.l.f. Cosmetics, e.l.f. SKIN and e.l.f. Hair, and is fueled by a mission to make the best of beauty accessible and a purpose to make the world a better place for every eye, lip and face. Purpose led and results driven, e.l.f. Beauty is a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. As a bold disruptor with a kind heart, e.l.f. Brands' superpowers are delivering universally appealing, premium-quality products at affordable prices that are vegan, e.l.f. clean and double-certified by Leaping Bunny and PETA as cruelty-free. e.l.f. Brands are proud to have products made in Fair Trade Certified™ facilities. Learn more at www.elfcosmetics.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20261008906886/en/

Disclosures I/we have no positions in any stocks mentioned, and have no plans to buy any new positions in the stocks mentioned within the next 72 hours.

Click for the complete disclosure

OAKLAND, Calif.--(BUSINESS WIRE)--e.l.f. Brands, including e.l.f. Cosmetics, e.l.f. SKIN and e.l.f. Hair, part of e.l.f. Beauty (NYSE: ELF), is taking eyes.lips.fairgrounds. south. Building upon its success from its first-ever state fair activation at the Minnesota State Fair in August, e.l.f. is bringing its surprise and delight experience to the State Fair of Texas – once again showing up where no other beauty brand is to meet its community. State fairs are more than rides, games and food: th.

The recommendations of Wall Street analysts are often relied on by investors when deciding whether to buy, sell, or hold a stock. Media reports about these brokerage-firm-employed (or sell-side) analysts changing their ratings often affect a stock's price. Do they really matter, though?

Let's take a look at what these Wall Street heavyweights have to say about e.l.f. Beauty (ELF - Free Report) before we discuss the reliability of brokerage recommendations and how to use them to your advantage.

e.l.f. Beauty currently has an average brokerage recommendation (ABR) of 1.74, on a scale of 1 to 5 (Strong Buy to Strong Sell), calculated based on the actual recommendations (Buy, Hold, Sell, etc.) made by 19 brokerage firms. An ABR of 1.74 approximates between Strong Buy and Buy.

Of the 19 recommendations that derive the current ABR, 12 are Strong Buy, representing 63.2% of all recommendations.

Brokerage Recommendation Trends for ELF

Check price target & stock forecast for e.l.f. Beauty here>>>

The ABR suggests buying e.l.f. Beauty, but making an investment decision solely on the basis of this information might not be a good idea. According to several studies, brokerage recommendations have little to no success guiding investors to choose stocks with the most potential for price appreciation.

Are you wondering why? The vested interest of brokerage firms in a stock they cover often results in a strong positive bias of their analysts in rating it. Our research shows that for every "Strong Sell" recommendation, brokerage firms assign five "Strong Buy" recommendations.

This means that the interests of these institutions are not always aligned with those of retail investors, giving little insight into the direction of a stock's future price movement. It would therefore be best to use this information to validate your own analysis or a tool that has proven to be highly effective at predicting stock price movements.

Zacks Rank, our proprietary stock rating tool with an impressive externally audited track record, categorizes stocks into five groups, ranging from Zacks Rank #1 (Strong Buy) to Zacks Rank #5 (Strong Sell), and is an effective indicator of a stock's price performance in the near future. Therefore, using the ABR to validate the Zacks Rank could be an efficient way of making a profitable investment decision.

ABR Should Not Be Confused With Zacks RankAlthough both Zacks Rank and ABR are displayed in a range of 1--5, they are different measures altogether.

The ABR is calculated solely based on brokerage recommendations and is typically displayed with decimals (example: 1.28). In contrast, the Zacks Rank is a quantitative model allowing investors to harness the power of earnings estimate revisions. It is displayed in whole numbers -- 1 to 5.

Analysts employed by brokerage firms have been and continue to be overly optimistic with their recommendations. Since the ratings issued by these analysts are more favorable than their research would support because of the vested interest of their employers, they mislead investors far more often than they guide.

On the other hand, earnings estimate revisions are at the core of the Zacks Rank. And empirical research shows a strong correlation between trends in earnings estimate revisions and near-term stock price movements.

Furthermore, the different grades of the Zacks Rank are applied proportionately across all stocks for which brokerage analysts provide earnings estimates for the current year. In other words, at all times, this tool maintains a balance among the five ranks it assigns.

Another key difference between the ABR and Zacks Rank is freshness. The ABR is not necessarily up-to-date when you look at it. But, since brokerage analysts keep revising their earnings estimates to account for a company's changing business trends, and their actions get reflected in the Zacks Rank quickly enough, it is always timely in indicating future price movements.

Should You Invest in ELF?In terms of earnings estimate revisions for e.l.f. Beauty, the Zacks Consensus Estimate for the current year has increased 0.3% over the past month to $3.65.

Analysts' growing optimism over the company's earnings prospects, as indicated by strong agreement among them in revising EPS estimates higher, could be a legitimate reason for the stock to soar in the near term.

The size of the recent change in the consensus estimate, along with three other factors related to earnings estimates, has resulted in a Zacks Rank #1 (Strong Buy) for e.l.f. Beauty. You can see the complete list of today's Zacks Rank #1 (Strong Buy) stocks here >>>>

Therefore, the Buy-equivalent ABR for e.l.f Beauty may serve as a useful guide for investors.

The Consumer Staples group has plenty of great stocks, but investors should always be looking for companies that are outperforming their peers. Has e.l.f. Beauty (ELF - Free Report) been one of those stocks this year? Let's take a closer look at the stock's year-to-date performance to find out.

e.l.f. Beauty is a member of the Consumer Staples sector. This group includes 187 individual stocks and currently holds a Zacks Sector Rank of #16. The Zacks Sector Rank includes 16 different groups and is listed in order from best to worst in terms of the average Zacks Rank of the individual companies within each of these sectors.

