I’ve been calling Ulta Magnificence (ULTA) and e.l.f. Magnificence (ELF) my “Amazon-proof” performs for months inside The Struggle Room.
Right here’s why that issues proper now…
Whereas each different sector will get hammered by the every day information cycle – geopolitical chaos, tariff threats, AI alternative fears, you title it – these two magnificence giants simply preserve doing their factor.
As a result of right here’s what Amazon can’t replicate: You continue to have to see how make-up seems, contact it, scent it, and take a look at the way it reacts to YOUR pores and skin earlier than shopping for. Meaning being in-store. Meaning these corporations have one thing Jeff Bezos nonetheless can’t contact.
However the “Amazon-proof” angle is simply the beginning.
These shares are additionally “news-proof.”
Give it some thought: It doesn’t matter what’s occurring in Iran, Venezuela, or with Mexican cartels shutting down flights to Puerto Vallarta… folks nonetheless wish to look good.
So long as people work together with one another – and so long as social media exists the place you have to look camera-ready for movies and reels – ELF and ULTA will seize their share of client spending.
The 2026 actuality: We’re not simply speaking about going out to dinner anymore. We’re speaking a few technology that lives on digicam. Each TikTok, each Instagram story, each Zoom name is a purpose to spend on magnificence merchandise.
Political scandal? Individuals nonetheless publish content material. Market volatility? Nonetheless have to look good for that video name.
AI alternative fears? Robots aren’t doing all your make-up anytime quickly.
This creates a steady flooring for each investments that the majority sectors merely don’t have.
Whereas the market swings wildly on every day headlines – Dow 50,000 someday, huge volatility the following – magnificence spending stays remarkably constant as a result of it’s tied to primary human psychology, not financial cycles.
YOUR ACTION PLAN
Traders proper now are attempting to foretell which AI shares will survive and which sectors will keep away from tariffs.
I’m specializing in corporations that profit from one thing that hasn’t modified in many years: folks eager to look their finest.
Inside The Struggle Room, I’m monitoring each ULTA and ELF for preferrred entry factors. Haven’t pulled the set off but, however I’m shut. The second I problem both commerce, Struggle Room members get it immediately.
Plus, as quickly as March hits, a brand new commerce goes reside that aligns with this precise thesis.