Better Buy: Ulta vs. e.l.f. Stock
ELFe.l.f.(ELF) The Motley Fool·2024-07-23 20:30

Only one of these is a bargain right now. Tech disruptors often capture market attention, but technology is being used to disrupt industries that may not be on the "techie" radar. Example: Cosmetics. Ulta Beauty (ULTA 0.19%) and e.l.f. Beauty (ELF -4.48%) are both cosmetics disruptors that are using technology, among other things, to distinguish themselves and capture market share. They're two of the biggest names in makeup today. Which one is the better buy? The case for Ulta Ulta and e.l.f. have different ...