ELF’s Enthusiasm for Hailey Bieber’s Rhode
During the second-quarter 2026 earnings call, ELF Beauty showed remarkable excitement about its newly acquired brand, Rhode — Hailey Bieber’s line of lip tints and skin-glazing creams.
According to an analysis by AlphaSense, Rhode was mentioned 52 times during the call — nearly once per minute — reflecting ELF’s high expectations following the acquisition.
The August deal, valued at up to $1 billion if performance goals are achieved, marked ELF’s first reporting period since taking ownership of Rhode.
Rhode’s success is already evident, generating $110 million in net sales for the quarter, surpassing the $103 million recorded across the first half of the year. The surge is attributed in part to its September launch in Sephora’s North American stores, which set a record as the largest regional rollout in the retailer’s history.
“I’ve been in the consumer space 34 years and continue to be blown away by what Hailey and her team are building,” ELF Beauty CEO Tarang Amin said during the call.
About the Acquisition
ELF Beauty’s integration of Rhode underscores its strategy to expand in the premium skincare and cosmetics segment. The acquisition also reflects the growing influence of celebrity-led beauty ventures in shaping consumer trends.
Key Figures
- Mentions of Rhode during earnings call: 52
- Quarterly net sales: $110 million
- First-half-year sales: $103 million
- Estimated acquisition value: Up to $1 billion
- Launch milestone: Largest release in Sephora North America’s history
Author’s summary: ELF Beauty’s $1B acquisition of Hailey Bieber’s Rhode proved a major success, with record-breaking sales and overwhelming enthusiasm from company leadership.