Teenagers flock to e.l.f. Beauty via TikTok (NYSE:ELF)

One of the standouts in the Piper Sandler Taking Stock WIth Teens Fall 2020 survey was e.l.f Beauty (NYSE:ELF).

“e.l.f. is the No. 2 preferred makeup brand for all teens—up from No. 4 last year and marks its highest ranking to-date in our survey. We believe this has been fueled by the significant success the brand has had on TikTok. While not in the top-ten, it ranks No. 17 as a preferred skincare brand (vs. 16 last year); we note skincare is only 9% of tracked channel sales but 25% of dot com sales (as of Q1),” notes analyst Erinn Murphy.

See more results from the Piper Sandler teenager survey.

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