The Zacks Rank is a successful stock-picking model that emphasizes earnings estimates and estimate revisions. The system highlights a number of different stocks that could be poised to outperform the broader market over the next one to three months. e.l.f. Beauty is currently sporting a Zacks Rank of #1 (Strong Buy).

Within the past quarter, the Zacks Consensus Estimate for ELF's full-year earnings has moved 9.3% higher. This shows that analyst sentiment has improved and the company's earnings outlook is stronger.

Based on the latest available data, ELF has gained about 36.4% so far this year. Meanwhile, the Consumer Staples sector has returned an average of 3.8% on a year-to-date basis. As we can see, e.l.f. Beauty is performing better than its sector in the calendar year.

Another stock in the Consumer Staples sector, Laird Superfood, Inc. (LSF - Free Report) , has outperformed the sector so far this year. The stock's year-to-date return is 41.9%.

In Laird Superfood, Inc.'s case, the consensus EPS estimate for the current year increased 18.2% over the past three months. The stock currently has a Zacks Rank #2 (Buy).

To break things down more, e.l.f. Beauty belongs to the Cosmetics industry, a group that includes 7 individual companies and currently sits at #87 in the Zacks Industry Rank. On average, this group has gained an average of 1.2% so far this year, meaning that ELF is performing better in terms of year-to-date returns.

In contrast, Laird Superfood, Inc. falls under the Food - Miscellaneous industry. Currently, this industry has 47 stocks and is ranked #211. Since the beginning of the year, the industry has moved -6.6%.

Investors interested in the Consumer Staples sector may want to keep a close eye on e.l.f. Beauty and Laird Superfood, Inc. as they attempt to continue their solid performance.

OAKLAND, Calif.--(BUSINESS WIRE)--e.l.f. Brands, including of e.l.f. Cosmetics, e.l.f. SKIN and e.l.f. Hair, part of e.l.f. Beauty (NYSE: ELF), is making its move into fragrance and body care with the launch of e.l.f. POP, a new collection that transports consumers to sensorial destinations through signature scents. The category expansions debut with e.l.f. POP: Tromsø, a limited-edition holiday drop featuring “Spicy Bundt Nice” fragrance inspired by the wintery wonders of Norway. The comprehen.

e.l.f. Cosmetics Conjures Up “The e.l.f.ing Magical Sisters” a Spooky Season Campaign Highlighting Soft Glam Cream Blush & Bronzer Sticks e.l.f. Cosmetics, a brand from e.l.f. Beauty (NYSE: ELF), has brewed up the entertainment-led brand awareness campaign “The e.l.f.ing Magical Sisters,” casting a spotlight on e.l.f. Cosmetics’ Soft Glam Cream Blush & Bronzer Sticks. This spellbinding campaign is equal parts coven and comedy – and just in time for spooky season. With a more beguiled-than-bewitched cinematic lens, three modern-day witches discover the secret to glam doesn’t require a magic wand, just a Soft Glam Cream Blush & Bronzer Stick. The spot features Netflix’s “Stranger Things” star Priah Ferguson, “The Studio” star Keyla Monterroso Mejia, and actress Bebe Wood of “Mean Girls 2024.”

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260929037511/en/

Just in time for spooky season, e.l.f. Cosmetics has brewed up “The e.l.f.ing Magical Sisters,” casting a spotlight on e.l.f. Cosmetics’ Soft Glam Cream Blush & Bronzer Sticks.

Bringing the e.l.f. twist along with its signature wit and wink, the campaign’s script was penned in partnership with Anna Drezen, a “Saturday Night Live” head writer alum from seasons No. 46 and 47 and directed by Hannah Levy of Hungryman Productions. The campaign was concepted in-house by e.l.f. Made, e.l.f.’s entertainment arm, celebrating the real heroes of the story: Soft Glam Cream Blush and Bronzer Sticks.

“Our community has told us the Soft Glam Cream Blush and Bronzer Sticks are so creamy, so sculpting, pigmented and blend-able, they must be magic. So, we did what we do: We leaned in. ‘The e.l.f.ing Magical Sisters’ delivers the disruptive, laugh-out-loud entertainment e.l.f. is known for,” said Oshiya Savur, Chief Marketing Officer of e.l.f. Brands. “Spooky season is a cultural moment for every eye, lip and face to join. Showing up to meet the moment with humor, witches and a best-selling product is how we are taking insights to action for the e.l.f. heart to beat in lockstep with culture.”

The award-winning Soft Glam Cream Blush & Bronzer Sticks have already cast a serious spell on shoppers: 50% of purchasers are new to e.l.f.* Infused with 2% shea butter and 1% sunflower seed oil, they glide on smoothly and create a magically natural finish. And, of course, they deliver value at an OMG price.

“The e.l.f.ing Magical Sisters” goes live today across e.l.f. channels including YouTube, TikTok and Instagram. e.l.f. Cosmetics Soft Glam Cream Blush and Bronzer Sticks, along with the entire Soft Glam family of products, are available now at elfcosmetics.com, Ulta, Target, Walmart, Boots, Superdrug and Amazon for $7/£7.

Watch the campaign video here.

