News
e.l.f. grows 51% in a quarter. Value beauty is still where the volume is.
e.l.f. Beauty posted $520.8M in quarterly sales, up 51%, and raised its outlook. For resellers, the signal is the same one TikTok Shop data has been sending all year: accessible, authentic beauty moves.
What happened
On November 4, e.l.f. Beauty reported net sales of $520.8 million for the quarter ended September 30, up 51% from $343.9 million a year earlier, and raised its full-year outlook to 22–24% growth. Gross margin came in around 71%, helped by lower year-over-year tariffs and about 30 basis points of IEEPA tariff refunds. The company credited "strength across our portfolio" in both retail and e-commerce channels.
The result lines up with what Charm.io's TikTok Shop data showed last month: US beauty sales on the platform reached $992.9 million in the third quarter, up 39% year over year, with fragrance at $538.1 million over the trailing twelve months (up 63%) and bath and body nearly doubling.
What it means for buyers
Growth is concentrated in accessible price points and in channels where sellers move product fast. Shoppers are still buying beauty; they are buying it where the price feels right. For a retailer, a TikTok Shop seller or a salon with a retail shelf, that favors inventory you can price well below the counter price and still keep margin, and it favors categories (fragrance, body care, complexion) that are growing rather than flat.
How we handle it
This is the demand our warehouse is built for. Miami Beauty Wholesale holds 450,000+ units across 60+ brands, sold by the case at prices usually 50–80% below retail, and it all ships from West Park, Florida, so what you buy has already cleared customs and tariffs. The fragrance aisle alone has dozens of SKUs in stock right now; see the wholesale perfume category or browse the full catalog.
