e.l.f. Beauty Drops 38% in 2025: Strategies for Investing in 2026
Written by Emily J. Thompson, Senior Investment Analyst
Updated: Dec 12 2025
0mins
Should l Buy NUS?
Source: NASDAQ.COM
Stock Performance: e.l.f. Beauty's shares have dropped 37.9% year-to-date, underperforming the industry and major competitors, amid concerns over slowing organic growth and margin pressures.
Operational Challenges: The company's core business has weakened, with negative organic sales in Q2 2026 due to shipment disruptions and international growth slowing, particularly in Europe.
Cost Pressures: Tariff-driven cost increases, particularly from reliance on Chinese production, have significantly impacted gross margins, while high operating expenses and debt from acquisitions further strain financial performance.
Market Outlook: Analysts have downgraded earnings expectations for fiscal 2026 and 2027, indicating a cautious investment stance is advisable until there is clearer visibility on margin stabilization and core business recovery.
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Analyst Views on NUS
About NUS
Nu Skin Enterprises Inc. develops and distributes a comprehensive line of beauty and wellness solutions in approximately 50 markets worldwide. It has nine segments, consisting of its seven geographic Nu Skin segments - Americas, Southeast Asia/Pacific, Mainland China, Japan, Europe & Africa, South Korea, and Hong Kong/Taiwan - and two Rhyz segments - Manufacturing and Rhyz Other. Its brands include Nu Skin personal care, Pharmanex nutrition and ageLOC anti-aging. Its skin and beauty solutions include acne and blemishes, anti-aging, dark circles and puffiness, discoloration, dry skin, lifting and firming, lines and wrinkles, and oily skin and pores. Its nutrition solutions include bone and joint health, brain and memory, energy and stamina, heart health, immunity support, nail skin and hair health, and women's health. It offers various beauty devices, including ageLOC Rose Gold LumiSpa iO, ageLOC LumiSpa Silicone Head, ageLOC LumiSpa iO Stand and LumiSpa Rose Gold Accent Twin Pack.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
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- Earnings Miss: The company posted adjusted earnings of 67 cents per share, below the anticipated 69 cents, reflecting challenges in profitability that could lead to shareholder scrutiny of management.
- Significant Stock Decline: Pinterest shares plummeted 19.5% to $14.95 in pre-market trading, a drastic move that may raise concerns about the company's future performance and influence investor decisions.
- Mixed Market Sentiment: U.S. stock futures showed mixed results, with Dow futures down about 0.2%, reflecting cautious market sentiment potentially linked to Pinterest's earnings report, further exacerbating investor unease.
See More
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- Oversold Stocks Overview: According to Benzinga Pro, major players in the consumer staples sector, including NU Skin Enterprises Inc, Coty Inc, and Honest Company Inc, have relative strength indices (RSI) near or below 30, indicating they are significantly oversold and may present undervalued buying opportunities for investors.
- RSI Indicator Analysis: The relative strength index (RSI) serves as a momentum indicator that compares a stock's strength on up days versus down days, helping traders better assess short-term stock performance and make more informed investment decisions amid market fluctuations.
- Market Opportunity Identification: The identification of oversold stocks in the current market environment offers potential appreciation opportunities for investors, particularly in the consumer staples sector, where investors can capitalize on the rebound potential of these undervalued stocks.
- Investment Strategy Recommendations: While Benzinga does not provide investment advice, the phenomenon of oversold stocks typically attracts value-seeking traders, suggesting a focus on the subsequent performance of these stocks to evaluate their rebound potential.
See More
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- Disappointing Earnings Report: Nu Skin reported a GAAP diluted EPS of 29 cents, missing the 30-cent analyst estimate, with revenue of $370.32 million falling short of the expected $382.70 million, indicating a decline in market competitiveness.
- Revenue and Customer Base Decline: The company's revenue decreased by 16.9% year-over-year from $445.55 million to $370.32 million, with a 10% drop in customer base to 748,796, an 11% decrease in paid affiliates to 129,311, and a 19% decline in sales leaders to 30,045, reflecting weak market demand.
- Margin Improvements Amid Decline: Despite the revenue drop, gross margin improved from 62.7% to 70.7%, and operating margin improved from negative 11.9% to 6.3%, showcasing positive progress in cost control and operational efficiency.
- Cautious Future Outlook: Nu Skin forecasts first-quarter 2026 revenue between $320 million and $340 million, below the $356.80 million estimate, with full-year revenue projected at $1.35 billion to $1.50 billion, also below expectations, highlighting challenges in returning to growth.
See More
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- Significant Earnings Growth: Nu Skin reported an adjusted earnings per share of $1.27 for Q4 2025, reflecting a 51% increase from last year, with total revenue reaching $1.49 billion, indicating strong performance amid strategic transformation and expected enhancement of shareholder value.
- Launch of Prysm iO Devices: The company aims to place over 100,000 Prysm iO devices by the end of 2026, intending to drive long-term growth through intelligent health data collection, with the expansion into India viewed as a key geographic growth opportunity.
- Strategic Focus on India: Nu Skin initiated premarket operations in India in November 2025, with a formal market opening anticipated in late 2026, emphasizing local manufacturing as crucial for ensuring product quality and competitive pricing, demonstrating commitment to this market.
- Strong Financial Management: The company generated $80.3 million in cash flow for 2025, reduced outstanding debt to $224 million, and repurchased $20 million in shares during the year, showcasing robust financial execution and confidence in future growth.
See More
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- Disappointing Earnings: Nu Skin reported a Q4 GAAP EPS of $0.29, missing expectations by $0.01, which indicates a decline in profitability and led to a 10.97% drop in share price.
- Significant Revenue Decline: The company's Q4 revenue of $370.3 million fell 16.9% year-over-year and missed market expectations by $12.4 million, reflecting a trend of weak sales performance.
- Cautious 2026 Outlook: Nu Skin projects 2026 revenue between $1.35 billion and $1.50 billion, representing a decline of 9% to a growth of 1% compared to 2025, indicating uncertainty in future market conditions.
- Notable FX Impact: The anticipated foreign exchange impact of approximately 1% for both 2026 and Q1 2026 will further affect the company's overall financial performance, especially amid global market volatility.
See More
Nu Skin to Announce Q4 Earnings on February 12
- Earnings Announcement Date: Nu Skin is set to release its Q4 earnings on February 12 after market close, with a consensus EPS estimate of $0.30, reflecting a significant year-over-year increase of 141.1%, indicating potential improvement in profitability.
- Revenue Expectations Decline: Despite the optimistic EPS forecast, the revenue estimate stands at $382.7 million, representing a 14.1% year-over-year decline, highlighting challenges in sales that could impact overall financial performance.
- Historical Performance Review: Over the past two years, Nu Skin has beaten EPS estimates 63% of the time and revenue estimates 63% of the time, demonstrating a level of stability in financial forecasting.
- Estimate Revision Situation: In the last three months, there have been no upward revisions to EPS estimates and one downward revision, while revenue estimates also saw no upward revisions and one downward revision, indicating analysts' cautious outlook on the company's future performance.
See More
