e.l.f. Beauty Drops 38% in 2025: Strategies for Investing in 2026
Written by Emily J. Thompson, Senior Investment Analyst
Updated: Dec 12 2025
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Source: NASDAQ.COM
Stock Performance: e.l.f. Beauty's shares have dropped 37.9% year-to-date, underperforming the industry and major competitors, amid concerns over slowing organic growth and margin pressures.
Operational Challenges: The company's core business has weakened, with negative organic sales in Q2 2026 due to shipment disruptions and international growth slowing, particularly in Europe.
Cost Pressures: Tariff-driven cost increases, particularly from reliance on Chinese production, have significantly impacted gross margins, while high operating expenses and debt from acquisitions further strain financial performance.
Market Outlook: Analysts have downgraded earnings expectations for fiscal 2026 and 2027, indicating a cautious investment stance is advisable until there is clearer visibility on margin stabilization and core business recovery.
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Analyst Views on NUS
About NUS
Nu Skin Enterprises Inc. develops and distributes a comprehensive line of beauty and wellness solutions in approximately 50 markets worldwide. It has nine segments, consisting of its seven geographic Nu Skin segments - Americas, Southeast Asia/Pacific, Mainland China, Japan, Europe & Africa, South Korea, and Hong Kong/Taiwan - and two Rhyz segments - Manufacturing and Rhyz Other. Its brands include Nu Skin personal care, Pharmanex nutrition and ageLOC anti-aging. Its skin and beauty solutions include acne and blemishes, anti-aging, dark circles and puffiness, discoloration, dry skin, lifting and firming, lines and wrinkles, and oily skin and pores. Its nutrition solutions include bone and joint health, brain and memory, energy and stamina, heart health, immunity support, nail skin and hair health, and women's health. It offers various beauty devices, including ageLOC Rose Gold LumiSpa iO, ageLOC LumiSpa Silicone Head, ageLOC LumiSpa iO Stand and LumiSpa Rose Gold Accent Twin Pack.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
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