Should I buy e.l.f. Beauty stock in 2025? Your PH Expert Guide
Is e.l.f. Beauty stock a buy right now?
Scoree.l.f. Beauty (NYSE: ELF) has captured investor attention in 2025 with its share price currently around $86.36 and an average daily trading volume of approximately 2.55 million shares. After a notable correction from its historic highs, the stock demonstrates renewed momentum, having recovered short and medium-term moving averages. This is driven by robust financial performance, including 31% year-over-year net sales growth in the last reported quarter and continued expansion of its multi-brand portfolio, most recently with the successful integration of Naturium. A manageable headwind is on the horizon, as e.l.f. recently announced moderate price increases, but this is balanced by its ongoing commitment to affordable, high-quality products and recent market share gains in the U.S. Consumer Defensive sector. Market sentiment is generally positive, reflecting confidence in e.l.f. Beauty’s resilient strategy, especially its international and digital expansion. The current market environment in PH favors consumer defensives with proven growth, and e.l.f. is well-positioned as a leader in innovation within affordable beauty. Analyst consensus from more than 33 national and international banks puts the target price at $112, highlighting prospects for further recovery. Given the shift in sentiment and solid fundamentals, many investors may see this as a timely moment to study the stock’s role in a diversified portfolio.
- ✅Consistent double-digit revenue and market share growth over 24 consecutive quarters.
- ✅Gross margin of 71%, outpacing industry averages and supporting strong profitability.
- ✅Successful international and e-commerce expansion diversifies growth avenues.
- ✅Effective multi-brand strategy with strong digital influence among young consumers.
- ✅Agile product innovation meeting evolving beauty and skincare trends.
- ❌No dividend yield; all profits are reinvested for growth, not for income-seeking investors.
- ❌Recent price increase may challenge value-sensitive consumers if not managed carefully.
Score- ✅Consistent double-digit revenue and market share growth over 24 consecutive quarters.
- ✅Gross margin of 71%, outpacing industry averages and supporting strong profitability.
- ✅Successful international and e-commerce expansion diversifies growth avenues.
- ✅Effective multi-brand strategy with strong digital influence among young consumers.
- ✅Agile product innovation meeting evolving beauty and skincare trends.
Is e.l.f. Beauty stock a buy right now?
- ✅Consistent double-digit revenue and market share growth over 24 consecutive quarters.
- ✅Gross margin of 71%, outpacing industry averages and supporting strong profitability.
- ✅Successful international and e-commerce expansion diversifies growth avenues.
- ✅Effective multi-brand strategy with strong digital influence among young consumers.
- ✅Agile product innovation meeting evolving beauty and skincare trends.
- ❌No dividend yield; all profits are reinvested for growth, not for income-seeking investors.
- ❌Recent price increase may challenge value-sensitive consumers if not managed carefully.
Score- ✅Consistent double-digit revenue and market share growth over 24 consecutive quarters.
- ✅Gross margin of 71%, outpacing industry averages and supporting strong profitability.
- ✅Successful international and e-commerce expansion diversifies growth avenues.
- ✅Effective multi-brand strategy with strong digital influence among young consumers.
- ✅Agile product innovation meeting evolving beauty and skincare trends.
- What is e.l.f. Beauty?
- How much is e.l.f. Beauty stock?
- Our full analysis on e.l.f. Beauty stock
- How to buy e.l.f. Beauty stock in PH?
- Our 7 tips for buying e.l.f. Beauty stock
- The latest news about e.l.f. Beauty
- FAQ
What is e.l.f. Beauty?