*e.l.f. Cosmetics internal sales data, May-September 2026

About e.l.f. Brands

e.l.f. Brands, part of e.l.f. Beauty (NYSE: ELF), includes e.l.f. Cosmetics, e.l.f. SKIN and e.l.f. Hair, and is fueled by a mission to make the best of beauty accessible and a purpose to make the world a better place for every eye, lip and face. Purpose led and results driven, e.l.f. Beauty is a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. As a bold disruptor with a kind heart, e.l.f. Brands' superpowers are delivering universally appealing, premium-quality products at affordable prices that are vegan, e.l.f. clean and double-certified by Leaping Bunny and PETA as cruelty-free. e.l.f. Brands are proud to have products made in Fair Trade Certified™ facilities. Learn more at www.elfcosmetics.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20260929037511/en/

Disclosures I/we have no positions in any stocks mentioned, and have no plans to buy any new positions in the stocks mentioned within the next 72 hours.

Click for the complete disclosure

PARIS--(BUSINESS WIRE)--rhode, the beauty brand founded by Hailey Rhode Bieber and part of e.l.f. Beauty (NYSE: ELF), is available starting today, Wednesday, 30 September, 2026, at Sephora online and in over 500 stores across Europe. This expansion with Sephora in Europe increases global access to rhode through physical retail, marking a pivotal next stage for the brand. This follows the 2025 rollout with Sephora in the U.S., Canada, and the U.K. Launched in June 2022, rhode began with a curate.

e.l.f. Beauty (ELF - Free Report) is one of the stocks most watched by Zacks.com visitors lately. So, it might be a good idea to review some of the factors that might affect the near-term performance of the stock.

Over the past month, shares of this cosmetics company have returned -5.3%, compared to the Zacks S&P 500 composite's +0.7% change. During this period, the Zacks Cosmetics industry, which e.l.f. Beauty falls in, has lost 7.7%. The key question now is: What could be the stock's future direction?

Although media reports or rumors about a significant change in a company's business prospects usually cause its stock to trend and lead to an immediate price change, there are always certain fundamental factors that ultimately drive the buy-and-hold decision.

Earnings Estimate RevisionsHere at Zacks, we prioritize appraising the change in the projection of a company's future earnings over anything else. That's because we believe the present value of its future stream of earnings is what determines the fair value for its stock.

Our analysis is essentially based on how sell-side analysts covering the stock are revising their earnings estimates to take the latest business trends into account. When earnings estimates for a company go up, the fair value for its stock goes up as well. And when a stock's fair value is higher than its current market price, investors tend to buy the stock, resulting in its price moving upward. Because of this, empirical studies indicate a strong correlation between trends in earnings estimate revisions and short-term stock price movements.

For the current quarter, e.l.f. Beauty is expected to post earnings of $0.59 per share, indicating a change of -13.2% from the year-ago quarter. The Zacks Consensus Estimate remained unchanged over the last 30 days.

For the current fiscal year, the consensus earnings estimate of $3.64 points to a change of +16.3% from the prior year. Over the last 30 days, this estimate has remained unchanged.

For the next fiscal year, the consensus earnings estimate of $3.83 indicates a change of +5.2% from what e.l.f. Beauty is expected to report a year ago. Over the past month, the estimate has changed +0.9%.

With an impressive externally audited track record, our proprietary stock rating tool -- the Zacks Rank -- is a more conclusive indicator of a stock's near-term price performance, as it effectively harnesses the power of earnings estimate revisions. The size of the recent change in the consensus estimate, along with three other factors related to earnings estimates, has resulted in a Zacks Rank #3 (Hold) for e.l.f. Beauty.

The chart below shows the evolution of the company's forward 12-month consensus EPS estimate:

12 Month EPS

Projected Revenue GrowthEven though a company's earnings growth is arguably the best indicator of its financial health, nothing much happens if it cannot raise its revenues. It's almost impossible for a company to grow its earnings without growing its revenue for long periods. Therefore, knowing a company's potential revenue growth is crucial.

For e.l.f. Beauty, the consensus sales estimate for the current quarter of $468.03 million indicates a year-over-year change of +36.1%. For the current and next fiscal years, $1.97 billion and $2.13 billion estimates indicate +20.2% and +8.3% changes, respectively.

Last Reported Results and Surprise Historye.l.f. Beauty reported revenues of $479.37 million in the last reported quarter, representing a year-over-year change of +35.5%. EPS of $1.75 for the same period compares with $0.89 a year ago.

Compared to the Zacks Consensus Estimate of $426.66 million, the reported revenues represent a surprise of +12.35%. The EPS surprise was +146.48%.

The company beat consensus EPS estimates in each of the trailing four quarters. The company topped consensus revenue estimates three times over this period.

ValuationNo investment decision can be efficient without considering a stock's valuation. Whether a stock's current price rightly reflects the intrinsic value of the underlying business and the company's growth prospects is an essential determinant of its future price performance.

While comparing the current values of a company's valuation multiples, such as price-to-earnings (P/E), price-to-sales (P/S), and price-to-cash flow (P/CF), with its own historical values helps determine whether its stock is fairly valued, overvalued, or undervalued, comparing the company relative to its peers on these parameters gives a good sense of the reasonability of the stock's price.

As part of the Zacks Style Scores system, the Zacks Value Style Score (which evaluates both traditional and unconventional valuation metrics) organizes stocks into five groups ranging from A to F (A is better than B; B is better than C; and so on), making it helpful in identifying whether a stock is overvalued, rightly valued, or temporarily undervalued.

e.l.f. Beauty is graded F on this front, indicating that it is trading at a premium to its peers. Click here to see the values of some of the valuation metrics that have driven this grade.

