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.”

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READ NEXT: 30 Stocks That Should Double in 3 Years and 11 Hidden AI Stocks to Buy Right Now.

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