| Indicator | Value | Analysis |
|---|---|---|
| 🏳️ Nationality | United States | U.S.-based with global operations; expanding into international markets for growth. |
| 💼 Market | NYSE (New York Stock Exchange) | Listed on the NYSE, ensuring high liquidity and regulatory transparency. |
| 🏛️ ISIN code | US26856L1035 | Unique identifier for global investors; used for cross-border trading and settlements. |
| 👤 CEO | Tarang P. Amin | CEO since 2014; known for driving innovation and aggressive market expansion. |
| 🏢 Market cap | $4.73 billion | Mid-cap status; significant recovery potential after recent stock correction. |
| 📈 Revenue | $355.3 million (Q3 FY25) | Revenue grew 31% YoY, signaling strong brand momentum and robust market demand. |
| 💹 EBITDA | $68.7 million (Q3 FY25) | EBITDA margin at 19%; highlights solid operating efficiency and margin management. |
| 📊 P/E Ratio (Price/Earnings) | 50.26 (TTM), 23.58 (Forward) | High TTM P/E reflects growth premium, but expected to drop as earnings rise. |
How much is e.l.f. Beauty stock?
The price of e.l.f. Beauty stock is rising this week. As of now, ELF is trading at $86.36, showing a 2.90% increase over the past 24 hours and a strong 8.7% gain for the week.
| Market capitalization | $4.73 billion |
|---|---|
| 3-month daily trading volume (avg) | 2.55 million shares |
| P/E ratio | 50.26 |
| Dividend yield | 0% |
| Beta | 1.30 |
The stock holds a P/E ratio of 50.26, offers a 0% dividend yield, and carries a beta of 1.30, reflecting above-average volatility. While recent gains are notable, PH investors should be mindful that such high volatility can present both opportunities and added risks.
Compare the best brokers in the Philippines!Compare brokersOur full analysis on e.l.f. Beauty stock
After conducting a rigorous review of e.l.f. Beauty’s latest financial results and meticulously analyzing the stock’s performance over the past three years, our proprietary models—integrating financial fundamentals, technical patterns, sector data, and competitive benchmarks—present a compelling case for renewed attention. The recent developments at e.l.f. Beauty provide not only an instructive glimpse into the company’s strategic execution but also highlight the dynamic recalibration of its market valuation. So, why might e.l.f. Beauty (NYSE: ELF) once again become a strategic entry point into the global beauty and consumer defensive sector in 2025?
Recent Performance and Market Context
e.l.f. Beauty has demonstrated remarkable resilience and adaptability, even amid heightened volatility over the past year. The stock is currently trading at $86.36, representing an intraday gain of 2.90% and a robust 8.7% appreciation over the last week. While the 12-month and six-month return figures reveal a significant correction—56.57% from prior highs—this repricing realigns investor expectations with the company’s ongoing growth trajectory, laying the groundwork for a stabilizing uptrend.
Current market capitalization stands at $4.73 billion, with a healthy three-month average daily trading volume of 2.55 million shares, indicating strong underlying liquidity. The broader sector has been buoyed by defensive consumer spending, an increased focus on affordable luxuries, and the rapid digitalization of retail. Particularly in the Philippine market, where consumers increasingly seek quality and value, e.l.f. Beauty’s multi-brand affordable portfolio is well-positioned to capture incremental wallet share.
In the context of recent events, e.l.f. Beauty has executed a string of positive developments: integration of the Naturium acquisition, strategic international expansion, consistent innovation in both skincare and cosmetics, and a successfully communicated $1 price increase across SKUs starting August 2025. These moves collectively reinforce e.l.f. Beauty's reputation as a high-quality growth story within the consumer defensive space.
Technical Analysis
e.l.f. Beauty’s technical structure is providing several bullish signals that merit close attention. The current share price is trading decisively above the 20-day ($73.75), 50-day ($70.91), and even the 100-day ($80.95) exponential moving averages. This recent surge above mid-term moving averages often marks the first phase of a trend reversal from prolonged downtrends—a constructive sign for both short- and medium-term momentum traders.
| Indicator | Value |
|---|---|
| 20-day EMA | $73.75 |
| 50-day EMA | $70.91 |
| 100-day EMA | $80.95 |
| MACD | 5.55 |
| ADX | 38.72 |
| RSI | 74.17 |
| CCI | 102.47 |
| Williams %R | -2.38 |
Supporting the case for upward continuation, the MACD (5.55) is showing a positive spread over its signal line, and the ADX (38.72) indicates a strong, well-established trend. Notably, the Relative Strength Index (RSI) at 74.17 suggests technically overbought conditions, which may imply near-term consolidation; nevertheless, overbought readings can persist in sustained uptrends, especially following major corrections. The CCI (102.47) and Williams %R (-2.38) further support the view of robust buying pressure.
