Hailey Bieber’s Rhode powers e.l.f. Beauty’s sales growth

By the Editorial Team · Friday, August 7, 2026

E.l.f. Beauty reported a 36% increase in quarterly sales to $479.4 million, driven largely by strong performance from its Rhode brand, which generated around $160 million in revenue. This growth helped offset a decline in e.l.f.’s core brand sales and led the company to raise its full-year earnings and revenue forecasts.

E.l.f. Beauty reported strong sales growth in its latest quarter, driven primarily by the success of Rhode, the skincare and cosmetics brand founded by model Hailey Bieber. The company’s chief financial officer, Mandy Fields, said Rhode exceeded expectations and helped counterbalance a decline in sales of e.l.f.’s core beauty line.

The Rhode brand has gained significant traction among Gen Z and younger millennial consumers but has also attracted interest from older demographics, including women in their 40s, Fields noted. She attributed this cross-generational appeal to Bieber’s celebrity influence, with many consumers looking to her as a beauty trendsetter.

Rhode’s product strategy focuses on offering a curated selection of high-quality skincare and makeup items, aiming to excel in key categories such as blush, lips, highlighter, and bronzing. This approach has supported broad-based sales growth across its portfolio.

In the quarter, e.l.f. Beauty’s total sales rose 36% to $479.4 million, surpassing Wall Street expectations. Rhode, which e.l.f. acquired for $1 billion approximately a year ago, contributed around $160 million in revenue during the period. By contrast, sales of the e.l.f. brand itself declined, reflecting the absence of last year’s viral lip balm launch and operational disruptions related to an enterprise resource planning system update. However, Fields said trends for the e.l.f. brand had begun to improve late in the quarter.

Looking ahead, the company anticipates growth across all its brands during the remainder of the fiscal year. For the year ending in March, e.l.f. now projects adjusted earnings per share of $3.50 to $3.55, up from an earlier forecast of $3.27 to $3.32. Revenue guidance was also raised to a range of $1.94 billion to $1.97 billion, exceeding previous estimates of $1.84 billion to $1.87 billion and outperforming analyst expectations.

The company’s improved outlook follows a doubling of profit in the latest quarter to $66.6 million, or $1.12 per share, compared with $33.3 million, or 58 cents per share, a year earlier. Earnings per share benefited from approximately 68 cents related to tariff refunds received during the period.

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