e.l.f. Beauty, Inc. Overview
Pro stress-test →e.l.f. Beauty is a different kind of company that disrupts norms, shapes culture and connects communities, through positivity, inclusivity and accessibility, with the mission to make the best of beauty accessible to every eye, lip and face. The company operates a multi-brand portfolio with fiscal 2026 annual revenue of $1,636.5 million.
Strategic Profile
Pro stress-test →Fiscal 2026 marked e.l.f.'s 7th consecutive year of net sales and market share growth. All five of the company's brands grew in fiscal 2026, with rhode and Naturium delivering particularly strong results. Of the nearly 1,800 cosmetics and skincare brands tracked by Nielsen, only 14 have surpassed $200 million in annual retail sales, and e.l.f. owns four of these elite brands.
Competitive Landscape
Pro stress-test →e.l.f. competes in the mass-market and prestige beauty segments against brands including L'Oréal's mass-market portfolio (NYX, Maybelline), Estée Lauder's portfolio (Clinique, MAC, Bobbi Brown), Unilever brands, and independent prestige brands. The company's value-accessible positioning and multi-brand strategy differentiate it from traditional fragmented competitors, particularly among Gen Z and millennial consumers seeking premium quality at accessible price points.
Industry Context
e.l.f. Beauty, Inc. operates in Mass-market prestige cosmetics and multi-category beauty.
Key facts
Founded: 2004 · Headquarters: Oakland, US · Employees: N/A · Revenue: $1,636.5 million (FY2026) · Market cap: N/A