As the Q2 earnings season comes to a close, it’s time to take stock of this quarter’s best and worst performers in the personal care industry, including Nature's Sunshine (NASDAQ: NATR) and its peers.
While personal care products may seem more discretionary than food, consumers tend to maintain or even boost their spending on the category during tough times. This phenomenon is known as "the lipstick effect" by economists, which states that consumers still want some semblance of affordable luxuries like beauty and wellness when the economy is sputtering. Consumer tastes are constantly changing, and personal care companies are currently responding to the public’s increased desire for ethically produced goods by featuring natural ingredients in their products.
The 9 personal care stocks we track reported a satisfactory Q2. As a group, revenues beat analysts’ consensus estimates by 1.7% while next quarter’s revenue guidance was 1.5% above.
While some personal care stocks have fared somewhat better than others, they have collectively declined. On average, share prices are down 4.8% since the latest earnings results.
Weakest Q2: Nature's Sunshine (NASDAQ: NATR)
Started on a kitchen table in Utah, Nature’s Sunshine (NASDAQ: NATR) manufactures and sells nutritional and personal care products.
Nature's Sunshine reported revenues of $117 million, up 1.9% year on year. This print fell short of analysts’ expectations by 5.4%. Overall, it was a disappointing quarter for the company with a significant miss of analysts’ EBITDA estimates and a significant miss of analysts’ EPS estimates.
"We delivered a solid quarter, with constant currency sales growth of 4% across nearly all of our geographic regions," said Ken Romanzi, CEO of Nature's Sunshine.
Nature's Sunshine delivered the weakest performance against analyst estimates and weakest full-year guidance update of the whole group. The market seems disappointed with the results as the stock is down 36.5% since reporting and currently trades at $12.92.
Read our full report on Nature's Sunshine here, it’s free.
Best Q2: e.l.f. Beauty (NYSE: ELF)
Short for "eyes, lips, face", e.l.f. Beauty (NYSE: ELF) is a developer of high-quality beauty products at accessible price points.
e.l.f. Beauty reported revenues of $479.4 million, up 35.5% year on year, outperforming analysts’ expectations by 11%. The business had a stunning quarter with a beat of analysts’ EPS estimates and a solid beat of analysts’ EBITDA estimates.
e.l.f. Beauty delivered the biggest analyst estimate beat, fastest revenue growth, and highest full-year guidance raise in the group. The market seems happy with the results as the stock is up 15.2% since reporting. It currently trades at $99.50.
Is now the time to buy e.l.f. Beauty? Access our full analysis of the earnings results here, it’s free.
Edgewell Personal Care (NYSE: EPC)
Boasting brands such as Banana Boat, Schick, and Skintimate, Edgewell Personal Care (NYSE: EPC) sells personal care products in the skin and sun care, shave, and feminine care categories.
Edgewell Personal Care reported revenues of $570.1 million, up 1.7% year on year, falling short of analysts’ expectations by 1.2%. It was a slower quarter as it posted a significant miss of analysts’ organic revenue estimates and a miss of analysts’ EBITDA estimates.
As expected, the stock is down 2.5% since the results and currently trades at $27.83.
Read our full analysis of Edgewell Personal Care’s results here.
USANA (NYSE: USNA)
Going to market with a direct selling model rather than through traditional retailers, USANA Health Sciences (NYSE: USNA) manufactures and sells nutritional, personal care, and skincare products.
USANA reported revenues of $223.3 million, down 5.3% year on year. This print lagged analysts’ expectations by 5%. Zooming out, it was a mixed quarter as it also recorded a solid beat of analysts’ EBITDA estimates but a significant miss of analysts’ EPS estimates.
The stock is down 35.2% since reporting and currently trades at $14.76.
Read our full, actionable report on USANA here, it’s free.
Coty (NYSE: COTY)
With a portfolio boasting many household brands, Coty (NYSE: COTY) is a beauty products powerhouse spanning cosmetics, fragrances, and skincare.
Coty reported revenues of $1.27 billion, up 1.3% year on year. This number surpassed analysts’ expectations by 5.7%. It was a strong quarter as it also produced an impressive beat of analysts’ organic revenue estimates and a solid beat of analysts’ EBITDA estimates.
The stock is down 13.2% since reporting and currently trades at $2.63.
Read our full, actionable report on Coty here, it’s free.
Market Update
Over the past year, investors have been forced to repeatedly answer the same question: what is the market’s biggest risk? The answer has changed several times, and each shift has reshaped market leadership.
Late in 2025 and early 2026, artificial intelligence became the market’s primary uncertainty. Investors questioned whether AI would erode software pricing power and weaken competitive moats as AI made it easier to replicate once-differentiated products.
By the spring, technology took a back seat to geopolitics. The U.S. conflict with Iran briefly became the market’s dominant narrative, raising concerns about oil prices, inflation, and global growth. But as energy markets remained orderly and fears of a prolonged supply disruption faded, investors quickly turned their focus back to fundamentals.
Want to invest in winners with rock-solid fundamentals? Check out our 9 Best Market-Beating Stocks and add them to your watchlist. These companies are poised for growth regardless of the political or macroeconomic climate.
