ELF Stock: Insider Activity, Filings & Research

e.l.f. Beauty, Inc. (ELF) — Drillr’s hub for ELF insider activity, SEC filings, earnings signals and AI research. Over the trailing 3 months, ELF insiders filed 0 open-market buys and 9 sales (SEC Form 4).

Sentiment

0/100

Buys (3m)

Sells (3m)

Net (3m)

-$13.7M

Insider trades by month Buys Sells

Oct

Nov

Dec

Feb

Apr

Jun

Context3-month price -35.3%Institutions mixed (13F)

Date	Insider	Type	Shares	Price
Jun 1, 2026	Levitan Lauren Cooksdirector	Sell	7,714	$56.31
Jun 1, 2026	Levitan Lauren Cooksdirector	Option	7,714	$8.23
Apr 28, 2026	Hartnett Jennifer Catherineofficer: Chief Commercial Officer	Grant	36,956	—
Apr 28, 2026	MARCHISOTTO KORYofficer: See Remarks	Grant	42,237	—
Apr 28, 2026	Milsten Scottother: See remarks	Sell	23,797	$63.66
Apr 28, 2026	FIELDS MANDY Jofficer: See Remarks	Grant	42,237	—
Apr 28, 2026	Hartnett Jennifer Catherineofficer: Chief Commercial Officer	Sell	20,829	$63.66
Apr 28, 2026	AMIN TARANGdirector, officer: Chief Executive Officer	Grant	73,914	—
Apr 28, 2026	Franks Joshua Allenofficer: SVP, Operations	Grant	42,237	—
Apr 28, 2026	AMIN TARANGdirector, officer: Chief Executive Officer	Sell	41,520	$63.66
Apr 28, 2026	Franks Joshua Allenofficer: SVP, Operations	Sell	23,535	$63.66
Apr 28, 2026	FIELDS MANDY Jofficer: See Remarks	Sell	23,656	$63.66
Apr 28, 2026	MARCHISOTTO KORYofficer: See Remarks	Sell	23,796	$63.66
Apr 28, 2026	Milsten Scottother: See remarks	Grant	42,237	—
Apr 2, 2026	AMIN TARANGdirector, officer: Chief Executive Officer	Sell	21,250	$62.93

Source: ELF SEC Form 4 filings, latest Jun 1, 2026. For informational purposes only — not investment advice.

Overview

e.l.f. Beauty, Inc. (NYSE:ELF) is a rapidly growing cosmetics company founded in 2004 and headquartered in Oakland, California. Originally known as J.A. Cosmetics Holdings, Inc., the company rebranded to e.l.f. Beauty in April 2016, shortly before going public in September 2016. The company has experienced remarkable growth over the past decade, evolving from a small disruptive beauty brand to a major player in the mass cosmetics market, achieving over $1 billion in annual net sales by fiscal 2024. e.l.f. Beauty operates multiple brands including its flagship e.l.f. Cosmetics and e.l.f. Skin lines, along with acquired brands Naturium, Well People, and Keys Soulcare.

Business

e.l.f. Beauty operates in the mass cosmetics and skincare industry, which sits between drugstore beauty products and premium department store brands. The company's core business revolves around developing, manufacturing, and selling affordable beauty products that deliver quality comparable to higher-priced alternatives. The company's primary brand, e.l.f. Cosmetics, focuses on color cosmetics including eye makeup, lip products, face makeup, and beauty tools like brushes and sponges. The average product price point is approximately $6.50, making professional-quality cosmetics accessible to a broad consumer base. The brand has become particularly popular among Generation Z and Millennial consumers who discovered it through social media platforms. e.l.f. Skin represents the company's skincare division, which has grown rapidly to become a top-10 skincare brand in tracked channels. This segment includes facial cleansers, moisturizers, serums, and targeted treatments that maintain the brand's accessible pricing philosophy. The company also operates several acquired brands: Naturium is a skincare brand focused on ingredient-driven formulations that has expanded into major retailers like Target and Ulta Beauty. Well People offers clean beauty products, while Keys Soulcare combines skincare with wellness positioning. Based on recent financial disclosures, color cosmetics represents the largest revenue segment at approximately 70-75% of total sales, with skincare accounting for roughly 15-20%, and international sales contributing about 20% of total revenue. The company's multi-brand portfolio strategy allows it to capture different consumer segments while maintaining its core value proposition of accessible, high-quality beauty products.

