e.l.f. Beauty (NYSE: ELF) is one of 26 public companies in the “SOAPS/COSMETICS” industry, but how does it compare to its competitors? We will compare e.l.f. Beauty to similar businesses based on the strength of its dividends, valuation, profitability, institutional ownership, earnings, analyst recommendations and risk.

Institutional and Insider Ownership

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87.7% of e.l.f. Beauty shares are owned by institutional investors. Comparatively, 56.0% of shares of all “SOAPS/COSMETICS” companies are owned by institutional investors. 16.5% of e.l.f. Beauty shares are owned by company insiders. Comparatively, 16.8% of shares of all “SOAPS/COSMETICS” companies are owned by company insiders. Strong institutional ownership is an indication that hedge funds, endowments and large money managers believe a company is poised for long-term growth.


This table compares e.l.f. Beauty and its competitors’ net margins, return on equity and return on assets.

Net Margins Return on Equity Return on Assets
e.l.f. Beauty 12.40% 13.88% 5.73%
e.l.f. Beauty Competitors 0.18% 21.74% -3.77%

Analyst Recommendations

This is a breakdown of current ratings for e.l.f. Beauty and its competitors, as provided by MarketBeat.com.

Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
e.l.f. Beauty 1 4 4 0 2.33
e.l.f. Beauty Competitors 307 1145 1130 29 2.34

e.l.f. Beauty currently has a consensus target price of $22.20, indicating a potential upside of 16.35%. As a group, “SOAPS/COSMETICS” companies have a potential downside of 0.67%. Given e.l.f. Beauty’s higher probable upside, equities analysts clearly believe e.l.f. Beauty is more favorable than its competitors.

Risk and Volatility

e.l.f. Beauty has a beta of 1.68, meaning that its share price is 68% more volatile than the S&P 500. Comparatively, e.l.f. Beauty’s competitors have a beta of 0.35, meaning that their average share price is 65% less volatile than the S&P 500.

Earnings and Valuation

This table compares e.l.f. Beauty and its competitors revenue, earnings per share and valuation.

Gross Revenue Net Income Price/Earnings Ratio
e.l.f. Beauty $269.89 million $33.47 million 28.06
e.l.f. Beauty Competitors $15.45 billion $2.24 billion 25.57

e.l.f. Beauty’s competitors have higher revenue and earnings than e.l.f. Beauty. e.l.f. Beauty is trading at a higher price-to-earnings ratio than its competitors, indicating that it is currently more expensive than other companies in its industry.


e.l.f. Beauty beats its competitors on 7 of the 13 factors compared.

About e.l.f. Beauty

e.l.f. Beauty, Inc., formerly J.A. Cosmetics Holdings, Inc., is a cosmetic company. The Company conducts its business under the name e.l.f. Cosmetics, and offers products for eyes, lips and face to consumers through its retail customers, e.l.f. stores and e-commerce channels. The Company offers a range of products for eyes, such as eyeshadow, eyeliner, mascara and eyelashes, eyebrows, concealer and primer, brushes and tools, and sets and palettes. The Company offers lipstick, lip gloss, lipliner, and lip care and brushes. The Company launches its products on elfcosmetics.com, and distribution is generally only broadened to its retail customers after it receives consumer validation online. The Company sells its products in national and international retailers (with international primarily serviced by distributors) and direct-to-consumer channels. It sells its products in retail stores in the United States across mass, drug store, food and specialty retail channels.

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