COMPARE · Reviewed August 1, 2026
ELF vs PG
Verdict: Side-by-side breakdown using the Bull Rankings model. ELF scored 51.8, PG scored 52.0 — PG leads.
Compare another set
ELF
e.l.f. Beauty, Inc.
51.8
$82.89 · $4.9B
fundamentals as of
Score gap
0.2
PG leads
PG
The Procter & Gamble Company
52
$144.49 · $336.5B
fundamentals as of
The model, pillar by pillar (0–100 each)
ELF
stronger →← stronger
PG
40
Qualityreturns · margins · balance sheet
86
100
Growthrevenue & earnings expansion
56
35
Valuevaluation vs sector peers
29
ELF is stronger on 2 of 3 pillars.
Fundamentals, head-to-head
ELF
PG
$190mC
FCF
$15.0bA-
+24.6%A-
Rev
+3.3%C+
0.81B
D/E
0.63B+
188.4xD
P/E
21.8xB
1.37B
PEG
4.10D
Winner per row is the stronger grade in our model; a tie or a missing value shows no highlight.
Valuation · DCF cross-check
ELF
PG
153% above
Price vs fair valuelower is cheaper
44% above
~34%/yr
Growth the price implies10-yr FCF · lower = less priced in
~13%/yr
-64%
1-yr DCF upside
-33%
-60%
5-yr DCF upside
-30%
-55%
10-yr DCF upside
-27%
The DCF is a cross-check on intrinsic value, separate from the quality-growth score above.
Model signals
ELF
Why this score
- Diluting shareholders
PG
Why this score
- Durable high returns
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 -5% 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 188.4x 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.
PGThe Procter & Gamble Company
Why now
Household & Personal Products · market cap $336.5b. 14% off the 52-week high of $167.25. 23 sell-side analysts rate this a Buy with a mean 1-yr target of $161.00 (implying +11% upside).
Moat
Net margin 19% beats the market median by a meaningful margin — the company is keeping more of every revenue dollar than the average S&P constituent. ROE 30% — top-decile capital efficiency. Either pricing leverage, low capital intensity, or aggressive buybacks; the durability story depends on which. $336.5b market cap places it among the largest companies in the sector — distribution, R&D, and customer-acquisition costs amortize across a base peers can't replicate.
Risk
Mature compounder — the risk is paying up for quality at a moment when growth is decelerating. Watch for sequential revenue + margin trends; the inflection from "compounder" to "ex-compounder" is hard to spot until the multiple already started compressing.
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.