What Makes E.L.F. Beauty A ‘Sticky' Brand Besides Its Power Grip Primer

Joey King for e.l.f. Cosmetics' "Fandom" campaign Courtesy of e.l.f. Beauty E.l.f. Beauty, the cosmetic company that stands for eyes-lips-face and is ranked number two in Forbes most successful mid-cap stock list, is under pressure from allegations by Muddy Waters’ Carson Block that it has “materially overstated revenue” by about $135 million to approximately $190 million over the last three quarters.On Wednesday, November 20, Muddy Waters announced it was short-selling its ELF stock holdings, claiming the ...