In a troubling week for the beauty industry, several leading cosmetics companies experienced significant declines in their stock values due to disappointing earnings reports and lowered forecasts. E.l.f. Beauty, for instance, suffered its steepest weekly drop since August 2018, plummeting nearly 29%. This downturn followed a mixed earnings report for its fiscal third quarter, wherein revenue surpassed expectations; however, the company failed to meet adjusted earnings per share estimates and subsequently slashed its full-year sales projections. CEO Tarang Amin attributed the industry’s slowdown to a broader 5% decline in the cosmetics market during January, which he linked to the residual effects of holiday discounting and a marked decrease in consumer interest online.
Estee Lauder, another heavyweight in the cosmetics industry, saw its shares sink by 22% during the same week. This was triggered by an announcement of substantial job cuts, with plans to eliminate between 5,800 and 7,000 positions by the conclusion of fiscal 2026. The company’s outlook worsened as it reported diminishing travel retail demand in Asia—an essential revenue stream for many cosmetic brands. Despite disappointing stockholder reactions, Estee Lauder did report better-than-expected revenue and earnings per share for the second quarter. However, CEO Stéphane de La Faverie, who has been in his role for only a short time, acknowledged that the company had lost its competitive agility, indicating a need for an urgent strategy pivot.
The challenges facing the beauty industry were not isolated to E.l.f. and Estee Lauder. Other popular brands, such as Ulta Beauty and Coty, also felt the pressure, with stock prices dropping by 9% and nearly 8% respectively. This marked Ulta’s worst performance since April and Coty’s worst since October. Amin from E.l.f. noted a discernible softness in sales at Ulta in January, highlighting the interconnectedness of brand performance and retail partnerships within the industry.
Adding to the turmoil, the threat of tariffs looms large over U.S. beauty companies, suggesting a potential decline in profitability. Recent measures by China to impose tariffs on select U.S. imports—following retaliatory steps against tariffs proposed by the Trump administration—could further strain profit margins, especially for brands like E.l.f., which sources approximately 80% of its products from China. However, Amin expressed a degree of relief that the proposed tariffs were only 10%, compared to the initially discussed potential of 60%.
As these companies grapple with a shifting market and evolving consumer preferences, the beauty industry must recalibrate its strategies to thrive in an increasingly competitive landscape. Adapting to new retail dynamics, innovating product offerings, and streamlining operations will be crucial in overcoming recent setbacks and positioning for growth moving forward. The challenges are significant, but with the right moves, beauty brands can regain their footing and appeal to new generations of consumers.