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Should there be a rapprochement or even a tariff deal in the trade dispute between China and the USA, I see a clear entry signal for e.l.f. Beauty. Currently, 75% of cosmetics products are produced in China. Nevertheless, the business is performing better than competitors thanks to its successful low-price and marketing strategy: The cosmetics company has now increased its net revenue and market shares for 25 consecutive quarters. Brand awareness in the US rose from 13% in 2020 to 33%, and products are purchased in every third household in...
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