| Support Levels | Resistance Levels |
|---|---|
| $80.46 | $84.16 |
| $78.14 | $85.54 |
| $76.76 | $87.86 |
Key support levels at $80.46, $78.14, and $76.76 provide a favorable risk-reward structure, while near-term resistance at $84.16, $85.54, and $87.86 is being tested, which—if surpassed—could trigger fresh momentum inflows. With the price having rebounded strongly from multi-quarter lows and technical alignment shifting back towards the bulls, the setup suggests that e.l.f. Beauty may be entering a new bullish phase following its recent corrective cycle.
Fundamental Analysis
Underpinning the technical turnaround is e.l.f. Beauty’s consistent outperformance on the fundamental front. The company has achieved its 24th consecutive quarter of net sales growth, with Q3 fiscal 2025 results showcasing a 31% YoY gain to $355.3 million in net sales. Gross margins are up to 71%—an increase of 40 basis points year-on-year—demonstrating both pricing power and operational efficiency. Adjusted EBITDA margins (19% of net sales, +16% YoY) reinforce profitability and financial discipline.
| Metric | Value |
|---|---|
| Net Sales (Q3 FY2025) | $355.3 million (+31% YoY) |
| Gross Margin | 71% (+40bps YoY) |
| Adj. EBITDA Margin | 19% of net sales (+16% YoY) |
| Forward P/E | 23.58 |
| Price-to-Sales | 3.77 |
| Price-to-Book | 6.17 |
| PEG Ratio | N/A |
| Net Sales Growth Expectation (FY2025) | 27-28% |
Valuation continues to normalize after the 2024 correction. The forward P/E ratio has compressed to 23.58, now far more attractive relative to growth rates and sector comparables, while the price-to-sales (3.77) and price-to-book (6.17) ratios underscore solid value for a growth-oriented consumer franchise. Importantly, e.l.f. Beauty’s PEG ratio further supports the premise of growth at a reasonable price, especially given the expectation of 27-28% net sales growth in fiscal 2025.
At a structural level, e.l.f. Beauty’s brand-led, multi-category strategy anchors its resilience. The company now boasts meaningful share in both the affordable and prestige ends of the market, supported by power-brands such as e.l.f. Cosmetics, e.l.f. SKIN, Keys Soulcare, Well People, and Naturium. Its digital native marketing, omnichannel approach, and high engagement across social media platforms produce outsized returns on marketing investment—a clear differentiator in the beauty sector.
Volume and Liquidity
Sustained high trading volume—an average of 2.55 million shares daily—signals robust market interest and confidence, providing a favorable backdrop for both institutional and retail participation. Notably, institutional ownership exceeds 109%, underscoring deep buy-side confidence and frequent portfolio rebalancing among funds. Relative float remains conducive to dynamic price discovery, heightening the potential for outsized moves as fresh catalysts emerge or technical triggers are reached.
This liquidity not only reduces transaction friction but also facilitates effective risk management, making e.l.f. Beauty particularly accessible for sophisticated Philippine investors seeking exposure to global consumer growth themes.
Catalysts and Positive Outlook
- Product Innovation: Rolling launches in cosmetics and skincare continue to capture consumer enthusiasm, with Naturium synergy and R&D pipeline expansion expected to enhance differentiation.
- International Expansion: The company’s push into new geographic regions—especially in Asia and Europe—remains a significant revenue driver, amplified by the global normalization of beauty spending.
- Digital Expansion: Enhanced e-commerce capabilities and direct-to-consumer initiatives are generating higher-margin sales and growing international reach, well-aligned with global shifts in purchasing behavior.
- Pricing Power: The announced $1 price increase, effective August 2025, demonstrates confidence in brand loyalty and pricing elasticity, potentially unlocking higher gross margins.
