PG vs ELF Comparison: AI Score, Valuation, Performance and Upside
Compare Procter & Gamble's mature, dividend-focused consumer staples model against e.l.f. Beauty's much smaller but faster-growing mass-market cosmetics brand.
Use this Procter & Gamble vs e.l.f. Beauty comparison to evaluate the key differences across valuation, growth, profitability, and risk before making an investment decision.
PG holds the edge across 5 of 5 key metrics in this comparison. PG leads on both 1-year return (-7.42%) and forward P/E quality (19.43x vs 27.97x for ELF), a relatively favorable combination of momentum and valuation. On fundamentals, ELF is growing revenue faster (35.50%), while PG maintains the higher operating margin (22.08%) — a classic growth-versus-profitability split. Analyst consensus implies meaningfully more upside for PG (+11.70%) than for ELF (-7.89%).
Human Wall Street analysts' price targets, typically implying a ~12-month view — a separate signal from this site's own AI Prediction Signal further down the page, which is a 5-/30-day machine-learning forecast based on price history alone.
| Metric | PG | ELF |
|---|---|---|
| AI scorei | 40.3 | 38.6 |
| AI ranki | #1036 | #1204 |
| Latest closei | $146.44 | $109.67 |
| 1M returni | -0.25% | +26.98% |
| 6M returni | -4.90% | +32.87% |
| 1Y returni | -7.42% | -15.74% |
How much would $10,000 be worth today if invested at the start of each period, with all dividends reinvested?
| Period | PG | ELF |
|---|---|---|
| 1Y ago | $9.2K (-8.0%) started 2025-09-04 | $8.2K (-18.0%) started 2025-09-04 |
| 5Y ago | $12.34K (+23.4%) started 2021-09-07 | $35.5K (+255.0%) started 2021-09-07 |
| 10Y ago | $27.34K (+173.4%) started 2016-09-06 | $41.38K (+313.8%) started 2016-09-22 |
Hypothetical — past performance does not guarantee future results.
| Metric | PG | ELF |
|---|---|---|
| Market capi | $334.21B | $6.31B |
| Trailing P/Ei | 21.75 | 109.19 |
| Forward P/Ei | 19.43 | 27.97 |
| Price/Salesi | 4.58 | N/A |
| EV/Revenuei | 4.14 | 21.79 |
| Analyst targeti | $160.61 | $98.56 |
| Target upsidei | +11.70% | -7.89% |
| Metric | PG | ELF |
|---|---|---|
| Revenue growthi | 1.50% | 35.50% |
| Earnings growthi | -15.50% | 93.10% |
| EPS growthi | -15.50% | +93.10% |
| FCF margini | +15.26% | +31.48% |
| Operating margini | 22.08% | 14.31% |
| Profit margini | 18.44% | -0.23% |
| ROIC proxyi | 30.29% | -0.29% |
| Return on equityi | 30.29% | -0.29% |
| Dividend yieldi | 3.03% | N/A |
| Betai | 0.38 | 2.39 |
| Debt/equityi | 64.49 | 79.50 |
| Current ratioi | 0.68 | 3.07 |
| Quick ratioi | 0.41 | 1.81 |
Over the past year, PG and ELF have moved barely in the same direction (correlation of 0.14), based on daily returns.
Lower drawdown and smaller single-period drops generally indicate a smoother ride, though they do not guarantee lower future risk.
| Period | Metric | PG | ELF |
|---|---|---|---|
| 1Y | Growthi | -8.01% | -17.99% |
| CAGRi | -8.02% | -18.01% | |
| Volatilityi | 19.48% | 66.29% | |
| Sharpe ratioi | -0.56 | -0.00 | |
| Sortino ratioi | -0.79 | -0.01 | |
| Max drawdowni | 16.15% | 66.20% | |
| Current drawdowni | 12.42% | 25.23% | |
| Avg drawdowni | 9.39% | 41.06% | |
| Ulcer Indexi | 10.32% | 44.67% | |
| Max daily dropi | 3.56% | 35.04% | |
| Max wkly dropi | 8.12% | 39.63% | |
| 5Y | Growthi | +11.95% | +255.03% |
| CAGRi | +2.29% | +28.90% | |
| Volatilityi | 18.09% | 58.26% | |
| Sharpe ratioi | -0.03 | 0.66 | |
| Sortino ratioi | -0.04 | 0.95 | |
| Max drawdowni | 23.77% | 77.26% | |
| Current drawdowni | 17.50% | 49.69% | |
| Avg drawdowni | 8.17% | 28.69% | |
| Ulcer Indexi | 10.25% | 38.31% | |
| Max daily dropi | 6.23% | 35.04% | |
| Max wkly dropi | 8.92% | 39.63% | |
| 10Y | Growthi | +109.30% | +313.85% |
| CAGRi | +7.67% | +15.34% | |
| Volatilityi | 19.19% | 55.19% | |
| Sharpe ratioi | 0.25 | 0.46 | |
| Sortino ratioi | 0.35 | 0.65 | |
| Max drawdowni | 23.77% | 77.26% | |
| Current drawdowni | 17.50% | 49.69% | |
| Avg drawdowni | 6.52% | 33.09% | |
| Ulcer Indexi | 8.80% | 40.44% | |
| Max daily dropi | 8.74% | 35.04% | |
| Max wkly dropi | 16.27% | 41.86% |
| Category | PG | ELF |
|---|---|---|
| Company | PG | ELF |
| Sector | Consumer Defensive | Consumer Defensive |
| Industry | Household & Personal Products | Household & Personal Products |
| Core business | The Procter & Gamble Company provides branded consumer packaged goods worldwide. | e.l.f. Beauty, Inc., a beauty company, provides cosmetics and skin care products worldwide. |
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