Coupang vs. e.l.f. Beauty: Which Consumer Stock Is a Better Buy in 2026?

The article compares two consumer growth stocks: Coupang, a South Korean e-commerce and logistics giant with 25 million users, and e.l.f. Beauty, a viral cosmetics brand. While Coupang trades at a lower valuation (P/S 0.8x), e.l.f. Beauty is recommended as the better buy due to its 30-quarter growth streak, strong earnings beat, successful Rhode acquisition, and accelerating momentum. Coupang faces headwinds including a major data breach affecting 33 million accounts, regulatory fines, and currency weakness.