Elf Beauty Sales Rise 14% in Q2, Propelled by Rhode

Elf Beauty Sales Increase 14% in Q2, Driven by Rhode

CFO Mandy Fields announced that Hailey Bieber’s beauty brand, Rhode, is on track to reach $300 million in annual sales. Elf Beauty reported net sales of $343.9 million for the second quarter of fiscal 2026, reflecting a 14% year-on-year growth.

This quarter was the first to include results from Rhode, acquired just before Elf’s Q1 earnings in August.

“Our Q2 results, which included 140 basis points of market share gains for our namesake Elf brand and a record-breaking launch of Rhode in Sephora North America, are a continuation of the consistent, category-leading growth we’ve delivered over the past 27 quarters,” said Tarang Amin, Elf Beauty chair and CEO. “We remain confident in our strategy to grow market share and capitalize on the significant whitespace ahead of us.”

Revenue Breakdown

Rhode Brand Highlights

CFO Mandy Fields highlighted Rhode’s strong performance ahead of the earnings call, specifically noting its launch at Sephora as a key success.

“The launch was by far the second best launch they’ve had in North America, which is incredible to see,” Fields said. “Rhode continues to have momentum behind it.”

Elf expects Rhode to contribute $200 million to net sales from August through March post-acquisition. Fields added,

“On an annualized basis, $300 million is what we expect Rhode to be for this fiscal year, and that would be 40% year-on-year growth.”

Summary

Elf Beauty’s growth is sustained by a strong performance from their flagship and newly acquired Rhode brand, setting ambitious sales targets fueled by strategic expansions like the Sephora launch.

more

Vogue Vogue — 2025-11-06

More News