e.l.f. Beauty, Inc. (ELF)’s Selling In Dollar General Because “It’s The Last One,” Says Jim Cramer

We recently published 10 Stocks Jim Cramer Discussed As He Asserted He Could Beat The Government’s Numbers. e.l.f. Beauty, Inc. (NYSE:ELF) is one of the stocks Jim Cramer recently discussed.

e.l.f. Beauty, Inc. (NYSE:ELF) is a firm that can’t seem to catch a break. After struggling in a tough cosmetics market in 2024,  the firm has continued to struggle in 2025 as investors fret about its ability to weather the inflationary storm from tariffs. e.l.f. Beauty, Inc. (NYSE:ELF)’s affordable cosmetics depend on its Chinese supply chain, making the tariff concerns self-explanatory. Cramer remarked on the firm selling cosmetics in Dollar General:

“[On why ELF was selling its products in Dollar General] Because it’s the last one. The shorts are telling me, not that I listen to the shorts, but the shorts are saying, what’s after Dollar General? Is there anything after?”

Here are his previous thoughts about e.l.f. Beauty, Inc. (NYSE:ELF):

“What the heck just happened to e.l.f. Beauty? I mean, the last time we got results from this low-cost cosmetics and skincare brand and the stock got eviscerated today, down nearly 10%. You know, we’ve long championed this one. It’s been a great growth stock over the last few years, largely because it offers its customers quality merchandise at incredibly affordable prices. Unfortunately, it can charge low prices because it makes most of its goods in China, which means most of e.l.f.’s products are about to become more expensive. So last night, even though e.l.f. delivered a nice top and bottom line beat, management declined to issue a full year forecast because they really have no idea how the tariff situation’s… going to play out. However, the limited guidance they gave did suggest that their margins are going to take a real hit… Maybe that’s why things got, well, just awry.”

While we acknowledge the risk and potential of ELF as an investment, our conviction lies in the belief that some AI stocks hold greater promise for delivering higher returns and doing so within a shorter time frame. If you are looking for an AI stock that is more promising than ELF and that has 10,000% upside potential, check out our report about this cheapest AI stock.

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Disclosure: None. This article is originally published at Insider Monkey.