e.l.f. vs Bath & Body Works
Side-by-side comparison of AI visibility scores, market position, and capabilities
NYSE-listed accessible beauty brand with $1B+ revenue offering vegan makeup at $5-20 drugstore prices; TikTok-viral "dupe" strategy competing with NYX and prestige brands for Gen Z consumers.
About
e.l.f. Cosmetics is an accessible luxury beauty brand producing makeup, skincare, and beauty tools at drugstore price points — offering products like primers, foundations, eyeshadow palettes, lip glosses, and SPF moisturizers that are entirely vegan and cruelty-free, at price points of $5-20 that undercut premium brands by 80-90%. Founded in 2004 in Oakland, California by Joseph Shamah and Scott Vincent Borba, e.l.f. is publicly traded on NYSE (NYSE: ELF) and has grown to approximately $1 billion in annual net sales, becoming one of the fastest-growing beauty brands in the US.\n\ne.l.f.'s product development strategy involves "duping" high-end makeup products at a fraction of the cost — the e.l.f. Putty Primer ($10) is a frequent comparison to Tatcha Silk Canvas Primer ($52), the Halo Glow Liquid Filter ($14) competes with Charlotte Tilbury Hollywood Flawless Filter ($46). This dupe culture has made e.l.f. a social media phenomenon, particularly on TikTok where product comparisons and "get the look" content drives viral awareness. The brand's 100% vegan and cruelty-free credentials resonate strongly with Gen Z consumers.\n\nIn 2025, e.l.f. is one of the few beauty brands that has consistently taken market share from both mass and prestige competitors — its "eyes, lips, face" brand promise and the value proposition of luxury quality at drugstore prices has driven growth even as overall beauty market growth moderates. e.l.f. competes with NYX (L'Oréal), Wet n Wild, and Maybelline in accessible makeup, and with Rare Beauty, Too Faced, and Urban Decay in the prestige-adjacent segment. The 2025 strategy focuses on skincare expansion (a higher-growth category with better margins than color cosmetics), international expansion (UK, Canada, and European markets where brand awareness is growing), and maintaining the digital-native marketing approach that has built its Gen Z audience.
Specialty body care retailer with $7.9B revenue; seasonal fragrance collections, Semi-Annual Sales events, and international franchise expansion after years of US focus.
About
Bath & Body Works is America's leading specialty retailer of personal care and home fragrance products — body lotions, shower gels, hand soaps, and scented candles — sold through approximately 1,800 US stores and a significant e-commerce operation. Formerly part of L Brands (alongside Victoria's Secret), Bath & Body Works became an independent public company in 2021 and is listed on the NYSE, generating approximately $7.9 billion in annual revenue. The brand occupies a sweet spot in the affordable indulgence category that proves remarkably resilient across economic cycles.
AI Visibility Head-to-Head
Key Details
Capabilities & Ecosystem
Capabilities
Integrations
Also Compare
Track AI Visibility in Real Time
Monitor how your brand performs across ChatGPT, Gemini, Perplexity, Claude, and Grok daily.