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Jim Cramer - Mad Moneye.l.f. BeautyELFCOMMENTFeb 03, 2021

A digital-focused, cruelty free cosmetics company. They reported after the close today. They collapsed when Covid hit last year, and have made a strong comeback, because they had the infrastructure to take advantage of e-commerce. They reported a confusing quarter: sales were higher than expected, but earnings missed due to rising costs. Also, management raised their forecast for this quarter. That said, he still likes it.

Jim Cramer - Mad Money

Unknown

Unlock Rating

$22.94

Stock price when the opinion was issued

$64.33

As of Jun 18, 2026. Market Open.

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HOLD

A quality growth name. Take profits if this doubles, then take more profits if it doubles again. He prefers to hold onto great growth companies.

BUY

Piper Sandler Teen Survey results

#1 in cosmetics, getting stronger in this ranking. ELF is a long-time favourite of his.

BUY

Discount makeup brand. Moving well, #3 in the US. Market share hovering around 10%. Makeup sales tend to hold up in a recession. Usually beats on earnings. Target price of $145, so potentially 20% upside. Growth in earnings and sales. Raised guidance. A meaningful opportunity. Likes the business model.

BUY

Last Wednesday they posted a monster 25 cent earnings beat and more than doubled expected earnings estimate.

COMMENT

This cosmetics company got hammered. ELF suffered issues in their distribution channel. He's confident this will come back. The CEO is solid and he likes their products.

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