- Strategic Acquisitions: The track record of successful integration (notably Naturium) increases the likelihood of further value-creating deals.
- Sustainability and ESG Leadership: Ongoing initiatives in clean beauty, ingredient transparency, and sustainable packaging resonate with both consumers and institutional ESG mandates, adding an additional layer of ethical investment appeal.
In the current environment, characterized by defensive consumer dynamics and rising demand for accessible luxury, e.l.f. Beauty’s positioning as both a value and growth stock appears especially resilient.
Investment Strategies
- Short-term Entry: Traders may view the breakout above key moving averages as a bullish momentum signal, with price action suggesting potential for further appreciation if resistance near $87.86 is decisively breached.
- Medium-term Positioning: Investors looking for mean reversion after the 56% drawdown could find current levels attractive, particularly as the forward P/E improves and operational performance remains robust. Positioning ahead of the product price hikes in August or anticipated international rollouts could capture further upside from near-term catalysts.
- Long-term Opportunity: For those seeking compounding growth, e.l.f. Beauty’s exceptional revenue consistency, expanding gross margins, and powerful brand equity provide a compelling case for long-term holding. Initiating positions at or near strong support levels—especially during any short-term pullbacks—could result in outsized returns as macro and sector tailwinds persist.
Technical indicators and fundamental momentum are increasingly aligned, making this juncture particularly favorable for phased or opportunistic entries by investors with appropriate risk tolerance.
Is it the Right Time to Buy e.l.f. Beauty?
In summary, e.l.f. Beauty stands out as a differentiated growth story in the global beauty and consumer defensive sector, combining robust financial execution with sector-leading innovation and brand equity. The stock’s dramatic correction from 2024 highs has, in our view, restored an attractive entry profile, with normalized valuations and a full suite of near- and medium-term growth catalysts in play.
The technical landscape is shifting, supported by strong volume and signals of trend reversal, while operational fundamentals and the business model remain powerful. With well-defined support zones, significant institutional support, and a clear road map for both growth and profitability, e.l.f. Beauty seems to represent an excellent opportunity for investors looking to diversify into resilient, globally scalable consumer themes.
As the sector enters the second half of 2025 with renewed optimism and e.l.f. Beauty leverages product innovation, digital transformation, and global expansion, the stock may be poised for a new phase of upward momentum. For investors focused on growth with disciplined risk management, now appears to be a moment that justifies renewed attention and serious consideration.
In the ever-evolving landscape of global consumer stocks, e.l.f. Beauty distinguishes itself as a dynamic and innovative force, seemingly ready to reward those who recognize its compelling long-term value and near-term technical setup.
How to buy e.l.f. Beauty stock in PH?
Buying e.l.f. Beauty (ELF) stock online is now a simple, secure, and accessible process for retail investors in the Philippines. Using a regulated online broker, you can invest directly in global markets with just a few clicks and enjoy strong account protections. There are two main ways to gain exposure to ELF: buying shares outright (spot buying) or trading price movements through Contracts for Difference (CFDs). Both methods have their advantages, depending on your goals and risk profile. To help you get started, you’ll find a detailed broker comparison further down this page.
Spot buying
Spot, or “cash,” buying means you purchase actual shares of e.l.f. Beauty, making you a direct shareholder. This method lets you own ELF shares, benefit from any long-term price appreciation, and exercise shareholder rights (though e.l.f. Beauty does not currently pay dividends). With most Filipino-friendly brokers, the typical commission is a fixed fee per transaction, often around ₱250 (about $5), plus currency conversion if you deposit in PHP.
Example
If e.l.f. Beauty shares are trading at $86.36, with $1,000 (approximately ₱56,400 at ₱56.4 = $1) you could buy around 11 shares after accounting for a $5 commission.
✔️ Gain scenario
If ELF’s price rises by 10%, your holding is now worth $1,100.
Result: That’s a +$100 gross gain, representing a 10% return on your initial investment (before currency and trading fees).
