What elf Beauty Does & How It Makes Money (ELF)

Updated October 2026 · reflects elf Beauty's latest reported financials

Affordable cosmetics and skincare company behind e.l.f., Naturium and Rhode. It earns revenue by selling its cosmetics and skincare products wholesale to national and international retailers, and directly to consumers through its e-commerce channel.

How elf Beauty makes money

It earns revenue by selling its cosmetics and skincare products wholesale to national and international retailers, and directly to consumers through its e-commerce channel.

What elf Beauty does

e.l.f. Beauty, Inc. is a beauty company headquartered in Oakland, California, that provides cosmetics and skincare products worldwide. Founded in 2004 as J.A. Cosmetics Holdings, it took the e.l.f. Beauty name in April 2016. Its products cover eye, lip, face and skin care categories. The company operates a multi-brand portfolio: its core e.l.f. Cosmetics and e.l.f. Skin lines plus Well People, Naturium and Rhode. It reaches customers through national and international retailers and through its own direct-to-consumer e-commerce channel, which puts it in the household and personal products segment of consumer defensive stocks.

Products & services

• e.l.f. Cosmetics
• e.l.f. Skin
• Naturium
• Rhode
• Well People

What is elf Beauty worth?

On an owner-earnings DCF, elf Beauty's most-likely value is about $193 versus a recent price near $109 (77% below fair value). But TacticScale only calls a stock undervalued when the price sits below its conservative no-growth floor (~$52) with a margin of safety — so the honest verdict here is “Fairly priced — no edge.” Fair value earns its keep only at the extremes, not in the wide middle.

Related companies

The Estée Lauder Companies (EL) · Ulta Beauty (ULTA) · Proya Cosmetics (603605.SS) · Edgewell Personal Care (EPC) · Coty (COTY)