In today’s post:
👀 Insiders Are Selling e.l.f
👀 Insiders Are Selling e.l.f
I rated e.l.f. Beauty $ELF ( ▲ 3.34% ) a Buy back in July 2026, on the back of rhode's performance and the Sephora, retail and D2C partnerships stacking up nicely.
It worked. The stock ripped double digits, and most of its beauty peers came along for the ride in varying degrees.
Then it stalled out. ELF hit a ceiling in the high $100s and slid to the low $90s.
So which is it: the story breaking, or the market getting bored mid-story? Let's go through the evidence.
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