Elf Beauty Sales Rise 14% in Q2, Propelled by Rhode
Elf Beauty reported a 14% increase in net sales year-over-year, reaching $343.9 million in the second quarter of fiscal 2026. The period marked the first inclusion of results from Rhode, a brand the company acquired prior to its Q1 earnings in August.
Performance Insights
According to CFO Mandy Fields, Hailey Bieber’s Rhode brand is projected to achieve $300 million in annual sales. She noted that Rhode’s debut in Sephora North America ranked as one of the retailer’s most successful launches.
“The launch was the second best they’ve had in North America, which is incredible to see,” said Fields. “Rhode continues to have momentum behind it.”
Growth Drivers and Strategy
Chair and CEO Tarang Amin emphasized the company’s strong market position and consistency in growth across 27 consecutive quarters.
“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.”
Segment Performance
- US revenue increased by 18%.
- International revenue rose by 2%.
- Rhode stood out as the quarter’s key growth contributor.
Outlook
Elf Beauty expects Rhode to contribute about $200 million to net sales for the remainder of the year, with full-year projections of $300 million—representing an anticipated 40% annual growth rate.
Author’s summary: Elf Beauty’s acquisition of Rhode and strong Sephora debut drove a 14% sales jump in Q2, solidifying its leadership in the beauty market.