COMPARE · Reviewed July 29, 2026
ELF vs MO
Verdict: Side-by-side breakdown using the Bull Rankings model. ELF scored 51.7, MO scored 42.9 — ELF leads.
Compare another set
ELF
e.l.f. Beauty, Inc.
51.7
$82.43 · $4.9B
fundamentals as of
Score gap
8.8
ELF leads
MO
Altria Group Inc
42.9
$68.09 · $115.3B
The model, pillar by pillar (0–100 each)
ELF
stronger →← stronger
MO
40
Qualityreturns · margins · balance sheet
97
100
Growthrevenue & earnings expansion
14
34
Valuevaluation vs sector peers
60
MO is stronger on 2 of 3 pillars.
Fundamentals, head-to-head
ELF
MO
$190mC
FCF
$8.6bB+
+24.6%A-
Rev
-1.1%D+
0.81B
D/E
—
187.3xD
P/E
15.6xB+
1.37B
PEG
—
Winner per row is the stronger grade in our model; a tie or a missing value shows no highlight.
Valuation · DCF cross-check
ELF
MO
151% above
Price vs fair valuelower is cheaper
0% below
~34%/yr
Growth the price implies10-yr FCF · lower = less priced in
~1%/yr
-64%
1-yr DCF upside
+6%
-60%
5-yr DCF upside
+0%
-55%
10-yr DCF upside
-7%
The DCF is a cross-check on intrinsic value, separate from the quality-growth score above.
Model signals
ELF
Why this score
- Diluting shareholders
MO
Why this score
- Short track record
The companies
ELFe.l.f. Beauty, Inc.
Why now
Household & Personal Products · market cap $4.9b. Down 45% from 52-week high of $150.99 — deep drawdown territory. Revenue growing +25%, comfortably above the S&P median. 16 sell-side analysts rate this a Buy with a mean 1-yr target of $78.81 (implying -4% upside).
Moat
Free cash flow runs well ahead of reported net income — non-cash charges (depreciation, intangible amortization) are holding down GAAP earnings while cash generation stays strong.
Risk
Trailing P/E 187.3x prices in sustained high growth — any quarter that disappoints triggers sharp re-rating. Down 45% from the 52-week high — the market is pricing in something the screen can't see; verify the bear case before sizing up. Beta 2.39 implies above-market volatility — position-size to the drawdowns this name will produce in a market correction, not to its bull-case return.
MOAltria Group Inc
Why now
Tobacco · market cap $115.3b. 12% off the 52-week high of $77.06.
Moat
Net margin 34% is exceptional — pricing-power territory rare outside premium software, branded staples, and specialty pharma. ROE 150% — top-decile capital efficiency. Either pricing leverage, low capital intensity, or aggressive buybacks; the durability story depends on which. $115.3b market cap gives the company enough scale to absorb fixed costs that subscale competitors can't, without yet being so large that growth has to come from acquisition.
Risk
Dividend payout 87% of earnings on a 5.6% yield — distribution coverage is thin; one earnings stumble could force a dividend cut.
Verdict — model-derived comparison
Generating verdict… typically 5–10 seconds
Not investment advice. The Bull Rankings publishes a quantitative ranking model and accompanying analysis for general informational purposes only. Nothing on this page is a recommendation to buy, sell, or hold any security; nothing is personalized to your circumstances, risk tolerance, or tax situation. Investing carries the risk of loss — invest at your own risk and consider consulting a licensed financial professional before acting on anything you read here. See terms and methodology for full disclosures.