ELF's Enthusiasm for Hailey Bieber's Rhode
Hailey Bieber's makeup line, Rhode, was a central topic during ELF Beauty's 2026 second-quarter earnings call. The brand was mentioned 52 times, nearly once every minute, reflecting its significance to the company.
Recent Acquisition and Performance
This earnings period marked the first since ELF acquired Rhode in August. The deal could reach up to $1 billion if Rhode meets its performance targets. Rhode generated $110 million in net sales during the quarter, surpassing the $103 million recorded in the first half of the year.
Sephora Launch Impact
Rhode's successful September launch at Sephora's North American stores was the largest release in the retailer's history in the region, greatly contributing to the impressive sales figures.
"I've been in the consumer space 34 years and continue to be blown away by what Hailey and her team are building," said ELF Beauty CEO Tarang Amin during the call.
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Author's summary: ELF Beauty sees Rhode as a key growth driver, highlighting its record-breaking Sephora launch and strong quarterly sales after acquiring Hailey Bieber's cosmetics brand.
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