One of the kind of more interesting recession indicators that is out there is called the lipstick effect. It was identified by Leonard Lauder who was the CEO of Estee Lauder at the time and he noticed that during economic downturns makeup sales went up. >> H >> so he called it it's got it's been dubbed the lipstick effect.>> It's just like you're bummed out. You got to find some like small way to feel better. >> Yes.Well, what happens is like people cut back and this is true for men and women. cut back on b ...

Core Insights - E.l.f. Beauty believes that consumers will maintain their self-care routines during uncertain economic times, potentially even increasing their spending on affordable beauty products [1][6] - The company's stock fell sharply after reporting lower-than-expected full-year revenue guidance, despite a year-over-year sales increase [6][7] Financial Performance - E.l.f. Beauty reported a 14% increase in sales year-over-year, reaching $344 million, up from $301 million [7] - Adjusted net income for the quarter was $40 million, or 68 cents per share, compared to $45 million, or 77 cents per share, a year earlier [7] - The company forecasts full-year fiscal 2026 revenue between $1.55 billion and $1.57 billion, indicating an 18% to 20% year-over-year increase, but this is below Wall Street expectations [7] Market Positioning - E.l.f. Beauty positions itself as a value brand, with 75% of its products priced under $10, appealing to consumers seeking affordable indulgences during tight budget periods [4][6] - The company offers a range of brands at different price points, including its flagship e.l.f. Cosmetics and higher-priced brands like Keys Soulcare and Rhode [4][6] Consumer Behavior - The "lipstick effect" suggests that consumers may seek small luxuries during stressful times, which could benefit E.l.f. Beauty due to its low-priced offerings [3][4] - CFO Mandy Fields noted that consumers are being "choiceful" with their spending, indicating a trend towards affordable self-care products [4][6]