E.l.f. Beauty has won over younger consumers with its viral marketing and low-priced 'dupes' of prestige favorites.
E.l.f. Beauty beat Wall Street's quarterly estimates on the top and bottom lines as sales jumped 50%.
For fiscal 2025, E.l.f. now expects sales of between $1.28 billion and $1.3 billion, compared with its previous outlook of $1.23 billion and $1.25 billion. Analysts had expected sales guidance of $1.3 billion, according to LSEG. "If you look at our history over the last five years, these 22 quarters, we typically guide lower than where we eventually come out," said Amin. "We never want to get ahead of ourselves, and overall the strategy has worked just great ... we're going to take you through what we're seeing quarter by quarter, and hopefully we continue to kind of beat that."
It's known for creating value versions of prestige favorites, such as its new Bronzing Drops, which customers compare to Drunk Elephant's product Sunshine Drops. The prestige skin care line offers its product for $38, while E.l.f.'s retails for just $12.
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