ConclusionThe facts discussed here and much other information on Zacks.com might help determine whether or not it's worthwhile paying attention to the market buzz about e.l.f. Beauty. However, its Zacks Rank #3 does suggest that it may perform in line with the broader market in the near term.

Engineers Gate Manager LP purchased a new stake in e.l.f. Beauty (NYSE:ELF – Free Report) in the second quarter, according to its most recent 13F filing with the Securities & Exchange Commission. The institutional investor purchased 5,800 shares of the company’s stock, valued at approximately $429,000.

Other hedge funds and other institutional investors have also recently made changes to their positions in the company. Greenwood Capital Associates LLC lifted its position in e.l.f. Beauty by 2.4% during the second quarter. Greenwood Capital Associates LLC now owns 5,436 shares of the company’s stock worth $402,000 after buying an additional 125 shares in the last quarter. Oregon Public Employees Retirement Fund grew its holdings in shares of e.l.f. Beauty by 1.7% in the first quarter. Oregon Public Employees Retirement Fund now owns 12,108 shares of the company’s stock valued at $734,000 after purchasing an additional 200 shares during the period. Waverly Advisors LLC grew its holdings in shares of e.l.f. Beauty by 1.9% in the first quarter. Waverly Advisors LLC now owns 11,930 shares of the company’s stock valued at $723,000 after purchasing an additional 217 shares during the period. First Citizens Bank & Trust Co. increased its position in e.l.f. Beauty by 3.5% during the first quarter. First Citizens Bank & Trust Co. now owns 6,599 shares of the company’s stock worth $400,000 after purchasing an additional 226 shares during the last quarter. Finally, World Investment Advisors increased its position in e.l.f. Beauty by 6.9% during the first quarter. World Investment Advisors now owns 4,402 shares of the company’s stock worth $267,000 after purchasing an additional 285 shares during the last quarter. Institutional investors and hedge funds own 92.44% of the company’s stock.

Insider Activity In other e.l.f. Beauty news, insider Jennifer Hartnett sold 25,357 shares of the business’s stock in a transaction that occurred on Wednesday, July 1st. The stock was sold at an average price of $80.00, for a total value of $2,028,560.00. Following the sale, the insider owned 28,699 shares of the company’s stock, valued at $2,295,920. The trade was a 46.91% decrease in their ownership of the stock. The sale was disclosed in a document filed with the Securities & Exchange Commission, which is available through this link. Also, SVP Joshua Franks sold 5,718 shares of the company’s stock in a transaction on Wednesday, August 19th. The stock was sold at an average price of $100.00, for a total value of $571,800.00. Following the transaction, the senior vice president owned 144,309 shares in the company, valued at $14,430,900. This trade represents a 3.81% decrease in their ownership of the stock. Additional details regarding this sale are available in the official SEC disclosure. Insiders have sold a total of 116,223 shares of company stock worth $10,000,410 in the last three months. 3.50% of the stock is currently owned by corporate insiders.

e.l.f. Beauty Trading Down 0.3% NYSE ELF opened at $100.50 on Friday. The company has a debt-to-equity ratio of 0.69, a current ratio of 2.55 and a quick ratio of 1.82. The stock has a market capitalization of $5.93 billion, a P/E ratio of 100.50, a PEG ratio of 2.89 and a beta of 1.60. The firm’s 50-day moving average is $94.68 and its two-hundred day moving average is $75.11. e.l.f. Beauty has a 12 month low of $48.82 and a 12 month high of $147.75. e.l.f. Beauty (NYSE:ELF – Get Free Report) last announced its quarterly earnings results on Wednesday, August 5th. The company reported $1.75 earnings per share for the quarter, beating analysts’ consensus estimates of $0.71 by $1.04. The business had revenue of $479.37 million during the quarter, compared to analysts’ expectations of $431.20 million. e.l.f. Beauty had a net margin of 3.38% and a return on equity of 14.07%. The business’s revenue for the quarter was up 35.5% on a year-over-year basis. During the same period last year, the business earned $0.89 earnings per share. e.l.f. Beauty has set its FY 2027 guidance at 3.500-3.550 EPS. On average, sell-side analysts anticipate that e.l.f. Beauty will post 2.64 earnings per share for the current year.

Analyst Ratings Changes Several equities analysts have weighed in on ELF shares. Piper Sandler boosted their target price on shares of e.l.f. Beauty from $50.00 to $65.00 and gave the company a “neutral” rating in a report on Thursday, August 6th. Canaccord Genuity Group raised their price target on shares of e.l.f. Beauty from $110.00 to $123.00 and gave the stock a “buy” rating in a report on Thursday, August 27th. TD Cowen raised their price target on shares of e.l.f. Beauty from $85.00 to $110.00 and gave the stock a “buy” rating in a report on Monday, August 10th. Zacks Research lowered shares of e.l.f. Beauty from a “strong-buy” rating to a “hold” rating in a research report on Thursday, September 10th. Finally, B. Riley Financial reiterated a “buy” rating and issued a $115.00 price objective (up from $100.00) on shares of e.l.f. Beauty in a report on Wednesday, September 16th. One investment analyst has rated the stock with a Strong Buy rating, ten have issued a Buy rating, six have given a Hold rating and one has issued a Sell rating to the company’s stock. According to data from MarketBeat, e.l.f. Beauty currently has an average rating of “Moderate Buy” and a consensus target price of $97.12.

Get Our Latest Analysis on e.l.f. Beauty

About e.l.f. Beauty (Free Report)

e.l.f. Beauty, Inc develops, markets and sells cosmetics, skin care and beauty products. Its portfolio includes e.l.f. Cosmetics, which offers makeup, skin care, tools and accessories, as well as brands such as Naturium, W3LL PEOPLE and Keys Soulcare. The company positions its products as accessible and affordable alternatives across a range of beauty categories.

