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

Elf Beauty Reports 14% Sales Growth in Q2

Elf Beauty announced a 14% year-over-year increase in net sales, reaching $343.9 million for the second quarter of fiscal 2026. This quarter marked the first to include financial results from Rhode, acquired just before Q1 earnings in August.

Strong Market Performance and Growth

Tarang Amin, Elf Beauty’s chair and CEO, highlighted the quarter’s success, noting:

“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 added confidence in the company's strategy to expand market share and seize opportunities ahead.

Revenue Details by Region and Brand

CFO Mandy Fields emphasized Rhode as a standout brand, noting its successful Sephora launch as a key highlight. Speaking to Vogue Business before the earnings call, she said:

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

Sales Projections for Rhode

Fields projected that Rhode is expected to contribute around $200 million to Elf Beauty’s net sales from August through the end of March. On an annualized basis, Rhode is forecasted to reach $300 million in sales for the fiscal year, representing 40% growth year-over-year.

“Our beauty brand with Hailey Bieber is on track to reach $300 million in annual sales,” Mandy Fields said.

Elf Beauty’s continued expansion and strong brand launches position it well for sustained growth in the beauty market.

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Vogue Vogue — 2025-11-06

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