Is ELF's Pricing Strategy Offsetting Tariff-Driven Costs Through 2026?

Core Insights - e.l.f. Beauty Inc. is leveraging pricing discipline to manage tariff pressures through fiscal 2026, achieving a 14% year-over-year net sales growth in Q2 of fiscal 2026 despite significant tariff challenges [1][9] Pricing Strategy - A $1 price increase across the portfolio was implemented on August 1, 2025, to mitigate the impact of higher tariffs from China-based production, with 75% of products still priced at $10 or below and an average retail price of $7.50 [2] - The core e.l.f. brand experienced a 7% growth in Q2, indicating strong consumer demand and limited price elasticity following the price increase [2] Profitability and Margins - Tariffs negatively impacted the gross margin, which declined by approximately 165 basis points year-over-year, but pricing and product mix helped stabilize margins against an estimated 3,500-basis-point tariff headwind for the year [3] - Management estimates that a 10 percentage-point increase in tariffs results in $17 million in annualized cost pressure, highlighting the importance of proactive pricing adjustments [3] Product Mix and Growth Outlook - The introduction of the Rhode brand supports margin defense through product mix enhancement, contributing positively to gross margin recovery despite near-term profitability compression due to tariffs [4] - e.l.f. Beauty anticipates sequential gross margin improvement in the second half of fiscal 2026, driven by pricing strategies, product mix benefits, and moderating tariff rates, with full-year net sales growth projected at 18-20% and organic growth at 3-4% [5] Market Performance and Valuation - e.l.f. Beauty's shares have declined by 35.1% over the past six months, contrasting with the industry's growth of 16.5%, while competitors Nu Skin and Coty have seen share price movements of 30.1% increase and 33.4% decrease, respectively [6] - The forward 12-month price-to-earnings ratio for e.l.f. Beauty is 23.55, lower than the industry average of 29.35, indicating a premium valuation compared to Nu Skin and Coty [7] Earnings Estimates - The Zacks Consensus Estimate for e.l.f. Beauty's fiscal 2026 earnings suggests a year-over-year decline of 15.9%, while fiscal 2027 indicates a growth of 24.7%, with recent downward revisions of 8 cents and 18 cents per share for fiscal 2026 and 2027, respectively [10]