ELF Beauty's Focus on Hailey Bieber's Brand Rhode
Hailey Bieber's makeup brand, Rhode, became a central topic during ELF Beauty's second-quarter earnings call for 2026. The brand was mentioned 52 times throughout the call, reflecting ELF’s strong enthusiasm.
ELF's Acquisition and Financial Impact
The earnings period marked ELF's first reporting since acquiring Rhode. The deal, completed in August, could reach up to $1 billion if Rhode meets its performance targets. Rhode generated $110 million in net sales during the quarter, surpassing its $103 million sales from the first half of the year.
Key Drivers of Rhode’s Success
The significant growth is partly attributed to Rhode’s September launch at Sephora’s North American stores, the biggest release ever for the retailer in that region.
“I've been in the consumer space 34 years and continue to be blown away by what Hailey and her team are building,” said ELF Beauty CEO Tarang Amin during the call.
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Author's Summary
ELF Beauty’s $1 billion investment in Hailey Bieber’s Rhode is paying off, with record sales boosted by a historic Sephora launch and strong company confidence.