Rhode Drives $27M Single-Day DTC Sales, Prepares 19-Country Sephora Launch

Hailey Bieber’s Rhode continues to lead sales performance across the global beauty industry.

Parent company E.l.f. Beauty reported a 36% rise in net sales for its first quarter of fiscal 2027, ending June 30, 2026. While the results marked the conglomerate’s 30th consecutive quarter of net sales growth, Rhode dominated executive presentations during the quarterly earnings call.

“Rhode is just a phenomenal brand; I’ve been in the consumer space [for] 35 years, and it’s probably one of the most special brands I’ve ever seen,” E.l.f. Beauty CEO Tarang Amin said during the call. “What Rhode’s brought to E.l.f., obviously, is tremendous growth.”

E.l.f. Beauty posted $479.4 million in net sales across its portfolio, which includes E.l.f. Cosmetics, Hair and Skin, Naturium, Well People, and Rhode. The company acquired Rhode last year in a cash-and-stock deal valued at $1 billion. Beyond acquiring breakout growth drivers, E.l.f. has actively built momentum through high-profile product collaborations, such as E.l.f. Cosmetics' partnership with Bubble on multi-functional skincare-makeup formats.

“We believe Rhode could be the fastest beauty brand to achieve $1 billion in [annual] net sales,” Amin said. “The combination of Rhode’s curated product assortment and powerful consumer engagement model has translated into record-setting consumer demand.”

Rhode entered Sephora in late 2025 with immediate commercial success. “In the last year alone, we executed record-breaking launches [for Rhode] with Sephora in North America and the U.K., and with Mecca in Australia and New Zealand, achieving the No. 1 beauty brand ranking in both retailers,” Amin said. “As great as these results are, Rhode is in less than 20% of Sephora’s stores globally. That’s why we’re excited to launch Rhode this September with Sephora in Europe across 19 countries.”

This rapid expansion highlights how major omnichannel retailers continue to scale high-velocity digital brands, reflecting broader market trends seen in launches like POV Beauty's debut at Sephora.

Amin also highlighted Rhode’s direct-to-consumer strength, demonstrated by the launch of its summer collection: Highlight Milk Multipurpose Luminizer in four shades for $28 each, Pocket Bronzer in eight shades for $25 each, and Peptide Lip Shape in three new shades for $24 each.

Bieber teased the lineup on the brand’s social media before releasing the products exclusively on Rhode’s e-commerce platform on June 9.

“Rhode’s latest summer product launch drove $27 million of DTC sales in a single day — yes, $27 million of sales on Rhodeskin.com in a single day,” Amin said. “We acquired 90,000 new consumers that day, while also seeing strong repeat purchases, with over 70% of sales coming from existing consumers.”

In total, Rhode contributed $160 million to E.l.f. Beauty’s quarterly revenue.

“What gives us further confidence in the durability of Rhode’s growth is that each new class of innovation continues to build, underscoring the power of the brand and the strength of repeat purchases,” Amin said.