Elf Beauty Sales Increase 14% in Q2, Driven by Rhode
CFO Mandy Fields announced that Hailey Bieber’s beauty brand, Rhode, is projected to reach $300 million in annual sales. Elf Beauty reported a 14% year-on-year rise in net sales to $343.9 million in the second quarter of fiscal 2026.
This quarter marked the first to include Rhode’s results, following the company's acquisition just before 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 Growth by Region and Brand
- US revenues increased by 18% in Q2
- International revenues grew by 2%
CFO Mandy Fields highlighted Rhode’s performance during an interview with Vogue Business. She noted the brand’s Sephora launch as a major 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 anticipates Rhode will contribute $200 million to net sales from August through March, with an annualized target of $300 million for the fiscal year, reflecting a 40% year-over-year growth.
Summary: Elf Beauty’s steady growth and strategic acquisition of Rhode position the company for strong market gains and expanding sales in the competitive beauty industry.