e.l.f. Beauty Shares Skyrocket Following Analyst Upgrade and Brand Campaign Launch
e.l.f. Beauty Inc. stock made significant strides on August 27, 2025, marking an increase of over 12%. This surge followed an upgrade by Morgan Stanley from “Equal Weight” to “Overweight” status. Simultaneously, their price target for the cosmetics company was revised upwards from $114 to $134.
The upgrade coincided with the launch of the first-ever brand campaign by Naturium, a skincare brand recently acquired by e.l.f. Beauty. The campaign, titled “Every One, Every Where, Every Day”, was unveiled on August 18 and features the brand’s founder, Susan Yara, as its creative voice.
Partnering with seven influential creators, the campaign reaches over 8.7 million followers across various social media platforms. Deutsche Bank also echoed the positive sentiment, recommending e.l.f. Beauty as a strong buy opportunity. They cited potential margin improvements and price adjustments in the wake of recent market volatility as key factors.
The company’s strong financial performance is evident, with EBITDA standing at approximately 19% and revenue growth projections above 9% for the next fiscal year.
The Naturium campaign underscores the brand’s mission to democratize science-backed skincare. It features biocompatible formulas designed to work in harmony with individual skin biology. This represents a significant milestone for the brand, which was acquired by e.l.f. Beauty for $355 million in 2023.