elf Beauty Stock Price, News & Analysis

e.l.f. Beauty (NYSE:ELF) has launched a creative legal-themed marketing campaign called "e.l.f.ino & schmarnes" featuring drag star Heidi N Closet and comedian Matt Rife. The campaign humorously advocates for affordable beauty products, highlighting that 75% of e.l.f. Cosmetics products are priced at $10 or under.

The campaign showcases key products including the $9 Incredi-Curl Mascara, $15 Halo Glow Liquid Filter, $9 Glow Reviver Melting Lip Balm, and $9 Glow Reviver Lip Oil. The initiative includes a promotional event at NYC's Oculus on August 13, 2025, where customers can participate in the brand's advocacy for affordable beauty.

e.l.f. Beauty (NYSE: ELF) reported strong Q1 fiscal 2026 results, marking its 26th consecutive quarter of net sales growth. The company achieved net sales of $353.7 million, up 9% year-over-year, driven by strength in retail and e-commerce channels. Gross margin decreased 215 basis points to 69%, primarily due to tariffs.

Key financial metrics include adjusted EBITDA of $87.1 million (25% of net sales), net income of $33.3 million, and adjusted diluted EPS of $0.89. The company expects net sales growth above 9% for the first half of fiscal 2026.

Notably, e.l.f. Beauty announced the acquisition of rhode, Hailey Bieber's beauty brand, for $800 million, funded through a combination of $600 million in cash via Term Loan and $200 million in stock, with a potential earnout of up to $200 million based on future growth.

e.l.f. Beauty (NYSE:ELF) has expanded its sports partnerships by signing four National Women's Soccer League (NWSL) players as part of its commitment to Empowering Legendary Females. The new ambassadors include Melanie Barcenas (San Diego Wave FC), Abby Dahlkemper (Bay FC), Lo'eau LaBonta (Kansas City Current), and Jaedyn Shaw (North Carolina Courage).

The partnership, extending through 2025, will feature the athletes in editorial content, appearances, events, and campaigns. This initiative builds on e.l.f.'s position as the first official makeup and skincare partner of the NWSL and Presenting Partner of the NWSL Challenge Cup through 2027. The brand continues to support women breaking barriers in sports, with additional partnerships in hockey, racing, swimming, and wrestling.

["Multi-year partnership with NWSL demonstrates long-term commitment to women's sports", "Strategic expansion of brand visibility through sports partnerships", "Association with successful athletes enhances brand credibility"]

e.l.f. Beauty (NYSE: ELF) has scheduled its first quarter Fiscal 2026 earnings webcast for August 6, 2025 at 4:30 p.m. Eastern Time. The company will release its financial results before the webcast.

The earnings call will feature presentations from Chairman and CEO Tarang Amin and SVP and CFO Mandy Fields. Investors can access the live webcast through the company's investor relations website, with a replay available afterward for those unable to attend the live event.

e.l.f. Beauty (NYSE: ELF) has announced a strategic partnership with Hello Sunshine, Reese Witherspoon's media company, to launch Sunnie - a revolutionary media and lifestyle brand focused on empowering young women. The initiative aims to provide tools and support for teens and young women ages 13-18, creating both online and offline experiences that promote confidence, community, and self-expression. Based on research conducted with 1,000 girls, showing 92% prefer brands that let them define success personally, Sunnie will offer content across multiple platforms focusing on emotional wellness, storytelling, and style discovery. The partnership includes the launch of 'color e.l.f.-nalysis,' a beauty-meets-identity tool on Pinterest helping users discover their personal aesthetic. This collaboration represents e.l.f.'s commitment to creating growth pathways for next generations while aligning with Hello Sunshine's mission to help young women shape their own narratives.

e.l.f. Beauty (NYSE:ELF) has launched 'color e.l.f.nalysis', a free digital tool that provides personalized color analysis for makeup selection. Users can upload a selfie to receive analysis of their hue, value, and chroma, determining their color season and matching them with curated, shoppable Pinterest boards of e.l.f. products. The initiative was developed in partnership with Pinterest, leveraging their insights showing a 22x increase in color season analysis interest and 1.6 billion makeup-related searches last year. The collaboration includes Pinterest's new collages format and creator partnership packages, with data showing significant increases in seasonal makeup trends - 23% for 'true summer makeup' and 30% for 'spring color palette analysis'. The tool will be showcased at Pinterest Manifestival in Cannes on June 19, 2025.

e.l.f. Cosmetics (NYSE:ELF) expands its presence in women's sports by partnering with two National Women's Soccer League clubs - San Diego Wave FC and Kansas City Current. As the first official makeup and skincare partner of the NWSL through 2027, e.l.f. will create fan-first experiences at upcoming matches. On June 22, 2025, e.l.f. will sponsor Wave FC's Pups at the Pitch match featuring adoptable dogs from The Animal Pad. On August 16, 2025, they will host activations at Kansas City Stadium. Both events will include the e.l.f. Training Center, featuring soccer skills testing, a recovery area, photo experiences, custom trading cards, and livestreaming on e.l.f. You! Twitch channel. This initiative builds on e.l.f.'s broader commitment to women's sports, including partnerships with the Billie Jean King Cup, National Women's Hockey League, and various female athletes.

e.l.f. SKIN (NYSE:ELF) is launching "Sunhinged," a comedy special roasting the Sun to address SPF awareness among Gen-Z consumers. The special, debuting June 14 on YouTube, features host Marie Faustin alongside celebrities Meghan Trainor, Heidi N' Closet, and others. The campaign highlights concerning statistics: 64% of Gen-Z often forget sunscreen application, only 34% prioritize skin cancer prevention, and 50% experience severe summer sunburns. The initiative promotes e.l.f.'s Suntouchable SPF collection and aligns with research showing 91% of people prefer funny brands. The special's trailer premiered at Tribeca Festival, with e.l.f. partnering with Above Average, an Emmy-winning comedy production company.

e.l.f. Beauty (NYSE: ELF) has announced a $1 billion acquisition of rhode, a prestige skincare brand founded by Hailey Bieber. The deal includes $800 million payable at closing ($600M cash, $200M in ELF shares) and a potential $200 million earnout based on future growth. rhode, known for its high-performance skincare products, generated $212 million in net sales for the 12 months ended March 31, 2025, more than doubling its consumer base over the past year. Hailey Bieber will continue as Founder and serve as Chief Creative Officer and Head of Innovation. The brand plans to launch in Sephora across North America and the U.K. by year-end. This strategic acquisition marks e.l.f. Beauty's expansion into the prestige beauty channel and represents approximately 3.8x LTM net sales. The transaction is expected to close in Q2 Fiscal 2026.