ELF Beauty’s Obsession with Hailey Bieber’s Rhode
During ELF Beauty’s 2026 second-quarter earnings call, Hailey Bieber’s makeup brand, Rhode, dominated the conversation. Rhode was mentioned 52 times—nearly every minute—according to an AlphaSense transcript analysis. This marked the first earnings period since ELF acquired Rhode in August, in a deal potentially worth up to $1 billion if performance targets are met.
Rhode generated $110 million in net sales during the quarter, surpassing its $103 million total for the entire first half of the year. This surge was partly driven by Rhode’s September launch in Sephora’s North American stores, the largest product release in the retailer’s history for the region.
“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 call.
ELF Beauty’s enthusiasm for Rhode is clear, with the brand’s rapid growth and high-profile retail debut making it a central focus for the company.
Author’s summary: ELF Beauty’s acquisition of Hailey Bieber’s Rhode has sparked unprecedented excitement, with record-breaking sales and a historic retail launch fueling the brand’s momentum.