Interested in adding cosmetics stocks to your portfolio? This consumer staple tends to do well in down markets, but shifting shopping trends may trigger volatility within the industry.
What are makeup stocks?
Makeup stocks are stocks from cosmetics and consumer beauty companies that produce makeup, perfume, skincare products, hair care products and toiletries. Investing in makeup stocks can be complicated, as most drugstore brands are owned by a parent company. In fact, nearly 200 makeup brands fall under the ownership umbrella of only eight companies. For example, Aveda, Clinique and M.A.C.? Those belong to Estée Lauder. And Lancôme and Maybelline? Those are owned by L’Oréal. There are some makeup stocks that trade on US exchanges. But investors interested in this subcategory of the consumer staples sector should prepare to invest in international brands, too, like the Japanese personal care company, Kosé, or German skincare brand, Biofrontera.
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Makeup stocks
To purchase makeup stocks, prepare to invest in both US and international companies.
See how the following stocks are performing, and view details like market capitalization, the price-to-earnings (P/E) ratio, price/earnings-to-growth (PEG) ratio and dividend yield.
Company summary
Beiersdorf Aktiengesellschaft, together with its subsidiaries, manufactures and distributes consumer goods in Europe, the Americas, Africa, Asia, and Australia. It operates in two segments, Consumer Business and Tesa Business. The Consumer Business Segment offers skin and body care products. The Tesa Business segment provides adhesive tapes and self-adhesive solutions for industries, craft businesses, and consumers. This segment offers its system solutions to the automotive, electronics, printing and paper, and building and construction industries. It operates an online store. The company offers its products under the Aquaphor, NIVEA, Eucerin, La Prairie, Labello, Hansaplast, 8x4, Florena, Coppertone, HIDROFUGAL, SKIN STORIES, GAMMON, Maestro, tesa, Chantecaille, Elastoplast, and CURITAS brand names. The company was founded in 1882 and is headquartered in Hamburg, Germany. Beiersdorf Aktiengesellschaft operates as a subsidiary of maxingvest ag.
Historical performance
Stock information
Market capitalization: $33002018816
P/E ratio: 42.1739
PEG ratio: 2.618
Dividend yield: 0.0075%
Company summary
Biofrontera AG, a biopharmaceutical company, engages in the development and commercialization of pharmaceutical products for the treatment of dermatological conditions and diseases caused primarily by exposure to sunlight that results in sun damage to the skin. Its principal product is Ameluz, a prescription drug for the treatment of lesion-directed and field-directed actinic keratosis. The company also offers BF-RhodoLED lamp, a photodynamic therapy for lesion-directed and field-directed treatment of actinic keratosis; and Belixos, an over-the-counter line of skin care cosmetic products. In addition, it is developing Ameluz for the treatment of field cancerization and nodular basal cell carcinoma. Further, the company's product portfolio includes Xepi, a prescription antibiotic cream for the treatment of impetigo; and Aktipak, a generic drug for the treatment of acne. It offers its products primarily in the United States, Europe, and Israel. The company has a collaboration and partnership agreement with Maruho Co., Ltd. Biofrontera AG was founded in 1997 and is headquartered in Leverkusen, Germany.
Coty Inc., together with its subsidiaries, manufactures, markets, distributes, and sells beauty products worldwide. It operates through Prestige and Consumer Beauty segments. The company provides fragrance, color cosmetics, and skin and body care products. It offers Prestige segment products primarily through prestige retailers, including perfumeries, department stores, e-retailers, direct-to-consumer websites, and duty-free shops under the Burberry, Calvin Klein, Chloe, Davidoff, Escada, Gucci, Hugo Boss, Jil Sander, Joop!, Kylie Jenner, Lancaster, Marc Jacobs, Miu Miu, Orveda, philosophy, SKKN BY KIM, and Tiffany & Co. brands. The company provides Consumer Beauty segment products primarily through hypermarkets, supermarkets, drug stores, pharmacies, mid-tier department stores, traditional food and drug retailers, and e-commerce retailers under the Adidas, Beckham, Biocolor, Bozzano, Bourjois, Bruno Banani, CoverGirl, Jovan, Max Factor, Mexx, Monange, Nautica, Paixao, Rimmel, Risque, and Sally Hansen brands. It also sells its products through third-party distributors. The company was founded in 1904 and is headquartered in New York, New York. Coty Inc. is a subsidiary of JAB Beauty B.V.
