e.l.f. Beauty (ELF) shares were sliding Wednesday, down 1.76% to $52.05, as investors sold into the stock's broader downtrend ahead of the company's fourth-quarter earnings report due out after the closing bell. The broader market was firmer — the Nasdaq gained 0.53% and the S&P 500 rose 0.16% — but e.l.f. couldn't catch a bid.
The stock has lost more than 36% over the past year, according to market data. For those looking to bet on the beauty space without picking individual names, the Corgi Beauty, Skincare & Aesthetics ETF (GLAM) offers some exposure.
On Tuesday, Piper Sandler analyst Anna Andreeva maintained a Neutral rating on e.l.f. and lowered her price target from $85 to $60. That's not exactly a vote of confidence, but it's not the only call on the Street.
Wall Street is expecting e.l.f. to report earnings of 23 cents per share on revenue of $423.59 million. The company has a solid track record here: it has topped EPS estimates in each of the past four quarters. Investors will be watching to see if it can make it five in a row.
Bets Big On ‘SURVIVOR' Fandom
Separately, e.l.f. Beauty's cosmetics brand has teamed up with the CBS reality series SURVIVOR for a marketing campaign tied to the "SURVIVOR 50" finale, which airs Wednesday, May 20. The "e.l.f.ie Advantage" campaign features comedy-themed vignettes starring Delaney Rowe and Tiffany Ervin, along with a limited-edition product bundle.
The campaign highlights e.l.f.'s Power Grip Primer, Suntouchable Whoa Glow SPF 30, and Camo Concealer — all put through "SURVIVOR"-inspired challenges. The company noted that "SURVIVOR 50" is averaging nearly 10 million viewers and recorded the franchise's highest-ever social engagement for a single episode. e.l.f. is also launching a co-branded "SURVIVOR Buff Bundle" alongside the finale.
e.l.f. Beauty Technical Analysis
Technically, e.l.f. is in a firmly bearish trend across all timeframes. The stock is trading 13.6% below its 20-day simple moving average (SMA), 20.1% below its 50-day SMA, 30.6% below its 100-day SMA, and a whopping 44.2% below its 200-day SMA. When a stock is that far below its major averages, it usually means that any rallies are being sold into, and reclaiming those trend levels will take time.
Momentum is also bearish: the MACD (moving average convergence divergence) is below its signal line, and the histogram is negative. For non-technical readers, MACD is a way to gauge whether momentum is strengthening or weakening. Being below the signal line typically means sellers have the upper hand — unless the stock can flip that relationship.
The longer-term damage is still the main story. The death cross — when the 50-day SMA crosses below the 200-day SMA — occurred back in December 2025, and that keeps the trend bias pointed down. Over the past 12 months, shares are down 36.30%, and the stock is now pressing the bottom end of its 52-week range after forming a recent swing low in May.
- Key Resistance: $60.00 — a round-number ceiling that also lines up with the 20-day SMA overhead.
- Key Support: $52.40 — the 52-week low zone from May that's now being tested.
Analyst Consensus & Recent Actions
Despite the stock's struggles, the analyst consensus remains a Buy, with an average price target of $83.17. But recent moves show some caution creeping in:
- Piper Sandler: Neutral (lowered forecast to $60.00) on May 19.
- Canaccord Genuity: Buy (lowered forecast to $100.00) on May 18.
- Morgan Stanley: Downgraded to Equal-Weight (lowered forecast to $67.00) on May 1.
So the bulls are still out there, but the price targets are coming down. The big question is whether e.l.f. can deliver an earnings beat that reverses some of the negative momentum.
e.l.f. Beauty Price Action
As of Wednesday's publication, e.l.f. Beauty shares were down 1.76% at $52.05, according to market data.
