E.L.F. Cosmetics is struggling to stand out amid the “increased noise in the [cosmetics] category.” Influencer-driven brands like Kylie Jenner’s Kylie Cosmetics and Rihanna’s Fenty Beauty (which went viral) are winning more market share, along with indie up-and-comers like Milk Makeup and Glossier. Meanwhile, E.L.F. has continued to rely on low prices and word-of-mouth, leading to slowing sales and dropping stock. They’re upping their investment to make up for it, but analysts think the move “is six months too late.” (MarketWatch)
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