Founded in 2004, e.l.f. Beauty distributes its products through mass retailers, specialty beauty stores, direct-to-consumer websites and other digital channels.

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e.l.f. Beauty (ELF - Free Report) ended the recent trading session at $100.78, demonstrating a -1.31% change from the preceding day's closing price. The stock's change was less than the S&P 500's daily loss of 0.76%. At the same time, the Dow lost 0.68%, and the tech-heavy Nasdaq lost 1.13%.

The stock of cosmetics company has fallen by 3.45% in the past month, lagging the Consumer Staples sector's loss of 2.86% and the S&P 500's gain of 1.26%.

The investment community will be closely monitoring the performance of e.l.f. Beauty in its forthcoming earnings report. In that report, analysts expect e.l.f. Beauty to post earnings of $0.59 per share. This would mark a year-over-year decline of 13.24%. Alongside, our most recent consensus estimate is anticipating revenue of $468.03 million, indicating a 36.08% upward movement from the same quarter last year.

ELF's full-year Zacks Consensus Estimates are calling for earnings of $3.64 per share and revenue of $1.97 billion. These results would represent year-over-year changes of +16.29% and +20.16%, respectively.

Investors should also take note of any recent adjustments to analyst estimates for e.l.f Beauty. These latest adjustments often mirror the shifting dynamics of short-term business patterns. Therefore, positive revisions in estimates convey analysts' confidence in the business performance and profit potential.

Our research demonstrates that these adjustments in estimates directly associate with imminent stock price performance. We developed the Zacks Rank to capitalize on this phenomenon. Our system takes these estimate changes into account and delivers a clear, actionable rating model.

The Zacks Rank system, stretching from #1 (Strong Buy) to #5 (Strong Sell), has a noteworthy track record of outperforming, validated by third-party audits, with stocks rated #1 producing an average annual return of +25% since the year 1988. Over the last 30 days, the Zacks Consensus EPS estimate has remained unchanged. e.l.f. Beauty presently features a Zacks Rank of #3 (Hold).

From a valuation perspective, e.l.f. Beauty is currently exchanging hands at a Forward P/E ratio of 28.02. This indicates a premium in contrast to its industry's Forward P/E of 27.96.

Also, we should mention that ELF has a PEG ratio of 2.09. The PEG ratio is akin to the commonly utilized P/E ratio, but this measure also incorporates the company's anticipated earnings growth rate. As the market closed yesterday, the Cosmetics industry was having an average PEG ratio of 0.99.

The Cosmetics industry is part of the Consumer Staples sector. This industry currently has a Zacks Industry Rank of 223, which puts it in the bottom 10% of all 250+ industries.

The Zacks Industry Rank assesses the strength of our separate industry groups by calculating the average Zacks Rank of the individual stocks contained within the groups. Our research shows that the top 50% rated industries outperform the bottom half by a factor of 2 to 1.

Ensure to harness Zacks.com to stay updated with all these stock-shifting metrics, among others, in the next trading sessions.

The recommendations of Wall Street analysts are often relied on by investors when deciding whether to buy, sell, or hold a stock. Media reports about these brokerage-firm-employed (or sell-side) analysts changing their ratings often affect a stock's price. Do they really matter, though?

Before we discuss the reliability of brokerage recommendations and how to use them to your advantage, let's see what these Wall Street heavyweights think about e.l.f. Beauty (ELF - Free Report) .

e.l.f. Beauty currently has an average brokerage recommendation (ABR) of 1.74, on a scale of 1 to 5 (Strong Buy to Strong Sell), calculated based on the actual recommendations (Buy, Hold, Sell, etc.) made by 19 brokerage firms. An ABR of 1.74 approximates between Strong Buy and Buy.

Of the 19 recommendations that derive the current ABR, 12 are Strong Buy, representing 63.2% of all recommendations.

Brokerage Recommendation Trends for ELF

Check price target & stock forecast for e.l.f. Beauty here>>>

While the ABR calls for buying e.l.f. Beauty, it may not be wise to make an investment decision solely based on this information. Several studies have shown limited to no success of brokerage recommendations in guiding investors to pick stocks with the best price increase potential.

Are you wondering why? The vested interest of brokerage firms in a stock they cover often results in a strong positive bias of their analysts in rating it. Our research shows that for every "Strong Sell" recommendation, brokerage firms assign five "Strong Buy" recommendations.

This means that the interests of these institutions are not always aligned with those of retail investors, giving little insight into the direction of a stock's future price movement. It would therefore be best to use this information to validate your own analysis or a tool that has proven to be highly effective at predicting stock price movements.

With an impressive externally audited track record, our proprietary stock rating tool, the Zacks Rank, which classifies stocks into five groups, ranging from Zacks Rank #1 (Strong Buy) to Zacks Rank #5 (Strong Sell), is a reliable indicator of a stock's near-term price performance. So, validating the Zacks Rank with ABR could go a long way in making a profitable investment decision.

Zacks Rank Should Not Be Confused With ABRIn spite of the fact that Zacks Rank and ABR both appear on a scale from 1 to 5, they are two completely different measures.

The ABR is calculated solely based on brokerage recommendations and is typically displayed with decimals (example: 1.28). In contrast, the Zacks Rank is a quantitative model allowing investors to harness the power of earnings estimate revisions. It is displayed in whole numbers -- 1 to 5.