e.l.f. Beauty, Inc., together with its subsidiaries, provides cosmetic and skin care products under the e.l.f. Cosmetics, e.l.f. Skin, Well People, and Keys Soulcare brand names worldwide. The company offers eye, lip, face, face, paw, and skin care products. It sells its products through national and international retailers and direct-to-consumer channels, which include e-commerce platforms in the United States, and internationally primarily through distributors. The company was formerly known as J.A. Cosmetics Holdings, Inc. and changed its name to e.l.f. Beauty, Inc. in April 2016. e.l.f. Beauty, Inc. was founded in 2004 and is headquartered in Oakland, California.
Kao Corporation develops and sells hygiene and living care, health and beauty care, life care business, cosmetics, and chemical products. The Hygiene and Living Care Business segment offers fabric, kitchen, home, sanitary, and pet care products. The Health and Beauty Care Business segment provides facial, body, hair, and oral care, hair styling and color, Salon, In-bathroom health care, and warming products. The Life Care Business segments offers health drinks, as well as hygiene products for commercial use. The Cosmetics Business segment provides counseling and self-selection cosmetic products. The Chemical Business segment offers oleo chemicals; fat and oil derivatives; surfactants; fragrances; water-reducing admixtures; casting sand binders; plastics additives; process chemicals; toners and toner binders; inkjet ink colorants and ink; fine polishing agents and cleaners; and materials and process chemicals. The company was formerly known as Kao Soap Co., Ltd. and changed its name to Kao Corporation in 1982. Kao Corporation was founded in 1887 and is headquartered in Tokyo, Japan.
Natura &Co Holding S.A. engages in the development, manufacturing, distribution, and resale of cosmetics, fragrances, and personal care products in Asia, North America, South America, Europe, the Middle East, Africa, and Oceania. It operates through Natura &Co Latam, Avon International, The Body Shop, and Aesop segments. The company offers fragrances, makeup, body and facial care, sunscreen, soaps, deodorants, body oils, hair care, and gifts products. It also provides decorative, houseware, entertainment and leisure, and children's products, as well as jewelry, watches, clothing, footwear, and accessories. The company markets its products under the Natura, Avon, The Body Shop, and Aesop brand names through signature and department stores, e-commerce, direct selling, business-to-business, franchises, physical stores, and retail markets. Natura &Co Holding S.A. was founded in 1969 and is headquartered in São Paulo, Brazil.
