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Why e.l.f. Beauty Stock Collapsed 40% In 2025

TheMotleyFool

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Why e.l.f. Beauty Stock Collapsed 40% In 2025: https://g.foolcdn.com/editorial/images/850661/fashion.jpg

Shares of e.l.f. Beauty (NYSE: ELF) slipped 39.4% in 2025, according to data from S&P Global Market Intelligence. The beauty company focused on mass market products at a lower price point made an acquisition this year, but is seeing slowing growth at a premium earnings multiple, which is a recipe for bad stock performance.

The stock is now down 60% from all-time highs. Here's why e.l.f. Beauty stock was falling again in 2025.

For years, e.l.f. Beauty has been a market share taker in beauty categories such as lip gloss, makeup, and eyeliner, leading to impressive revenue growth. In 2025, that growth began to stagnate.

Source Fool.com

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