e.l.f. Beauty advertising spend, FY2026
e.l.f. Beauty (ELF) reported $361M of advertising expense for the fiscal year ended Mar 31, 2026. That is 22.1% of revenue of $1.6B. Up 28.3% from FY2025.
Key facts
- FY2026 is the highest year on file, going back to FY2015.
- Largest increase +135.9% in FY2023.
- Ad spend has risen 6 years in a row.
- Ad spend is 22.1% of revenue, up from 9.5% in FY2021.
- e.l.f. Beauty spends more on advertising than 54% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 4.3x the median of 5.2%.
Ad spend by fiscal year
Ad spend as % of revenue
History
Download CSV| Fiscal year | Period end | Ad spend | YoY | Revenue | Ad / revenue | Tag | Filing |
|---|---|---|---|---|---|---|---|
| FY2026 | Mar 31, 2026 | $361M | +28.3% | $1.6B | 22.1% | AdvertisingExpense | 10-K May 21, 2026 |
| FY2025 | Mar 31, 2025 | $282M | +34.6% | $1.3B | 21.4% | AdvertisingExpense | 10-K May 21, 2026 |
| FY2024 | Mar 31, 2024 | $209M | +116.3% | $1B | 20.4% | AdvertisingExpense | 10-K May 21, 2026 |
| FY2023 | Mar 31, 2023 | $96.7M | +135.9% | $579M | 16.7% | AdvertisingExpense | 10-K May 29, 2025 |
| FY2022 | Mar 31, 2022 | $41M | +35.3% | $392M | 10.5% | AdvertisingExpense | 10-K May 23, 2024 |
| FY2021 | Mar 31, 2021 | $30.3M | +16.5% | $318M | 9.5% | AdvertisingExpense | 10-K May 25, 2023 |
| FY2020 | Mar 31, 2020 | $26M | n/a | $283M | 9.2% | AdvertisingExpense | 10-K May 26, 2022 |
| FY2018 | Dec 31, 2018 | $10.2M | +25.9% | $267M | 3.8% | AdvertisingExpense | 10-K May 27, 2021 |
| FY2017 | Dec 31, 2017 | $8.1M | +44.6% | $270M | 3.0% | AdvertisingExpense | 10-K/A May 29, 2020 |
| FY2016 | Dec 31, 2016 | $5.6M | +43.6% | $230M | 2.4% | AdvertisingExpense | 10-K Feb 28, 2019 |
| FY2015 | Dec 31, 2015 | $3.9M | n/a | $191M | 2.0% | AdvertisingExpense | 10-K Mar 1, 2018 |
What the figure is
Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).
Compared with similar spenders
The 6 companies closest to e.l.f. Beauty in latest-year ad spend.
| Rank | Company | Ad spend | Ad / revenue | YoY | Fiscal year |
|---|---|---|---|---|---|
| 152 | Chipotle Mexican Grill | $364M | 3.1% | +27.3% | FY2025 |
| 153 | Carvana | $363M | 1.8% | +58.5% | FY2025 |
| 154 | Goodyear Tire & Rubber | $362M | 2.0% | +10.7% | FY2025 |
| 155 | e.l.f. Beauty | $361M | 22.1% | +28.3% | FY2026 |
| 156 | Lionsgate Studios | $361M | 13.7% | +21.7% | FY2026 |
| 157 | PENN Entertainment | $358M | 5.1% | -21.5% | FY2025 |
| 158 | Yum China | $354M | 3.0% | +2.3% | FY2025 |
Full ranking of 336 companies · Biggest increases #56 · Highest ad-to-revenue #29 · Up 5+ years in a row #24
Questions
How much does e.l.f. Beauty spend on advertising?
e.l.f. Beauty spent $361M on advertising in fiscal 2026, the year ended Mar 31, 2026, according to its 10-K filed May 21, 2026.
What percentage of revenue does e.l.f. Beauty spend on advertising?
22.1% of revenue in fiscal 2026 ($361M of $1.6B). The median across the 336 companies tracked is 5.2%.
Is e.l.f. Beauty spending more on advertising?
Yes. Ad spend rose 28.3% in fiscal 2026 from fiscal 2025. It has risen 6 years in a row.
How does e.l.f. Beauty rank by advertising spend?
#155 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.
What does e.l.f. Beauty's advertising figure include?
Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).
Source
- Filing
- 10-K for FY2026, filed May 21, 2026
- Accession number
0001600033-26-000020- Company
- e.l.f. Beauty, Inc., CIK 1600033, SIC 2844 (Perfumes, Cosmetics & Other Toilet Preparations)
- Data
- SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
- Cite
- e.l.f. Beauty advertising spend, FY2015-FY2026. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed May 21, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/e-l-f-beauty/advertising-spend/
- Download
- CSV, all years · CSV, all 336 companies