Long Position on ELF @ $13.42 on 9/13/2018 (Rumor)

e.l.f. Beauty, Inc. (ELF) operates as a beauty company.

The company offers cosmetics, including face makeup, eye makeup, lip products, nail products, and cosmetics sets/kits; and skin care products under the e.l.f. brand name.

It sells its products through direct-to-consumer channels, which include e-commerce and e.l.f. stores in the United States; and internationally primarily through distributors. 

e.l.f. Cosmetics is currently available in 17 countries including the United States, Canada, Australia, Saudi Arabia, France, Colombia, and Spain.

In June 2007, e.l.f. launched a beauty blog and advice column that touts products (not only e.l.f.) and talks about celebrity sightings. Since then, the length of customer visits to the website has tripled.^[6] All product pages on the site host a "chat now" button that lets customers connect directly with one of the company's in-house professional makeup artists. The site hosts a "virtual makeover lab", where customers can digitally test products on models or their own photos.

Shares received a boost recently on market chatter that the firm is in play. Rumor has it that the firm may be taken private at $25 per share. Note that prices are sitting at the stock's 50-day moving average.

Entry Point: $13.42

Stop Loss: $12.70

Trading Range: $9.30 - $23.85

Target Price: $14.77

Updates

3/12/2019 3:22:52 PM

ELF closed at $8.10

Position closed on 3/12/2019 at price of $8.10 with a -39.64% loss in 180 days.

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