Better investment is buying the cosmetic sources in bulk and supply the white labeled brands. You can buy lipstick by the block, nail polish by the vat, creams by the barrel. Sell those to some celebrity's brand
I remember watching ULTA as ELF was exploding. Total domination. Now the trend has reversed, or has it? Shoulda held ELF a lot longer!
Ulta Beauty was an investment It doesn't look bullish. It is not so bearish. It just wants to sit at the neckline at 360.