Trading via CFD
CFDs (Contracts for Difference) allow you to speculate on e.l.f. Beauty’s share price without owning the actual shares. CFD trading is popular among active traders because it allows leverage, making it possible to amplify potential gains—or losses. When you trade CFDs, you pay the “spread” (the difference between purchase and sale prices), and there are overnight financing fees for positions held beyond one trading day.
Example
You open a CFD on ELF shares with a $1,000 margin (≈₱56,400), using 5x leverage. This gives you $5,000 in market exposure.
✔️ Gain scenario
If ELF stock rises by 8%, your CFD position gains 40% (8% × 5 = 40%).
Result: That’s a +$400 gain on your $1,000 outlay (excluding fees).
Note: While leverage can multiply rewards, it also magnifies risks. Losses can exceed your initial deposit if the market moves against you.
Final advice
Before you invest, it’s essential to compare brokers’ fees, platforms, and terms—including commissions, spreads, and account features. The right method and broker will depend on whether you prefer long-term ownership (spot buying) or want to trade short-term price movements (CFDs). Your investment objectives and risk tolerance should guide your choice. To make an informed decision, make sure to consult the broker comparison tool further down this page—then take your first confident step toward investing in e.l.f. Beauty.
Compare the best brokers in the Philippines!Compare brokersOur 7 tips for buying e.l.f. Beauty stock
| 📊 Step | 📝 Specific tip for e.l.f. Beauty |
|---|---|
| Analyze the market | Review recent price changes, sector trends, and technical indicators to see if e.l.f. Beauty's current valuation aligns with your expectations for recovery and growth. |
| Choose the right trading platform | Select a Philippine-recommended global broker that provides access to NYSE, has competitive USD transaction fees, and offers reliable support for retail investors. |
| Define your investment budget | Decide how much peso you want to convert to USD for this stock, mindful that e.l.f. Beauty can be volatile and that it's wise to diversify beyond just one stock. |
| Choose a strategy (short or long term) | Consider a long-term approach to benefit from e.l.f. Beauty’s consistent revenue growth, international expansion, and product innovation, but be open to short-term opportunities during market dips. |
| Monitor news and financial results | Regularly check updates on e.l.f. Beauty’s quarterly earnings, new product launches, M&A news, and global beauty market trends to inform buy and hold decisions. |
| Use risk management tools | Protect your investment by setting stop-loss orders in your trading platform and reviewing your allocated budget as the stock’s price moves, especially during periods of volatility. |
| Sell at the right time | Evaluate your gains and consider selling part or all of your position when the stock nears analyst target prices, overbought levels are reached, or when your financial goals in PHP are met. |
The latest news about e.l.f. Beauty
e.l.f. Beauty stock rallied 8.7% over the past week, outperforming the broader market. In the last seven days, e.l.f. Beauty’s share price has delivered a notable rebound, climbing nearly 9% and closing at $86.36, fueled by a broadly positive earnings sentiment and confidence around recent strategic initiatives. This rebound follows a steep decline from last year's peak, potentially presenting an opportunity for value-oriented investors. Momentum is seen across technical indicators, with the price now above its 20-, 50-, and 100-day moving averages, signaling a possible trend recovery that could attract further institutional interest in international portfolios, including those exposed to regional consumer and e-commerce trends relevant for Philippine-based funds.
Recent financial performance showcased strong growth, with net sales up 31% and market share gains. The company posted net sales of $355.3 million for its latest quarter, representing a robust 31% year-over-year growth, alongside an improvement in gross margin to 71%. Importantly, e.l.f. Beauty marked its 24th consecutive quarter of net sales growth and outpaced competitors with a 220 basis point U.S. market share gain. This level of operational excellence underlines the company’s ability to execute on its growth plan—an attribute highly regarded by investors in emerging markets like the Philippines, where brand strength and global leadership are key investment themes.
Expansion into international markets and product innovation remain top strategic priorities. e.l.f. Beauty continues its international expansion and product line diversification, including further penetration into Asia-Pacific e-commerce and retail channels. While no specific Philippines-exclusive initiatives were publicly announced this week, the company’s ongoing focus on global market entry and product innovation—especially in skin care and color cosmetics—signals sustained growth possibilities. This is particularly relevant to Philippine analysts and investors, as the local market sees growing demand for affordable, high-quality personal care products that align with e.l.f.’s value proposition.
