e.l.f. Beauty (ELF) Stock Is Up, What You Need To Know

September 17, 2025 at 13:36 PM EDT

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What Happened?

Shares of cosmetics company e.l.f. Beauty (NYSE: ELF) jumped 4.2% in the morning session after Bank of America Securities maintained its "Buy" rating on the company while significantly raising its price target.

The firm's analyst, Anna Lizzul, boosted the price objective to $160 from a prior $135, marking an 18.5% increase. This adjustment reflected strong confidence in the beauty company's market performance and its ability to capture consumer demand. The bullish action from a major Wall Street firm underscored the company's robust growth and strategic positioning, which had already drawn positive attention from other market watchers.

After the initial pop the shares cooled down to $147.57, up 2.9% from previous close.

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What Is The Market Telling Us

e.l.f. Beauty’s shares are extremely volatile and have had 47 moves greater than 5% over the last year. In that context, today’s move indicates the market considers this news meaningful but not something that would fundamentally change its perception of the business.

The previous big move we wrote about was 2 days ago when the stock gained 5.1% on the news that its e.l.f. Cosmetics brand announced a partnership with the National Women's Soccer League (NWSL) and INDIVISA to launch a nationwide search for the next young soccer star. This marketing initiative adds to a series of positive developments for the company. Earlier this month, e.l.f. Beauty reported first-quarter results that surpassed sales and earnings expectations. The company is also focused on growth through its rollout of AI-driven initiatives and the acquisition of the skincare brand Rhode, which supports its push for international expansion and operational efficiency.

e.l.f. Beauty is up 20% since the beginning of the year, and at $147.57 per share, has set a new 52-week high. Investors who bought $1,000 worth of e.l.f. Beauty’s shares 5 years ago would now be looking at an investment worth $8,140.

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e.l.f. Beauty (ELF) Stock Is Up, What You Need To Know

What Happened?

What Is The Market Telling Us

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