Let's dig into the relative performance of Nu Skin (NYSE:NUS) and its peers as we unravel the now-completed Q4 personal care earnings season.

While personal care products 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 13 personal care stocks we track reported a mixed Q4; on average, revenues beat analyst consensus estimates by 4% while next quarter's revenue guidance was 13.4% below consensus. Inflation (despite slowing) has investors prioritizing near-term cash flows, and while some of the personal care stocks have fared somewhat better than others, they have not been spared, with share prices declining 6.6% on average since the previous earnings results.

Nu Skin (NYSE:NUS)

With person-to-person marketing and sales rather than selling through retail stores, Nu Skin (NYSE:NUS) is a personal care and dietary supplements company that engages in direct selling.

Nu Skin reported revenues of $488.6 million, down 6.5% year on year, topping analyst expectations by 2.6%. It was a weak quarter for the company, with full-year revenue guidance missing analysts' expectations and underwhelming earnings guidance for the full year.

“While we continue to work toward our long-term vision of becoming the world’s leading integrated beauty and wellness platform, our progress was impacted by persistent macro-economic pressures and disruptions associated with transforming our business,” said Ryan Napierski, Nu Skin president and CEO.

Nu Skin delivered the weakest full-year guidance update of the whole group. The stock is down 28.3% since the results and currently trades at $12.48.

Read our full report on Nu Skin here, it's free.

Best Q4: The Honest Company (NASDAQ:HNST)

Co-founded by actress Jessica Alba, The Honest Company (NASDAQ:HNST) sells diapers and wipes, skin care products, and household cleaning products.

The Honest Company reported revenues of $90.26 million, up 10.3% year on year, outperforming analyst expectations by 7.3%. It was a very strong quarter for the company, with an impressive beat of analysts' revenue, adjusted EBITDA, and EPS expectations.

The stock is up 25.5% since the results and currently trades at $3.89.

Is now the time to buy The Honest Company? Access our full analysis of the earnings results here, it's free.

Weakest Q4: Medifast (NYSE:MED)

Known for its Optavia program that combines portion-controlled meal replacements with coaching, Medifast (NYSE:MED) has a broad product portfolio of bars, snacks, drinks, and desserts for those looking to lose weight or consume healthier foods.

Medifast reported revenues of $191 million, down 43.4% year on year, exceeding analyst expectations by 3.7%. It was a weak quarter for the company, with revenue guidance for next quarter missing analysts' expectations.

Medifast had the slowest revenue growth in the group. The stock is down 31.1% since the results and currently trades at $33.69.

Read our full analysis of Medifast's results here.

Coty (NYSE:COTY)

With a portfolio boasting many household brands, Coty (NYSE:COTY) is a beauty products powerhouse with offerings in cosmetics, fragrances, and skincare.

Coty reported revenues of $1.73 billion, up 13.4% year on year, surpassing analyst expectations by 2.9%. It was a strong quarter for the company, with optimistic earnings guidance for the full year and a solid beat of analysts' earnings estimates.

The stock is down 8.9% since the results and currently trades at $11.11.

Read our full, actionable report on Coty here, it's free.

Estée Lauder (NYSE:EL)

Named after its founder, who was an entrepreneurial woman from New York with a passion for skincare, Estée Lauder (NYSE:EL) is a one-stop beauty shop with products in skincare, fragrance, makeup, sun protection, and men’s grooming.

Estée Lauder reported revenues of $4.28 billion, down 7.4% year on year, in line with analyst expectations. It was a decent quarter for the company, with an impressive beat of analysts' earnings estimates but underwhelming earnings guidance for the next quarter.

The stock is up 7.8% since the results and currently trades at $144.64.

Read our full, actionable report on Estée Lauder here, it's free.

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