On December 22, 2025, Piper Sandler lowered its price objective for e.l.f. Beauty, Inc. from $100 to $85, maintaining a Neutral rating. The firm noted that the company's market share increased in the third quarter of 2026 after a slowdown in the second quarter. SPINS data through November 30 indicates growing competition in the sector, emphasizing the need for innovation.
Separately, TD Cowen reported on January 6, 2026, that e.l.f. Beauty's weekly sales showed improvement, with a 17% year-over-year increase. Sales trends also grew on a two-year stack basis compared to the prior week. The company's share gains rose to 70 basis points on a four-week basis relative to the previous reporting period. TD Cowen continues to rate the stock as a buy.
As of January 9, 2026, the stock has gained 13.38% year-to-date.
In fiscal 2026, e.l.f. Beauty expects annual costs exceeding $50 million due to rising U.S. import taxes. Reuters reports that China accounts for approximately 75% of the cosmetics manufacturer's global production.
e.l.f. Beauty, Inc. is a multi-brand beauty company offering inclusive, affordable, clean, vegan, and cruelty-free cosmetics and skin care products.