ELF’s Enthusiasm for Hailey Bieber’s Rhode Brand
Hailey Bieber’s cosmetics brand, Rhode, took center stage during ELF Beauty’s second-quarter 2026 earnings call. The acquisition, completed in August, has already become a major talking point across the beauty industry.
ELF Beauty appeared particularly excited about the results, with the name Rhode mentioned 52 times throughout the call — almost once every minute, according to an AlphaSense transcript review.
Strong Financial Impact
The deal, potentially valued at up to $1 billion depending on performance milestones, has proven immediately profitable. During the quarter, Rhode generated $110 million in net sales — surpassing the $103 million the brand achieved in the first six months of the year.
This growth partly stems from Rhode’s September launch in Sephora’s North American stores, which became the largest rollout in the retailer’s regional history.
Leadership Praise
“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 during the call.
Summary
ELF’s purchase of Hailey Bieber’s Rhode brand has quickly proven successful, driving record sales and earning admiration from ELF’s leadership for its rapid market growth.
Author’s summary: ELF Beauty’s $1 billion acquisition of Rhode sparked impressive sales and deepened admiration for Hailey Bieber’s brand within the company.