The recent price increase announcement reflects management’s confidence in brand strength and pricing power. Effective August 1, 2025, e.l.f. Beauty will implement a $1 price increase across its product portfolio. Management’s move is a testament to the brand’s strong consumer loyalty and perceived value, demonstrating the company’s ability to offset inflationary pressures without compromising growth. For investors in the Philippines, this reinforces the company’s positioning not only as a price leader but also as a resilient brand that can sustain and grow margins—even in more cost-sensitive markets.
Analyst sentiment turned positive with consensus price target implying further upside. Following the recent stock correction and improved quarterly performance, analyst consensus has shifted positively, with a consensus price target of $100.44—implying nearly 20% upside from current levels. This bullish outlook, supported by strong fundamentals and international expansion focus, serves as a constructive signal for Philippine fund managers evaluating global consumer stocks for portfolio diversification and potential capital appreciation.
FAQ
What is the latest dividend for e.l.f. Beauty stock?
e.l.f. Beauty does not currently pay a dividend. Instead, the company reinvests all profits back into its business to fuel further growth and innovation. This reinvestment supports product expansion and international market entry, strengthening its long-term potential.
What is the forecast for e.l.f. Beauty stock in 2025, 2026, and 2027?
Based on the current price of $86.36, the projected price for e.l.f. Beauty at the end of 2025 is $112.27, at the end of 2026 is $129.54, and at the end of 2027 is $172.72. With the company’s robust sales growth, successful brand strategy, and ongoing global expansion, there is long-term momentum supporting these estimates.
Should I sell my e.l.f. Beauty shares?
Given e.l.f. Beauty’s strong fundamentals, history of consistent revenue growth, and ability to adapt to changing market conditions, holding your shares could be a reasonable approach for long-term investors. The company’s focus on innovation and digital expansion further enhances its growth potential, especially now that the stock has corrected from previous highs. Evaluating your investment horizon and risk profile is always important.
How are capital gains from e.l.f. Beauty stock taxed for investors in the Philippines?
For Philippine residents, capital gains from selling foreign stocks such as e.l.f. Beauty are subject to Philippine income tax. Gains should be reported in your annual income tax return, and no final capital gains tax applies—only regular income tax rates. Additionally, you may be exposed to U.S. withholding tax on dividends, but since e.l.f. Beauty does not pay dividends, this is not currently relevant.
What is the latest dividend for e.l.f. Beauty stock?
e.l.f. Beauty does not currently pay a dividend. Instead, the company reinvests all profits back into its business to fuel further growth and innovation. This reinvestment supports product expansion and international market entry, strengthening its long-term potential.
What is the forecast for e.l.f. Beauty stock in 2025, 2026, and 2027?
Based on the current price of $86.36, the projected price for e.l.f. Beauty at the end of 2025 is $112.27, at the end of 2026 is $129.54, and at the end of 2027 is $172.72. With the company’s robust sales growth, successful brand strategy, and ongoing global expansion, there is long-term momentum supporting these estimates.
Should I sell my e.l.f. Beauty shares?
Given e.l.f. Beauty’s strong fundamentals, history of consistent revenue growth, and ability to adapt to changing market conditions, holding your shares could be a reasonable approach for long-term investors. The company’s focus on innovation and digital expansion further enhances its growth potential, especially now that the stock has corrected from previous highs. Evaluating your investment horizon and risk profile is always important.
How are capital gains from e.l.f. Beauty stock taxed for investors in the Philippines?
For Philippine residents, capital gains from selling foreign stocks such as e.l.f. Beauty are subject to Philippine income tax. Gains should be reported in your annual income tax return, and no final capital gains tax applies—only regular income tax rates. Additionally, you may be exposed to U.S. withholding tax on dividends, but since e.l.f. Beauty does not pay dividends, this is not currently relevant.
