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

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

Elf Beauty's net sales grew 14% year-on-year to $343.9 million in the second quarter of fiscal 2026, the company announced on Wednesday. This reporting period marks the first to include results from Rhode, acquired just before the Q1 earnings release 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.

He added, “We remain confident in our strategy to grow market share and capitalize on the significant whitespace ahead of us.”

Regional Performance

Rhode Brand Highlights

CFO Mandy Fields highlighted Rhode, Hailey Bieber’s beauty brand, as a key contributor to growth. She told Vogue Business that the brand's Sephora launch was a significant success.

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

Fields noted that Rhode is on track to reach $300 million in annual sales. The brand is expected to contribute $200 million to Elf Beauty’s net sales from August through March.

“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,” she added.

Summary

Elf Beauty’s strong Q2 performance, propelled by Rhode’s successful Sephora launch and consistent market share gains, underscores the company’s growth momentum and strategic outlook.

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Vogue Vogue — 2025-11-06

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