I don’t know anything about cosmetics or the businesses that crank it out, but apparently E.L.F. is kicking Estee Lauder‘s ass.
![](https://slopeofhope.com/wp-content/uploads/2023/11/unnamed-1-640x640.png)
Here we see the chart of ELF:
![](https://slopeofhope.com/wp-content/uploads/2023/11/slopechart_ELF-640x350.jpg)
Take one letter away, and you get their (much older) competitor, EL:
![](https://slopeofhope.com/wp-content/uploads/2023/11/slopechart_EL-640x350.jpg)
The percentage chart of these two together shows who has pulled away and is winning the race.
![](https://slopeofhope.com/wp-content/uploads/2023/11/slopechart_ELFEL-640x350.jpg)