e.l.f. Beauty: Seriously?

They import cheap cosmetics. Brilliant. Groundbreaking. Seriously, that’s the strategy? It works, apparently. Revenue keeps going up. It’s like people just need more eyeliner. And they expand into new categories. More stuff. More… consumption. It’s a never-ending cycle. And they’re making money doing it. Fine. But it doesn’t make it a good investment, just a… successful one. There’s a difference. A big difference.






