E.l.f. Beauty Posts 51% Sales Jump on Rhode Growth
The company's fiscal second-quarter net sales reached $520.8 million, driven largely by Rhode's international expansion.
Updated on Nov. 4, 2026 in Beauty
E.l.f. Beauty reported net sales of $520.8 million for the quarter ended September 30, a 51% increase year over year. Growth was led by international sales, which rose 165%, following Rhode's September launch in 19 European markets through Sephora.
Why it matters
The results show the brand's expansion beyond the United States is now a major driver of revenue. International sales accounted for approximately 25% of trailing 12-month net sales, a share the company has room to grow as it builds Rhode's presence abroad.
Net sales grew 51% year over year to $520.8 million, with U.S. sales rising 25% and international sales rising 165%. Quarterly growth also ran at 35% in May and 36% in August, though the company has not said whether that momentum will carry into future quarters.
The players
E.l.f. Beauty
E.l.f. Beauty is a U.S.-based cosmetics company known for affordable makeup and skincare products sold through mass retailers and its own channels.
Rhode
Rhode is a skincare and beauty brand founded by Hailey Bieber that E.l.f. Beauty has been scaling internationally.
Sephora
Sephora is a global beauty retailer owned by LVMH that carries prestige and indie cosmetics brands in stores and online.
The details
Sephora placed a wholesale order ahead of Rhode's September launch into 19 European markets, which the retailer described as the biggest launch in its history. The company's recent Alexandra Leclerc collaboration, which sold through limited-edition colors via Rhode's direct-to-consumer channel, drew a 200,000-person waitlist and sold out in under an hour for most products.
Timeline
May: E.l.f. Beauty reported 35% quarterly sales growth.
August: E.l.f. Beauty reported 36% quarterly sales growth.
September 30: The Q2 2027 quarter ended.
September: Rhode launched in 19 European markets through Sephora.
Culture Shift
The European launch extends Rhode's earlier move from direct-to-consumer sales into Sephora's retail network, following the path of prestige beauty brands that build recognition through specialty retail. The international growth also signals that E.l.f. Beauty is testing whether a brand built on U.S. celebrity-led demand can replicate that appeal abroad.
Shoppers outside the United States may now find Rhode at Sephora locations in the 19 launch markets, rather than only through online channels. Customers who missed the limited-edition Alexandra Leclerc colors have few options to buy them, since most sold out in under an hour.
The takeaway
Brands that scale internationally through a single flagship retailer can build demand quickly, but sustaining growth depends on converting launch excitement into repeat purchases. Watching whether Rhode's European sales hold after the launch window will show whether this model works beyond the initial rollout.
Further reading
For more on how brands are reaching new markets, explore our Beauty coverage.
