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We delivered a seventh consecutive year of industry-leading results with net sales growth of 25%, marking 29 consecutive quarters of growth of more than 20%.
It successfully diversified the business through the acquisitions of Rhode and Naturium, and non-elf brands now account for 30% of global consumption.
It attributed a recent moderation in growth at elf’s flagship brand to a slower-than-expected start to innovation in spring 2026 and consumer sensitivity to previous price increases.
A significant decline in unit volume was identified following a $1 price increase in August 2025, prompting a strategic pivot toward aggressive value positioning.
It reduced the price of Halo Glow Skin Tint from $18 to $14 as a test, resulting in a 38% increase on Amazon and triple-digit gains on TikTok Shop.
The supply chain strategy was changed to reduce dependence on China, and manufacturing outside of China increased from 1% to more than 45% in three years.
New leadership, including a president of elf Brands and a chief technology and artificial intelligence officer, was appointed to focus on brand scaling and digital transformation.