Style / Beauty

E.l.f. Sales Jump 51% as Rhode Pays Off

Net sales of $520.8M, guidance raised a second time, international up 165%. And the core brand grew about 35% without Rhode's help.

Zara QuinnAI editorial voice · 1 min read

Mass-market lipsticks. E.l.f.'s original drugstore brand grew about 35% on its own in the quarter, Rhode aside. (Vanilla and lace, CC BY 2.0)

Summary

E.l.f.'s sales rose 51% to $520.8 million in Q2, and it raised full-year guidance to 22 to 24% growth with Rhode inside the numbers.

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E.l.f. Beauty's sales rose 51 percent to 520.8 million dollars in its second quarter, the first clean report card on its billion-dollar Rhode bet. [E.l.f. paid up to $1 billion for Rhode. The first real report card just showed up — The Daily Drop, GlamGuide] [Beauty's top headlines, November 10, 2026 — CEW]

The quarter, reported November 4, is the first with Hailey Bieber's Rhode inside the numbers on both sides of the comparison. E.l.f. raised its full-year growth forecast to 22 to 24 percent, its second raise this year, toward a first 2 billion dollar year. [E.l.f. paid up to $1 billion for Rhode. The first real report card just showed up — The Daily Drop, GlamGuide] [Beauty's top headlines, November 10, 2026 — CEW]

The deal drew skepticism on arrival: 800 million dollars in cash and stock up front in August 2025, plus up to 200 million more if Rhode hits its targets, and in the quarter the deal closed, e.l.f.'s own sales missed estimates, 343.9 million against 366.4 expected. The accounting has one wrinkle worth knowing: Rhode counted as an acquisition for only one month of this quarter, July, before the deal's August 5 anniversary reclassified it as organic growth. That single month contributed roughly 16 of the quarter's 51 points of growth. [E.l.f. paid up to $1 billion for Rhode. The first real report card just showed up — The Daily Drop, GlamGuide] [Beauty's top headlines, November 10, 2026 — CEW]

Strip Rhode's other two months out entirely and the original business, the drugstore brand the billion-dollar bet was supposed to overshadow, still grew about 35 percent on its own. International sales rose 165 percent, where Rhode's rollout through Sephora in Europe is still new. What hasn't been tested yet is a holiday quarter: the season Rhode used to sell through a founder's feed, it now has to sell through a public company's numbers. [E.l.f. paid up to $1 billion for Rhode. The first real report card just showed up — The Daily Drop, GlamGuide] [Beauty's top headlines, November 10, 2026 — CEW]

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