E.L.F. Beauty is shifting its strategy … about six months too late, analysts say By: MarketWatch August 09, 2018 at 12:34 PM EDT E.L.F. Beauty outlines a plan to expand the company in the face of competition from the likes of Kylie Jenner and Rihanna. Read More >> Related Stocks: E.L.F. Beauty Inc Target Corp Wal-Mart Stores, Inc.