e.l.f. Beauty, Inc. vs PROCTER & GAMBLE CO, two Household Products stocks. A side-by-side on valuation, growth, margins, returns, and what each price is betting.
Procter & Gamble earns 30% on equity and 12.9% on assets, and the reason is structural: enormous scale across staples brands lets it keep 19% of every sales dollar as net profit. e.l.f. earns 2.3% on equity and 1.1% on assets, not because the brand is weak but because it spends past its 73% gross margin to a negative operating line, leaving net margin at 1.6%. Returns on capital this far apart usually trace to where each company is in its life, one harvesting, one still planting. The market sets the prices accordingly, P&G near 22 times earnings and e.l.f. near 140 on profit that barely exists. P&G's 4.2% free-cash yield is money in hand; e.l.f.'s 5.2% is cash flow racing ahead of an income statement that hasn't caught up.
Comparison updated 2026-06-15.
| Metric | ELF | PG |
|---|---|---|
| Price | $76.71 | $147.02 |
| Market cap | $4.6B | $355.3B |
| Sector | Household Products | Household Products |
| Stage | Growth | Mature |
| Implied growth (priced in) | — | +0.1% |
| P/E | 166.8 | 21.5 |
| P/B | 4.08 | 6.49 |
| P/S | 2.82 | 4.10 |
| EV/EBITDA | 59.5 | 16.9 |
| Revenue growth | +24.0% | +3.4% |
| Gross margin | 72.7% | — |
| Operating margin | -11.2% | 21.6% |
| Net margin | 1.6% | 19.2% |
| Return on equity | 2.3% | 30.4% |
| Return on assets | 1.1% | 12.9% |
| Return on invested capital | 3.0% | 17.4% |
| FCF yield | 4.1% | 4.2% |
| Dividend yield | 2.3% | 2.8% |
| Debt / equity | 0.74 | 0.68 |
| Current ratio | 2.35 | 0.73 |
| Altman Z (solvency) | 2.94 | 5.07 |
| Piotroski F (quality) | 4 / 9 | 7 / 9 |
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The stronger value is highlighted per metric where one is strictly better on that single number; it is not an overall verdict on either company. For informational and research purposes only. Not investment advice. Not a recommendation to buy, sell, or hold any security. boothcheck is not a registered investment adviser. Past performance does not guarantee future results.