ELF's Enthusiasm for Hailey Bieber's Brand Rhode
Hailey Bieber's makeup brand, Rhode, took center stage during ELF Beauty's second-quarter earnings call in 2026. The brand was mentioned 52 times throughout the call, almost once per minute, highlighting ELF's strong focus on Rhode following its recent acquisition.
Details of the Acquisition
ELF purchased Rhode in August in a deal potentially valued at up to $1 billion, contingent on the brand meeting certain performance targets. This marked the first earnings period since the acquisition.
Rhode's Financial Performance
- Rhode generated $110 million in net sales during the quarter.
- This exceeded the $103 million earned in the entire first half of the year.
- The success is largely attributed to Rhode’s September launch in Sephora’s North American stores, which was Sephora’s biggest regional release ever.
CEO's Commentary
"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 on the earnings call.
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Author's summary: ELF Beauty shows strong confidence in Hailey Bieber's Rhode brand, highlighted by impressive sales growth and a major Sephora launch following a significant acquisition.