Revenue model

e.l.f. Beauty generates revenue primarily through product sales across multiple distribution channels. The company sells its cosmetics and skincare products through national retailers including Target, Walmart, CVS, Ulta Beauty, and Dollar General, as well as international distributors and direct-to-consumer channels including its e-commerce platform and mobile app. The company's business model centers on high-volume, low-margin sales with an asset-light approach. Rather than owning manufacturing facilities, e.l.f. partners with third-party manufacturers, allowing for flexible production scaling and reduced capital requirements. This model enables the company to maintain competitive pricing while achieving reasonable margins through volume sales. Key customers include major retail chains that pay for products upfront, providing predictable cash flow. The company has also built a significant direct-to-consumer business through its Beauty Squad loyalty program, which has grown to 5.6 million members, and its mobile app with over 3 million downloads. Digital channels now drive approximately 24% of total consumption. Several factors influence the company's margins and profitability. Positive margin drivers include economies of scale from growing sales volumes, pricing power from strong brand recognition, and operational efficiency improvements. The company's focus on "Holy Grail" products—standout items that become viral sensations—allows for premium pricing within the mass market category. Margin pressures come from intense competition in the beauty industry, potential supply chain disruptions, commodity price inflation affecting packaging and ingredients, and the company's significant marketing investments which typically run 24-26% of net sales. Currency fluctuations also impact international operations, while potential tariffs on imported goods could affect cost structures. The company's rapid growth requires continued investment in infrastructure, technology, and talent acquisition, which can temporarily pressure margins during expansion phases.

Competitive moat

e.l.f. Beauty has developed a moderate but growing competitive moat built on several interconnected advantages. The company's primary moat stems from its brand positioning and consumer loyalty, particularly among younger demographics. Having achieved the #1 favorite cosmetics brand ranking among teens for multiple consecutive years, e.l.f. has established strong brand recognition that translates into pricing power within the mass market segment. The company's digital-first marketing approach creates a sustainable advantage in reaching and engaging its target demographic. With 33% unaided brand awareness (up from 13% historically) and strong social media presence, e.l.f. has built direct relationships with consumers that bypass traditional beauty industry gatekeepers. This digital competency is reinforced by proprietary data from its Beauty Squad loyalty program and mobile app user base. Operational advantages include the company's asset-light manufacturing model and strong retail relationships. e.l.f. has become one of the most productive beauty brands per retail square foot, giving it negotiating power with retailers and preferred shelf space. The company's innovation capabilities, evidenced by having 6 of the top 10 new cosmetics product launches, provide ongoing competitive differentiation. However, the moat faces significant challenges. The beauty industry has low barriers to entry, with new brands regularly emerging through social media and direct-to-consumer channels. Established competitors like L'Oréal, Revlon, and Maybelline have substantially larger marketing budgets and distribution networks. Additionally, changing consumer preferences in beauty can quickly shift market dynamics, as evidenced by the recent category softness in color cosmetics. The company's international expansion and multi-brand strategy represent efforts to strengthen its competitive position, but these initiatives are still developing. While e.l.f. has built a solid foundation, its moat remains vulnerable to well-funded competition and rapid industry changes, requiring continued innovation and marketing investment to maintain its position.

Risks & safety

e.l.f. Beauty presents a moderate margin of safety with some financial strength but elevated valuation concerns. **Financial Stability:** - Cash position of $73.8 million with current ratio of 1.90, indicating adequate short-term liquidity - Debt-to-equity ratio of 0.39 suggests manageable leverage levels - Recent negative free cash flow of -$19.8 million raises some concern about cash generation - Strong balance sheet with total assets of $1.26 billion and net worth of approximately $767 million **Valuation Metrics:** - Price-to-earnings ratio of 50.1x indicates expensive valuation relative to current earnings - EV/EBITDA of 52.0x suggests significant premium pricing - Price-to-book ratio of 9.2x reflects high market expectations - Graham number of $13.85 versus current price around $71 indicates substantial overvaluation by traditional metrics **Other Considerations:** - Consistent revenue growth over 24 consecutive quarters provides operational stability - High marketing spend (24-26% of sales) creates earnings volatility - International expansion and category growth provide long-term upside potential - Cyclical nature of beauty spending creates earnings uncertainty

Recent development

Over the past few years, e.l.f. Beauty has executed several strategic initiatives that have transformed it from a niche beauty brand into a major industry player. The company's most significant development has been its aggressive international expansion, growing international sales by over 90% annually and expanding into 15 countries including Germany, Mexico, Australia, and throughout Europe. This expansion has increased international revenue from 12% to 20% of total sales. The company has also pursued a multi-brand strategy through strategic acquisitions, most notably Naturium, which has become a significant growth driver contributing approximately 16 percentage points to net sales growth. Naturium's expansion into Target and Ulta Beauty has strengthened e.l.f.'s position in the rapidly growing skincare category, where the company has risen from #19 to a top-10 brand. Digital transformation has been another key focus, with the company building a Beauty Squad loyalty program that has grown to 5.6 million members and launching a mobile app with over 3 million downloads. Digital channels now represent 24% of consumption, up from 14% just a few years ago. The company has also pioneered innovative marketing approaches, including partnerships with platforms like Roblox and viral social media campaigns that have increased unaided brand awareness from 13% to 33%. Retail expansion has broadened the company's distribution footprint significantly. Recent partnerships include Dollar General for underserved markets, Sephora Mexico for premium positioning, and expanded presence in existing retailers like Target and Walmart. The company has also strengthened its position in beauty specialty retailers like Ulta Beauty. Innovation remains central to the strategy, with e.l.f. maintaining its "Holy Grail" product development approach that has produced viral sensations like Camo Concealer, Putty Primer, and Halo Glow products. The company has expanded from 8 to 18 leading segments in color cosmetics while simultaneously building its skincare credentials.

ELF company profile · for informational purposes only — not investment advice.

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