e.l.f. Beauty Soars 1.39% on Price Hike, 2-Day Rally

e.l.f. Beauty(ELF)涨1.39%，连涨2天，近2日涨6.16%。The share price rose to its highest level since February 2025 today, with an intraday gain of 1.96%.

The strategy of buying ELF shares after they reached a recent high and holding for 1 week yielded moderate returns over the past 5 years, with a 9.77% annualized gain. This result indicates the effectiveness of this approach, although the returns are not significantly high. The recent closing price of $78.21 presents a potential buying opportunity, considering the historical performance of this strategy.

e.l.f. Beauty has announced a $1 price increase across its product range starting August 1, 2025. This decision is attributed to inflation and tariffs, which have significantly impacted the company's operational costs. The price adjustment has been a focal point for financial analysts, with Raymond James raising the price target for ELF to $95. This move reflects the market's confidence in the company's ability to navigate through economic challenges and maintain its competitive edge.

The price increase is part of a broader strategy to offset rising costs and ensure the sustainability of the company's operations. By adjusting prices, e.l.f. Beauty aims to maintain its profit margins and continue investing in product innovation and marketing efforts. This proactive approach has been well-received by investors, who see it as a necessary step to safeguard the company's long-term growth prospects.

Analysts have also noted that the price increase is likely to have a minimal impact on consumer demand, given the company's strong brand reputation and affordable pricing strategy. e.l.f. Beauty has built a loyal customer base by offering high-quality products at competitive prices, and the slight increase is expected to be well-accepted by consumers. The company's focus on value for money and continuous product improvement has positioned it as a leader in the beauty industry, and the recent price adjustment is seen as a strategic move to maintain this leadership position.