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OAKLAND - e.l.f. Cosmetics, a brand from e.l.f. Beauty (NYSE:ELF), unveiled a new campaign Thursday that reframes AI as "Animal Intelligence," featuring popular pet influencers and supporting animal welfare. The company, which has seen impressive revenue growth of 18.6% over the last twelve months and maintains strong gross profit margins of 70.7%, continues to demonstrate marketing innovation. According to InvestingPro analysis, e.l.f. Beauty’s overall financial health is rated as "GREAT" with particularly strong scores in profitability and growth metrics.
The week-long campaign, running October 2-8, 2025, showcases social media pet celebrities including Luna the Mini Cockapoo and Venus the Two-Faced Cat. The initiative invites fans to submit photos of their pets for a chance to be featured in upcoming e.l.f. campaigns and win prizes including Chewy.com gift packs. With a market capitalization of $8 billion and robust liquidity metrics, e.l.f. Beauty has demonstrated strong operational execution, reflected in its share price appreciation of 99% over the past six months.
"At e.l.f., we know how deeply our community values our products being vegan and cruelty-free. These superpowers are part of who we are and what we stand for," said Patrick O’Keefe, Chief Integrated Marketing Officer of e.l.f. Beauty.
As part of the campaign, e.l.f. is donating $25,000 to Best Friends Animal Society, a national organization focused on saving dogs and cats in American shelters.
"Our partnership with e.l.f. Cosmetics continues to be such a joyful collaboration. Together, we’re proving that when compassion meets creativity, incredible things happen for the animals," said Candi Maciel, Director of Corporate Partnerships at Best Friends Animal Society.
The campaign will appear across TikTok, Instagram and e.l.f. Beauty Squad platforms, with additional pet-focused content planned for later this year.
e.l.f. Cosmetics, which markets itself as vegan and cruelty-free with certifications from both PETA and Leaping Bunny, developed the campaign in consultation with eGEN, a global immersive consultancy.
According to data cited in the company’s press release, over 94 million U.S. households own pets, highlighting the potential audience connection to the animal-focused campaign. For investors seeking deeper insights into e.l.f. Beauty’s performance and prospects, InvestingPro offers comprehensive analysis through its Pro Research Report, available as part of its coverage of 1,400+ top US stocks.
In other recent news, e.l.f. Beauty has been the focus of several analyst updates and strategic evaluations. The company has seen a flurry of activity following its fiscal first-quarter 2026 results, which coincided with a significant stock price decline. Deutsche Bank responded to this development by upgrading e.l.f. Beauty from Hold to Buy, noting the stock’s 9.5% drop as an attractive entry point with a potential upside exceeding 20%. Meanwhile, BofA Securities increased its price target for e.l.f. Beauty to $160, citing the successful launch of the Rhode brand and adjusting its fiscal 2026 sales growth forecast to 26%.
Jefferies maintained its Buy rating, highlighting Rhode’s impressive debut at Sephora, which generated over $10 million in sales in just two days. On a different note, Deutsche Bank had previously downgraded e.l.f. Beauty to Hold, after a 25% rally in shares, but later reversed its position following recent developments. Morgan Stanley also upgraded the stock to Overweight, pointing to the recent volatility as an appealing entry point for investors.
These updates reflect a diverse range of perspectives from major financial firms, each responding to the dynamic developments surrounding e.l.f. Beauty.
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