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

Elf Beauty Reports 14% Sales Growth in Q2

Elf Beauty’s net sales increased by 14% year-over-year, reaching $343.9 million in the second quarter of fiscal 2026, the company announced on Wednesday. This quarter included results from Rhode, acquired just before Q1 earnings in August.

Strong Performance from Rhode Brand

CFO Mandy Fields highlighted Hailey Bieber’s beauty brand, Rhode, which is projected to reach $300 million in annual sales. Rhode’s launch at Sephora North America was a major success, ranked as the second-best launch they’ve had in the region.

“The launch was [by far] 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.”

Market Share Gains and Revenue Growth

Tarang Amin, Chair and CEO of Elf Beauty, stated the Q2 results reflect persistent category-leading growth over 27 consecutive quarters. Elf’s brand gained 140 basis points in market share, driven by Rhode’s record-breaking debut.

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

Regional Revenue Breakdown

Financial Outlook for Rhode

After its acquisition, Rhode is expected to add $200 million to Elf’s net sales from August through March. On an annualized basis, Fields anticipates $300 million in sales for the fiscal year, representing 40% growth year-over-year.

“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,” Fields added.

Author’s summary: Elf Beauty’s strong Q2 sales growth was driven by the successful integration and launch of Rhode, boosting revenues and expanding market share with promising future growth.

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Vogue Vogue — 2025-11-06

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