After reviewing Nielsen data through Feb. 23, Jefferies Stephanie Wissink noted that mass beauty sales decelerated to down 4% in the trailing 4 week period, with all categories stepping lower. By brand, Revlon sales decline of 15% was a deceleration, L'Oreal's (LRCLY) 2% decline was a slight deceleration, e.l.f. Beauty's (ELF) decline of 3% was stable and Coty's (COTY) 4% decline was improved, Wissink tells investors. She keeps Hold rating on all four mass beauty product makers mentioned. In morning trading, shares of Revlon are down $4.95. or 19.4%, to $20.62.

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TD Cowen analyst Oliver Chen lowered the firm's price target on Coty to $13 from $16 and keeps a Buy rating on the shares. The firm said recent stock pullbacks of (13%) imply modest expectations ahead of earnings but they remain constructive on the category.

TD Cowen analyst Oliver Chen upgraded e.l.f. Beauty to Buy from Hold with a price target of $190, down from $220. The analyst sees potential for e.l.f. to double its business by fiscal 2027 with shelf space and international expansion as the driving forces. The firm sees the company's new product innovations boosting overall growth at key franchises like Halo and Putty. It calls e.l.f. a "structural growth story with robust growth drivers" and expects the stock's valuation multiple to re-rate higher.