On July 2, e.l.f. Beauty rose 8.53% in regular trading, trading at $80.225/share, with turnover of $179 million. The rally was driven by growing investor optimism ahead of the company's official haircare product rollout into Target physical stores on July 5.

The company recently entered the haircare category with a six-product lineup priced below $10 each, which first launched on TikTok Shop before expanding to Target online and elf.com on June 24. UBS noted the assortment is skewed toward styling and treatment products and could become a meaningful new growth lever by expanding e.l.f.'s reach into a large and growing category, though it maintained a neutral rating with a $60 price target.

Additionally, the company's previously reported fiscal Q4 revenue of $449 million represented over 70% year-over-year growth, beating market expectations of $423 million. Adjusted EPS of $0.32 also topped the $0.29 consensus estimate. However, fiscal 2027 full-year EPS guidance of $3.27–$3.32 came in below the $3.61 FactSet estimate, reflecting ongoing cost pressures and a challenging consumer backdrop.

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