Dogness (International) (NASDAQ:DOGZ) versus Olaplex (NASDAQ:OLPX) Critical Analysis

Olaplex (NASDAQ:OLPX) and Dogness (International) (NASDAQ:DOGZ) are both small-cap consumer discretionary companies, but which is the superior business? We will contrast the two businesses based on the strength of their profitability, dividends, institutional ownership, risk, valuation, earnings and analyst recommendations.

Analyst Ratings

This is a breakdown of recent recommendations and price targets for Olaplex and Dogness (International), as reported by MarketBeat.

	Sell Ratings	Hold Ratings	Buy Ratings	Strong Buy Ratings	Rating Score
Olaplex	1	5	1	0	2.00
Dogness (International)	1	0	0	0	1.00

Olaplex presently has a consensus target price of $1.92, indicating a potential downside of 7.11%. Given Olaplex’s stronger consensus rating and higher probable upside, research analysts plainly believe Olaplex is more favorable than Dogness (International).

Insider & Institutional Ownership

87.4% of Olaplex shares are held by institutional investors. Comparatively, 5.1% of Dogness (International) shares are held by institutional investors. 4.8% of Olaplex shares are held by company insiders. Comparatively, 31.1% of Dogness (International) shares are held by company insiders. Strong institutional ownership is an indication that endowments, large money managers and hedge funds believe a stock will outperform the market over the long term.

Risk & Volatility

Olaplex has a beta of 1.85, suggesting that its stock price is 85% more volatile than the S&P 500. Comparatively, Dogness (International) has a beta of 2.16, suggesting that its stock price is 116% more volatile than the S&P 500.

Profitability

This table compares Olaplex and Dogness (International)’s net margins, return on equity and return on assets.

	Net Margins	Return on Equity	Return on Assets
Olaplex	-3.53%	2.23%	1.31%
Dogness (International)	N/A	N/A	N/A

Earnings and Valuation

This table compares Olaplex and Dogness (International)”s top-line revenue, earnings per share (EPS) and valuation.

	Gross Revenue	Price/Sales Ratio	Net Income	Earnings Per Share	Price/Earnings Ratio
Olaplex	$425.35 million	3.27	-$9.25 million	($0.02)	-103.50
Dogness (International)	$16.33 million	0.86	-$5.10 million	N/A	N/A

Dogness (International) has lower revenue, but higher earnings than Olaplex.

Summary

Olaplex beats Dogness (International) on 8 of the 12 factors compared between the two stocks.

About Olaplex

Olaplex Holdings, Inc. develops, manufactures, and sells hair care products in the United States and internationally. The company offers hair care shampoos and conditioners for use in treatment, maintenance, and protection of hair, as well as oil, moisture mask, and nourishing hair serum. It provides hair care products to professional hair salons, retailers, and everyday consumers. The company distributes its products through professional distributors in salons, directly to retailers for sale in their physical stores, e-commerce sites, and its website, Olaplex.com, as well as third party e-commerce platforms. The company was founded in 2014 and is based in Santa Barbara, California.

About Dogness (International)

Dogness (International) Corporation, through its subsidiaries, designs, manufactures, and sells fashionable products for dogs and cats worldwide. The company provides pet leashes, pet collars, pet harnesses, and retractable leashes, as well as lanyards; gift suspenders, pet belt ribbons, laces, elastic belts, computer jacquard ribbons, and high-grade textile laces; mouth covers and pet charms; climbing hooks; and intelligent pet products, such as app-controlled pet feeders, pet water fountains, and smart pet toys, as well as pet shampoos. It also offers ribbon dyeing service and pet grooming services. It offers its products to wholesalers and retailers. The company was founded in 2003 and is headquartered in Dongguan, the People's Republic of China.