Tech stocks have often been a big draw for investors, especially those seeking growth. It's no surprise to see so many trend-following market participants jump onto the bandwagon of companies seeking to take advantage of technological advances. Indeed, the recent tech boom is one big reason parts of the stock market are higher on Thursday morning.

Yet if you focus solely on artificial intelligence stocks, you'll inevitably miss out on winners in other areas. Big gains in e.l.f. Beauty (NYSE: ELF) and Guess (NYSE: GES) have little if anything to do with AI, but they're still making shareholders happy. Take a closer look and see why these two consumer stocks are on the rise Thursday.

Shares of e.l.f. Beauty were up 13% on Thursday morning. The maker of cosmetics and skin-care products released fiscal fourth-quarter financial results for the period ended March 31 that looked quite attractive themselves.

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Source Fool.com