Revlon, Inc., together with its subsidiaries, develops, manufactures, markets, distributes, and sells beauty and personal care products worldwide. The company's Relvon segment offers color cosmetics and beauty tools under the Revlon brand; and hair color under the Revlon ColorSilk and Revlon Professional brands. Its Elizabeth Arden segment markets, distributes, and sells skin care products under the Elizabeth Arden Ceramide, Prevage, Eight Hour, SUPERSTART, Visible Difference, and Skin Illuminating brands; and fragrances under the Elizabeth Arden White Tea, Elizabeth Arden Red Door, Elizabeth Arden 5th Avenue, and Elizabeth Arden Green Tea brands. The company's Portfolio segment offers color cosmetics under the Almay and SinfulColors brands; men's grooming products under the American Crew brand; nail polishes, gel nail color, and nail enhancements under the CND brand; nail care products under the Cutex brand; anti-perspirant deodorants under the Mitchum brand; hair care products under the Creme of Nature; and hair color line under the Llongueras brand. Its Fragrances segment develops, markets, and distributes owned and licensed fragrances, as well as distributes prestige fragrance brands owned by third parties. This segment offers its products under the Juicy Couture, John Varvatos, AllSaints, Britney Spears, Elizabeth Taylor, Christina Aguilera, Jennifer Aniston, Mariah Carey, Curve, Giorgio Beverly Hills, Ed Hardy, Charlie, Lucky Brand, Alfred Sung, Halston, Geoffrey Beene, and White Diamonds brands. It sells its products through sales force, sales representatives, independent distributors, mass and prestige retail, e-commerce sites, department stores, and specialty cosmetics stores, as well as licenses its Revlon and other trademarks to the manufacturers of complementary beauty-related products and accessories. Revlon, Inc. was founded in 1932 and is based in New York, New York. On June 15, 2022, Revlon, Inc., along with its affiliates, filed a voluntary petition for reorganization under Chapter 11 in the U.S.
Ulta Beauty, Inc. operates as a specialty beauty retailer in the United States. The company offers branded and private label beauty products, including cosmetics, fragrance, haircare, skincare, bath and body products, professional hair products, and salon styling tools through its Ulta Beauty stores, shop-in-shops, Ulta.com website, and its mobile applications. It also offers beauty services, including hair, makeup, brow, and skin services at its stores. The company was formerly known as ULTA Salon, Cosmetics & Fragrance, Inc. and changed its name to Ulta Beauty, Inc. in January 2017. Ulta Beauty, Inc. was incorporated in 1990 and is based in Bolingbrook, Illinois.
Believe it or not, the beauty and cosmetics industry is considered a consumer staple, which means the products it manufactures tend to be in consistent demand, even in a down market. With self-care trending on social media and beauty vloggers racking up the views, makeup has become more than a way to enhance our appearance — it’s an artistic medium. And research has discovered that those who use cosmetics aren’t willing to decrease what they spend on beauty products, even with less disposable income on hand. The cosmetics industry has staying power — makeup has existed for hundreds of years and if recent market trends are anything to judge by, the industry isn’t going anywhere. The global cosmetics industry is expected to hit $429.8 billion by 2022, with a forecasted compound annual growth rate of 4.3% from 2016 to 2022, according to Allied Market Research. And rising trends in natural and cruelty-free ingredients is paving the way for market newcomers — like organic makeup companies — to expand. This multibillion-dollar global industry continues to grow and may stand as a diversifying stock to balance your portfolio in times of economic downturn.
Risks of investing in makeup
No industry is immune to volatility — even those in the consumer staples sector. The rise of e-commerce and prevalence of social media has begun to convert in-person browsers to online shoppers. And the cosmetics industry is responding. Smaller, independent names, like e.l.f. and Ulta, are increasingly challenging legacy brands like L’Oréal and Estée Lauder. And with the rising rates of online shopping, older brands that relied on the in-person rep or makeup artist to clinch the sale are scrambling for footing. Before you invest, review the historical performance of the makeup stock you’re interested in. Is it on an upward trajectory? Leveling out? Losing ground? Newer brands are more of a gamble but may have the agility to outmaneuver the legacy brands.
Makeup stocks may offer portfolio diversification during times of economic downturn. But no industry or investment is risk-free, and emerging shopping trends may trigger competition within the industry. Review your brokerage account options across multiple platforms to find the account that best meets your needs.
Frequently asked questions
Yes. Some that do include Beiersdorf AG, Coty and The Estée Lauder Companies.
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Shannon Terrell is a lead writer and spokesperson at NerdWallet and a former editor at Finder, specializing in personal finance. Her writing and analysis on investing and banking has been featured in Bloomberg, Global News, Yahoo Finance, GoBankingRates and Black Enterprise. She holds a bachelor’s degree in communications and English literature from the University of Toronto Mississauga.
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