Piper Jaffray analyst Erinn Murphy says her store checks indicate e.l.f. Beauty (ELF) started rolling out into 170-190 Ulta Beauty (ULTA) doors earlier this week. The analyst is "optimistic" that this in-store launch can be broader over time. Further, her channel checks in the U.K. indicate "broad strength" of sales at Superdrug. Checks suggest e.l.f.'s distribution growth initiatives remain on track and that it remains a share gainer, Murphy tells investors in a research note. She still sees the company as a potential takeout candidate "with time." The analyst has an Overweight rating on e.l.f. with a $34 price target.

Wells Fargo lowered the firm's price target on Ulta Beauty to $350 from $450 and keeps an Underweight rating on the shares. The category is slowing faster than anticipated as the competitive backdrop has become more challenging, the firm says. Margins will likely continue to erode as the need to invest accelerates, Wells adds.

Welcome to "Fly Insider," The Fly's weekly recap of notable insider stock transactionsNOTABLE INSIDER PURCHASES: Significant insider purchases reported in the prior week from April 15 through April 19 include:Chairman of Ashford (AINC) Montgomery Bennett purchased 200,000 shares of company stock at $4. 91 per share... To see the rest of the story go to thefly.com. See Story Here