e.l.f. Beauty's stock price rose 12% in July, primarily driven by restored market confidence, strong sales growth, and the expansion of new product lines. The company reported a 35% year-over-year increase in sales for the fourth quarter of fiscal year 2026 (ending March 31), with a gross margin of 73%, despite ongoing tariff impacts. Additionally, its acquisition of the Rhode beauty brand has generated $113 million in revenue for the company, and the launch of a new haircare product line has further fueled growth.