Elf Beauty continues its upward trajectory in the cosmetics sector, recording a significant 50% increase in sales this quarter.
In its first fiscal quarter, Elf Beauty’s revenue hit $324.5 million, allowing the company to increase its full-year projections. This growth is a continuation of a 76% increase reported in the same quarter last year.
In an interview with CNBC, CEO Tarang Amin noted that growth has been consistent across all product categories. The newly launched Bronzing Drops serum emerged as a bestseller on Elf’s website shortly after its launch.
An analysis of the company’s financial performance versus Wall Street forecasts, based on LSEG analyst surveys, revealed:
- Adjusted earnings per share were $1.10, beating estimates of 84 cents.
- Revenue was $324 million, beating expectations of $305 million.
For the quarter ended June 30, Elf reported net income of $47.6 million, or 81 cents a share, down slightly from $53 million, or 93 cents a share, a year earlier.
After solid and steady growth, Wall Street expectations remain elevated for Elf Beauty. The company upgraded its fiscal 2025 revenue forecast to a range of $1.28 billion to $1.3 billion, up from the previous range of $1.23 billion to $1.25 billion.
Adjusted net income expectations were also revised to between $198 million and $201 million, up from the previous range of $187 million to $191 million. Adjusted earnings per share are now expected to be between $3.36 and $3.41, up slightly from the previous range of $3.20 to $3.25.
Despite these positive changes, Elf shares fell 6% in extended trading.
Reflecting on historical performance, CFO Mandy Fields explained during a financial call that Elf’s conservative guidance strategy often leads to it beating initial forecasts.
Amin reassured investors of the continued consumer engagement in the beauty industry and expressed optimism about the company’s strategic positioning. He highlighted Elf’s resilience through various market challenges over the past 22 quarters, attributing the success to the company’s core business model.
Founded in 2004, Elf has revitalized its brand, particularly targeting younger audiences through innovative marketing on platforms like TikTok and Roblox.
Elf’s recent introduction of Bronzing Drops, an affordable product priced at $12 less than similar high-end products, has been well received, driven by community demand and effective digital engagement.
While significant marketing investments impacted earnings this quarter, Elf remains committed to strategic advertising spend, which continues to generate strong returns and build significant brand awareness.
