e.l.f. Beauty (ELF) plunges as tariff hit and soft FY‑2026 outlook overshadow Rhode boost: what to know today (Nov. 6, 2025)

6 November 2025

Shares slid more than 20% after e.l.f. set a FY‑2026 revenue outlook of $1.55–$1.57B and adjusted EPS of $2.80–$2.85, both below Street expectations; after‑hours losses reached ~26%. ^[1]
Tariff costs >$50M expected this year and a heavy China sourcing mix (~75%) are pressuring gross margin (69%, –165 bps). ^[2]
Q2 FY‑2026 (quarter ended Sept. 30): net sales up 14% to $343.9M; adjusted EPS $0.68; Rhode’s Sephora debut was “record‑breaking,” helping share gains of +140 bps for the e.l.f. brand. ^[3]

What happened

e.l.f. Beauty’s stock is tumbling today after the company’s fiscal Q2 print and FY‑2026 guidance underwhelmed investors. In last night’s release, management guided to $1.55–$1.57 billion in sales and $2.80–$2.85 adjusted EPS for FY‑2026, short of consensus (~$1.65B and ~$3.58). The outlook reflects a step‑down in profitability as U.S. import tariffs lift costs and growth in the core e.l.f. brand moderates versus last year’s blockbuster product cycle. Shares fell as much as ~26% after hours Wednesday and were still sharply lower in early Thursday trading. ^[4]

By the numbers (Q2 FY‑2026)

Net sales:$343.9M (+14% YoY).
Gross margin:69% (–165 bps YoY), with the decline primarily from higher tariff costs.
Adjusted EPS:$0.68; GAAP EPS:$0.05.
Adjusted EBITDA:$66.2M (19% margin).
Brand momentum: The quarter included +140 bps of market‑share gains for e.l.f. and a record‑breaking launch of Rhode at Sephora North America.
Six‑month (YTD) sales:$697.7M (+12% YoY).
Balance sheet (9/30/25):$194.4M cash; $831.6M long‑term debt. ^[5]

Guidance snapshot vs. last year

FY‑2026 sales:$1.55–$1.57B (vs. $1.314B in FY‑2025 actuals).
Adjusted EPS:$2.80–$2.85 (vs. $3.39 FY‑2025).
Adjusted EBITDA:$302–$306M (vs. $297M FY‑2025). ^[6]

Why the sell‑off is so steep

Two pressure points stand out:

Tariffs and sourcing mix. e.l.f. expects more than $50 million of tariff costs in FY‑2026; about 75% of products are made in China, magnifying the impact on margins. Management also said it does not plan further price increases after August’s $1 list‑price action. ^[7]
Core brand deceleration. Commentary around softer innovation versus last year’s hit lip launches, and greater reliance on newly acquired Rhode, tempered near‑term growth expectations in the mature e.l.f. franchise. ^[8]

Wall Street reaction today

Piper Sandler cut the stock to Neutral from Overweight and slashed its target to $100 citing slower implied core growth and a profitability reset. ^[9]
UBSreduced its target to $105 (Neutral), highlighting valuation and the softer guide. ^[10]
TD Cowentrimmed its target to $110 following the report. ^[11]

Rhode’s role—helpful, but not a cure‑all (yet)

Rhode’s early performance is a bright spot—a “record‑breaking” Sephora North America launch with further U.K. rollout slated for Nov. 10—and is expected to be a meaningful contributor this year. Still, even with Rhode’s momentum, the Street is recalibrating given margin headwinds and a lower EPS baseline. ^[12]

What to watch next

Tariff strategy & supply chain diversification. Any concrete shift away from China or tariff relief could be a key catalyst for margins. ^[13]
Holiday sell‑through and newness cadence. Q4 merchandising (value gift sets, lip/eye franchises) will be scrutinized to gauge whether core demand re‑accelerates. (Context via company and trade coverage.) ^[14]
Analyst revisions and rating drift. After today’s downgrades and target cuts, watch if other brokers follow. ^[15]

Editor’s note & methodology

Figures for the quarter and full‑year outlook come directly from e.l.f. Beauty’s Nov. 5, 2025 press release. After‑hours move, tariff magnitude, and sourcing mix are corroborated by independent reporting. Analyst actions are sourced from broker‑note roundups and wire services published this morning. All data are as of Nov. 6, 2025.

This article is for informational purposes only and is not investment advice.

e.l.f. Beauty shares plummet as guidance lower-than-expected on tariff worries

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References

1. www.reuters.com, 2. www.reuters.com, 3. investor.elfbeauty.com, 4. investor.elfbeauty.com, 5. investor.elfbeauty.com, 6. investor.elfbeauty.com, 7. www.reuters.com, 8. www.reuters.com, 9. www.tipranks.com, 10. www.investing.com, 11. www.streetinsider.com, 12. investor.elfbeauty.com, 13. www.reuters.com, 14. investor.elfbeauty.com, 15. www.tipranks.com

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Mateusz Kaczmarek Latest posts

A technology and finance expert writing for TS2.tech. He analyzes developments in satellites, telecommunications, and artificial intelligence, with a focus on their impact on global markets. Author of industry reports and market commentary, often cited in tech and business media. Passionate about innovation and the digital economy.

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