Beauty & Personal Care
its home category
What the AIs say
#30 best · 3 of 6 agree“Perplexity ranks E.L.F highest (avg #12.0 over 7 mentions); Grok is the most sceptical (#20.0).”
synthesised · the AI panel
What the press says
Positive · 5 stories · 30d“E.L.F. Beauty coverage is predominantly positive, highlighting product value, brand expansion into hair care, and community initiatives, with routine earnings announcements and a co-founder's…”
synthesised · 5 articles via Google News · simplywall.st, Yahoo Finance +3
The brief
The brand in a paragraph.
E.L.F. Beauty's entry into haircare has drawn consistent positive press attention, signaling confidence in its expansion beyond lip care and cosmetics where it maintains a established presence. The brand's recent personnel changes, including a co-founder's departure to priesthood, have received straightforward coverage without controversy.
Act one
What the machines think.
Several AI models read the whole category and rank E.L.F's products — model by model, list by list, over time.
Model by model?
How each AI sees it.
Perplexity ranks E.L.F highest (avg #12.0 over 7 mentions); Grok is the most sceptical (#20.0).
Perplexity
#12.0
avg over 7 mentions · best #3
Gemini
#18.5
avg over 2 mentions · best #7
Grok
#20.0
avg over 2 mentions · best #17
The words the panel uses
AI most often praises E.L.F for being "budget" (5 mentions) and "glossy" (5).
- budget5
- glossy5
- budget-friendly3
- accessible3
- value2
- affordable2
- hydrating2
- pigmented2
- satin2
- fruity1
- gentle-foam1
- brightening1
Wins & misses?
Where it leads, where it lags.
E.L.F lands 2 top-10 placements with no clear weak spots in tracked intents.
Top wins
Where it lags
No misses below #20 — E.L.F is a top-tier presence everywhere it appears.
Rank trajectory?
Weeks of movement.
Across 11 weeks of tracking: 1 intent steady, 4 climbed, 1 slipped. Biggest move: climbed 16 ranks in Best Vitamin C Serums (now #11).
Act two · ★ new
What the people say.
The same lineup, judged by the press that covers them.
In the press?
What the world is saying.
What’s being written about E.L.F lately — and the mood of it. 5 pieces in the last 30 days, coverage skews positive.
Ssimplywall.stYahoo Finance·Neutral
e.l.f. Beauty Announces Earnings Release Date for First Quarter Fiscal 2027 Results:max_bytes(150000):strip_icc()/sl-this-dollar5-lipstick-is-comparable-to-a-popular-shade-5x-the-price-and-i-cant-go-a-day-without-using-it-tout-13a5d8bee693450e851cd1775e59b358.jpg)
SSouthern Living
Iinvestor.elfbeauty.cominvestor.elfbeauty.com·Positive
e.l.f. Cosmetics is Giving Away Thousands of Driving Lessons to UK Learners:max_bytes(150000):strip_icc():focal(756x374:758x376)/scott-vincent-borba-051226-b8a06b49fdef4836be81094acf0f4b5d.jpg)
PPeople.comas of July 26 · 5 stories?
Act three
The lineup, ranked.
Every E.L.F product with its AI rank — reviewer verdicts join the board as coverage lands.
The lineup, reconciled?
Every product — both verdicts.
Glow Reviver Lip Oil is E.L.F's most-recommended product, ranking across 3 buyer questions, with e.l.f O Face Satin Lipstick close behind.
Rivals?
Who it competes against.
E.L.F's closest rival is Lancôme — and E.L.F comes out ahead in 5 of 5 of the questions they both answer (100%).
- LancômeBeauty & Personal CareE.L.F leads 5–0 · 6 shared · 2 categoriesCompare
- CliniqueBeauty & Personal CareE.L.F leads 4–1 · 6 shared · 2 categoriesCompare
- GlossierBeauty & Personal CareE.L.F leads 4–1 · 5 shared · 2 categoriesCompare
- Tower 28 BeautyBeauty & Personal CareE.L.F leads 4–1 · 5 shared · 2 categoriesCompare
- Summer FridaysBeauty & Personal CareEven 2–2 · 5 shared · 2 categoriesCompare
- LaneigeBeauty & Personal CareEven 2–2 · 5 shared · 2 categoriesCompare
- Tower 28Beauty & Personal CareE.L.F leads 4–0 · 4 shared · 2 categoriesCompare
The recap
Where it stands today.
- FootprintStrongest in Beauty & Personal Care (best single-question rank #3), across 6 buying intents.
- AI verdictPerplexity ranks E.L.F highest (avg #12.0); Grok most sceptical (#20.0).
- TraitsMost often associated with “budget” (5 mentions) and “glossy” (5).
- Top productGlow Reviver Lip Oil is the most-mentioned E.L.F product this snapshot.
- Closest rivalLancôme (5–0 across 6 shared intents).
browse E.L.F in these categories