I’ve been calling Ulta Beauty (ULTA) and e.l.f. Beauty (ELF) my “Amazon-proof” plays for months inside The War Room.

Here’s why that matters right now…

While every other sector gets hammered by the daily news cycle – geopolitical chaos, tariff threats, AI replacement fears, you name it – these two beauty giants just keep doing their thing.

Because here’s what Amazon can’t replicate: You still need to see how makeup looks, touch it, smell it, and test how it reacts to YOUR skin before buying. That means being in-store. That means these companies have something Jeff Bezos still can’t touch.

But the “Amazon-proof” angle is just the start.

These stocks are also “news-proof.”

Think about it: No matter what’s happening in Iran, Venezuela, or with Mexican cartels shutting down flights to Puerto Vallarta… people still want to look good.

As long as humans interact with each other – and as long as social media exists where you need to look camera-ready for videos and reels – ELF and ULTA will capture their share of consumer spending.

The 2026 reality: We’re not just talking about going out to dinner anymore. We’re talking about a generation that lives on camera. Every TikTok, every Instagram story, every Zoom call is a reason to spend on beauty products.

Political scandal? People still post content. Market volatility? Still need to look good for that video call.

AI replacement fears? Robots aren’t doing your makeup anytime soon.

This creates a stable floor for both investments that most sectors simply don’t have.

While the market swings wildly on daily headlines – Dow 50,000 one day, massive volatility the next – beauty spending stays remarkably consistent because it’s tied to basic human psychology, not economic cycles.

YOUR ACTION PLAN

Investors right now are trying to predict which AI stocks will survive and which sectors will avoid tariffs.

I’m focusing on companies that benefit from something that hasn’t changed in decades: people wanting to look their best.

Inside The War Room, I’m tracking both ULTA and ELF for ideal entry points. Haven’t pulled the trigger yet, but I’m close. The moment I issue either trade, War Room members get it instantly.

Plus, as soon as March hits, a new trade goes live that aligns with this exact thesis.