It has been and continues to be the case that analysts employed by brokerage firms are overly optimistic with their recommendations. Because of their employers' vested interests, these analysts issue more favorable ratings than their research would support, misguiding investors far more often than helping them.

On the other hand, earnings estimate revisions are at the core of the Zacks Rank. And empirical research shows a strong correlation between trends in earnings estimate revisions and near-term stock price movements.

Furthermore, the different grades of the Zacks Rank are applied proportionately across all stocks for which brokerage analysts provide earnings estimates for the current year. In other words, at all times, this tool maintains a balance among the five ranks it assigns.

There is also a key difference between the ABR and Zacks Rank when it comes to freshness. When you look at the ABR, it may not be up-to-date. Nonetheless, since brokerage analysts constantly revise their earnings estimates to reflect changing business trends, and their actions get reflected in the Zacks Rank quickly enough, it is always timely in predicting future stock prices.

Should You Invest in ELF?In terms of earnings estimate revisions for e.l.f. Beauty, the Zacks Consensus Estimate for the current year has remained unchanged over the past month at $3.64.

Analysts' steady views regarding the company's earnings prospects, as indicated by an unchanged consensus estimate, could be a legitimate reason for the stock to perform in line with the broader market in the near term.

The size of the recent change in the consensus estimate, along with three other factors related to earnings estimates, has resulted in a Zacks Rank #3 (Hold) for e.l.f. Beauty. You can see the complete list of today's Zacks Rank #1 (Strong Buy) stocks here >>>>

It may therefore be prudent to be a little cautious with the Buy-equivalent ABR for e.l.f Beauty.

In the latest close session, e.l.f. Beauty (ELF - Free Report) was down 2.16% at $93.41. The stock fell short of the S&P 500, which registered a loss of 0.45% for the day. Elsewhere, the Dow saw a downswing of 1.21%, while the tech-heavy Nasdaq depreciated by 0.01%.

The cosmetics company's stock has climbed by 3.2% in the past month, exceeding the Consumer Staples sector's loss of 0.85% and the S&P 500's loss of 2.43%.

Analysts and investors alike will be keeping a close eye on the performance of e.l.f. Beauty in its upcoming earnings disclosure. The company is predicted to post an EPS of $0.61, indicating a 10.29% decline compared to the equivalent quarter last year. Simultaneously, our latest consensus estimate expects the revenue to be $468.03 million, showing a 36.08% escalation compared to the year-ago quarter.

For the entire fiscal year, the Zacks Consensus Estimates are projecting earnings of $3.63 per share and a revenue of $1.97 billion, representing changes of +15.97% and +20.16%, respectively, from the prior year.

Any recent changes to analyst estimates for e.l.f. Beauty should also be noted by investors. These recent revisions tend to reflect the evolving nature of short-term business trends. Therefore, positive revisions in estimates convey analysts' confidence in the business performance and profit potential.

Our research shows that these estimate changes are directly correlated with near-term stock prices. To take advantage of this, we've established the Zacks Rank, an exclusive model that considers these estimated changes and delivers an operational rating system.

The Zacks Rank system, running from #1 (Strong Buy) to #5 (Strong Sell), holds an admirable track record of superior performance, independently audited, with #1 stocks contributing an average annual return of +25% since 1988. The Zacks Consensus EPS estimate has moved 1.15% higher within the past month. At present, e.l.f. Beauty boasts a Zacks Rank of #3 (Hold).

Looking at its valuation, e.l.f. Beauty is holding a Forward P/E ratio of 26.32. This represents no noticeable deviation compared to its industry average Forward P/E of 26.32.

We can additionally observe that ELF currently boasts a PEG ratio of 2.16. This popular metric is similar to the widely-known P/E ratio, with the difference being that the PEG ratio also takes into account the company's expected earnings growth rate. The average PEG ratio for the Cosmetics industry stood at 0.97 at the close of the market yesterday.

The Cosmetics industry is part of the Consumer Staples sector. This group has a Zacks Industry Rank of 208, putting it in the bottom 16% of all 250+ industries.

The Zacks Industry Rank is ordered from best to worst in terms of the average Zacks Rank of the individual companies within each of these sectors. Our research shows that the top 50% rated industries outperform the bottom half by a factor of 2 to 1.

Be sure to follow all of these stock-moving metrics, and many more, on Zacks.com.

For new and old investors, taking full advantage of the stock market and investing with confidence are common goals. Zacks Premium provides lots of different ways to do both.

The popular research service can help you become a smarter, more self-assured investor, giving you access to daily updates of the Zacks Rank and Zacks Industry Rank, the Zacks #1 Rank List, Equity Research reports, and Premium stock screens.

Zacks Premium also includes the Zacks Style Scores.

What are the Zacks Style Scores? Developed alongside the Zacks Rank, the Zacks Style Scores are a group of complementary indicators that help investors pick stocks with the best chances of beating the market over the next 30 days.

Each stock is assigned a rating of A, B, C, D, or F based on their value, growth, and momentum characteristics. Just like in school, an A is better than a B, a B is better than a C, and so on -- that means the better the score, the better chance the stock will outperform.

The Style Scores are broken down into four categories:

Value ScoreFor value investors, it's all about finding good stocks at good prices, and discovering which companies are trading under their true value before the broader market catches on. The Value Style Score utilizes ratios like P/E, PEG, Price/Sales, Price/Cash Flow, and a host of other multiples to help pick out the most attractive and discounted stocks.

Growth ScoreGrowth investors are more concerned with a stock's future prospects, and the overall financial health and strength of a company. Thus, the Growth Style Score analyzes characteristics like projected and historic earnings, sales, and cash flow to find stocks that will see sustainable growth over time.

