Should I buy e.l.f. Beauty (ELF) stock or is it too late?
⭐ The most reliable of them, either direction: B. Riley Securities — 63% of its targets hit on this sector (19 calls tested). It aims for $100 (-5.8 %), call made on August 7, 2026, maturing on August 7, 2027 (21 d ago).
Firm-by-firm track record on e.l.f. Beauty
| Firm | % right | Gain vs sector | Calls | Aims for |
|---|---|---|---|---|
| Raymond James | 75 % | +77.5 % | 24 | $87 -18% |
| Morgan Stanley | 79 % | +62.5 % | 29 | $59 -44% |
| JP Morgan | 59 % | +49.1 % | 22 | $106 +0% |
| Truist Securities | 54 % | +26.3 % | 13 | $130 +22% |
| DA Davidson | 52 % | +24.4 % | 52 | $170 +60% |
| Jefferies | 73 % | +22.3 % | 11 | $100 -6% |
| B of A Securities | 54 % | +18.0 % | 13 | $85 -20% |
| Piper Sandler | 39 % | +10.7 % | 28 | $65 -39% |
✅ Reasons to believe
- 67% of analysts rate it a buy (Buy consensus, 15 ratings) — a sign of market conviction.
⚠️ Reasons to hesitate
- Even the most reliable firm on ELF, Morgan Stanley (79% hit rate, 29 scored calls), only targets $59 (call made on May 21, 2026, maturing on May 21, 2027) (-44%) in its most recent call, and $67 (call made on May 1, 2026, maturing on May 1, 2027) (-37%) in the one coming due soonest. The stock may already have run past its target.
- The consensus is not unanimous: of 15 ratings, 5 are neutral.
- Limited upside: the median target is only -15% from the current price.
- A 12-month target is not a guaranteed path: the price can fall in the meantime.
- No dividend: your return depends only on price appreciation.
The analyst consensus on ELF
Median target $90 (-15%) · 15 ratings · Buy consensus
⚠️ Information, not investment advice. Past performance does not guarantee future results. Analyst targets on a ~12-month horizon.
Frequently asked questions
Should you invest in e.l.f. Beauty now?
We won't decide for you. The facts: 67% of analysts rate it a buy, median target $90 (-15%), and Morgan Stanley (most reliable on ELF, 79%) targets $59. Weigh that against valuation. This is not personalized advice.
Is it too late to invest in e.l.f. Beauty?
The stated upside is small: the median target ($90) sits just -15% from the price ($106) (most reliable on ELF: Morgan Stanley, 79%). The real question isn't "too late" but the price-to-value gap and risk. Not advice.
Is e.l.f. Beauty still worth investing in?
It depends on the gap between the price ($106) and its estimated value: analysts target $90 on median (-15%), with 67% buys (most reliable on ELF: Morgan Stanley, 79%). Cross-check with their real reliability on ELF and the cautions above. Information, not advice.
What's the main risk in buying ELF?
Even the most reliable firm on ELF, Morgan Stanley (79% hit rate, 29 scored calls), only targets $59 (call made on May 21, 2026, maturing on May 21, 2027) (-44%) in its most recent call, and $67 (call made on May 1, 2026, maturing on May 1, 2027) (-37%) in the one coming due soonest. The stock may already have run past its target.
→ Go deeper: the full e.l.f. Beauty profile (consensus, analyst reliability, price target, performance).