Momentum ScoreMomentum trading is all about taking advantage of upward or downward trends in a stock's price or earnings outlook, and these investors live by the saying "the trend is your friend." The Momentum Style Score can pinpoint good times to build a position in a stock, using factors like one-week price change and the monthly percentage change in earnings estimates.

VGM ScoreIf you like to use all three kinds of investing, then the VGM Score is for you. It's a combination of all Style Scores, and is an important indicator to use with the Zacks Rank. The VGM Score rates each stock on their shared weighted styles, narrowing down the companies with the most attractive value, best growth forecast, and most promising momentum.

How Style Scores Work with the Zacks Rank A proprietary stock-rating model, the Zacks Rank utilizes the power of earnings estimate revisions, or changes to a company's earnings outlook, to help investors create a successful portfolio.

It's highly successful, with #1 (Strong Buy) stocks producing an unmatched +23.8% average annual return since 1988. That's more than double the S&P 500. But because of the large number of stocks we rate, there are over 200 companies with a Strong Buy rank, plus another 600 with a #2 (Buy) rank, on any given day.

With more than 800 top-rated stocks to choose from, it can certainly feel overwhelming to pick the ones that are right for you and your investing journey.

That's where the Style Scores come in.

To have the best chance of big returns, you'll want to always consider stocks with a Zacks Rank #1 or #2 that also have Style Scores of A or B, which will give you the highest probability of success. If you're looking at stocks with a #3 (Hold) rank, it's important they have Scores of A or B as well to ensure as much upside potential as possible.

As mentioned above, the Scores are designed to work with the Zacks Rank, so any change to a company's earnings outlook should be a deciding factor when picking which stocks to buy.

A stock with a #4 (Sell) or #5 (Strong Sell) rating, for instance, even one with Scores of A and B, will still have a declining earnings forecast, and a greater chance its share price will fall too.

Thus, the more stocks you own with a #1 or #2 Rank and Scores of A or B, the better.

Stock to Watch: e.l.f. Beauty (ELF - Free Report) e.l.f. Beauty, Inc. is a multi-brand beauty company headquartered in Oakland, CA, focused on accessible, high-quality cosmetics and skincare. Its portfolio includes e.l.f. Cosmetics, e.l.f. SKIN, rhode, Naturium and Well People, spanning mass and prestige beauty across cosmetics, skincare and personal care. Following the transfer of Keys Soulcare to Alicia Keys in May 2026, the company streamlined its portfolio around brands with stronger growth and scale potential.

ELF is a #3 (Hold) on the Zacks Rank, with a VGM Score of B.

Additionally, the company could be a top pick for growth investors. ELF has a Growth Style Score of A, forecasting year-over-year earnings growth of 16% for the current fiscal year.

11 analysts revised their earnings estimate upwards in the last 60 days for fiscal 2027. The Zacks Consensus Estimate has increased $0.32 to $3.63 per share. ELF boasts an average earnings surprise of +61.5%.

With a solid Zacks Rank and top-tier Growth and VGM Style Scores, ELF should be on investors' short list.

OAKLAND, Calif.--(BUSINESS WIRE)--e.l.f. Cosmetics, a brand from e.l.f. Beauty (NYSE: ELF), today announces its expansion into Brazil, exclusively with Sephora. As the first mass color brand in Sephora Brazil, e.l.f. Cosmetics is bringing its signature combination of prestige-quality products, powerhouse innovation and accessibility to every eye, lip and face in Brazil. e.l.f. Beauty has been steadily building the global footprint of its brands, doubling international sales penetration of all i.

e.l.f. Beauty (ELF - Free Report) closed at $95.76 in the latest trading session, marking a -4.32% move from the prior day. The stock fell short of the S&P 500, which registered a loss of 0.59% for the day. Meanwhile, the Dow experienced a drop of 0.6%, and the technology-dominated Nasdaq saw a decrease of 0.65%.

Heading into today, shares of the cosmetics company had gained 8.05% over the past month, outpacing the Consumer Staples sector's loss of 2.41% and the S&P 500's loss of 1.37%.

The upcoming earnings release of e.l.f. Beauty will be of great interest to investors. On that day, e.l.f. Beauty is projected to report earnings of $0.61 per share, which would represent a year-over-year decline of 10.29%. Simultaneously, our latest consensus estimate expects the revenue to be $468.03 million, showing a 36.08% escalation compared to the year-ago quarter.

In terms of the entire fiscal year, the Zacks Consensus Estimates predict earnings of $3.63 per share and a revenue of $1.97 billion, indicating changes of +15.97% and +20.16%, respectively, from the former year.

Additionally, investors should keep an eye on any recent revisions to analyst forecasts for e.l.f Beauty. These latest adjustments often mirror the shifting dynamics of short-term business patterns. As a result, upbeat changes in estimates indicate analysts' favorable outlook on the business health and profitability.

Our research demonstrates that these adjustments in estimates directly associate with imminent stock price performance. To exploit this, we've formed the Zacks Rank, a quantitative model that includes these estimate changes and presents a viable rating system.

The Zacks Rank system, ranging from #1 (Strong Buy) to #5 (Strong Sell), possesses a remarkable history of outdoing, externally audited, with #1 stocks returning an average annual gain of +25% since 1988. Over the past month, the Zacks Consensus EPS estimate has shifted 3.78% upward. e.l.f. Beauty currently has a Zacks Rank of #3 (Hold).

In terms of valuation, e.l.f. Beauty is presently being traded at a Forward P/E ratio of 27.59. This represents a premium compared to its industry average Forward P/E of 26.61.

One should further note that ELF currently holds a PEG ratio of 2.26. The PEG ratio bears resemblance to the frequently used P/E ratio, but this parameter also includes the company's expected earnings growth trajectory. As of the close of trade yesterday, the Cosmetics industry held an average PEG ratio of 0.96.

The Cosmetics industry is part of the Consumer Staples sector. This industry currently has a Zacks Industry Rank of 206, which puts it in the bottom 17% of all 250+ industries.

The Zacks Industry Rank gauges the strength of our industry groups by measuring the average Zacks Rank of the individual stocks within the groups. Our research shows that the top 50% rated industries outperform the bottom half by a factor of 2 to 1.

Don't forget to use Zacks.com to keep track of all these stock-moving metrics, and others, in the upcoming trading sessions.

Chief Financial Officers now play a critical role in shaping corporate strategy and positioning organizations to meet future challenges. This episode profiles e.l.f.

Developing new products and bringing them to market quickly has been an important ingredient in e.l.f. Beauty's rapid growth.

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Bringing biocompatible, clinically effective skincare to communities across Mexico and Canada

LOS ANGELES--(BUSINESS WIRE)--Today, Naturium, a brand from e.l.f. Beauty (NYSE: ELF), announced its expansion with Sephora across Canada and Mexico, bringing its biocompatible, clinically effective skincare to new consumers across North America. Delivering affordable luxury for head-to-toe skincare, the brand makes its official debut in Mexico exclusively in Sephora Mexico stores and on Sephora.com.mx, while broadening its Canadian retail footprint online and in Sephora Canada stores nationwide.

Since its launch in 2019, Naturium has built a loyal, community-driven following based on a simple idea: effective skincare should be easy to understand and incorporate into everyday life. The Sephora expansion marks the next step in the brand’s continued growth, bringing its mission of ‘skin love for everyone’ to more consumers across North America. With the addition of these two markets, Naturium is now available in six regions globally.

“To see Naturium continue to grow and reach new markets is incredibly meaningful to us. We have been working to expand Naturium’s retail presence internationally and getting the best of Naturium into more hands,” said Suzanne Pengelly, President of Naturium. “We’ve built Naturium around products people genuinely love making part of their everyday routines, and we can’t wait for even more consumers to discover them.”

“We’re very happy to welcome Naturium to Sephora Mexico and add to our portfolio a brand that combines innovation, clinical efficacy, and an accessible approach to skincare,” said Mauricio Padilla, CEO of Sephora Mexico. “We’re confident its proposition will strongly resonate with our clients, and we’re excited to be its exclusive retail destination in Mexico.”

At Sephora Canada and Sephora Mexico, consumers can find an assortment of Naturium’s bestselling skincare and body care formulas, including:

Glow Getter Multi-Oil Hydrating Body Wash – Best-selling vanilla coconut body wash that delivers a multi-oil glow from head to toe. Glow Getter Multi-Oil Body Butter – Luxurious, vanilla coconut, fast absorbing body butter includes 81% multi-oil complex for glowing, replenished and firmer-looking skin. Multi-Peptide Moisturizer – Clinically-proven moisturizer that improves wrinkles & hydration in 100% of consumers and firmness in 97% of consumers. Vitamin C Complex Serum – Gold stabilized Vitamin C delivered in a biocompatible, ph-balance that is suitable for all skin types. To celebrate its launch in Sephora Canada, Naturium is rolling out a brand campaign across Canada featuring its Canadian community and their love of skincare, including partnerships with creators that are long-time brand fans, and have championed Naturium for years. The brand will also host an experiential activation on September 12 in Toronto at The Well, where guests can enjoy a special photobooth experience, product education, customized skincare routines, and take home some of the brand's most loved products.

Beginning September 9, Naturium will be available online at sephora.com/ca/en/ and in Sephora Canada stores nationwide. In Mexico, Naturium will be available exclusively at Sephora Mexico stores and on Sephora.com.mx.

About Naturium
Founded in 2019, Naturium brings the science of consistent skincare to every one, every where, every day. The brand's biocompatible and dermatologist-tested formulas work with individual skin's biology from head to toe, blending natural botanicals with potent actives for clinically effective results at an accessible price point. Naturium has pioneered facial and body care innovations. Naturium is clean, vegan, paraben-free, and double-certified by Leaping Bunny and PETA as cruelty-free. Acquired by e.l.f. Beauty (NYSE: ELF) in 2023, the brand is available at naturium.com and both in-store and online at Target and Ulta in the U.S.

About Sephora
Sephora is the world’s leading global prestige beauty retail brand. With 55,000 passionate employees operating in 37 markets, Sephora connects customers and beauty brands within the world’s most trusted and dynamic beauty community. We serve a highly engaged community of hundreds of millions of beauty followers across our global omnichannel network of more than 3,400 stores and iconic flagships, and our e-commerce and digital platforms, offering personalized and immersive seamless experiences across every touchpoint. With our curation of more than 500 brands and our own label, Sephora Collection, we offer the most unique and diverse range of prestige beauty products, tailored to our customers’ needs from fragrance to make-up, haircare, skincare and beyond, as we constantly reimagine the world of prestige beauty. Since SEPHORA’s inception in 1969 in Limoges, France, and as part of the LVMH Group since 1997, the brand has been disrupting the prestige beauty retail industry. Today, they continue to break with convention to drive their mission: champion a world of inspiration and inclusion where everyone can celebrate their beauty. For more information, visit www.sephora.com.

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