Last autumn’s UK launch of its newly acquired Rhode brand was pivotal to strong Q3 sales for Elf Beauty, the US cosmetics giant has reported.
Net sales at Elf Beauty rose 38% to $489.5m (£360.5m) in the three months to 31 December 2025, driven by both retail and e-commerce channels, in the US and internationally.
That followed the acquisition last May of influencer Hailey Bieber’s Rhode DTC skincare brand. The deal, worth $1bn (£730m), was part of Elf Beauty’s strategy to diversify its portfolio – which includes the Elf makeup brand, Keys Soulcare founded by singer-songwriter Alica Keys, vegan cosmetics brand Well People, and Naturium, maker of biocompatible skincare products.
Rhode made its UK debut in November via Sephora – instantly securing “record-breaking” sales, according to Elf Beauty.
The company has also updated its outlook for fiscal 2026, reflecting an expected 22%-23% year-on-year increase in net sales, as compared to the previously expected 18%-20% growth.
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“Our Q3 results – which included 130 basis points of market share gains for our namesake Elf cosmetics brand and a record-breaking launch of Rhode in Sephora in the UK – are a continuation of the consistent, category-leading growth we’ve delivered over the past 28 quarters,” said Tarang Amin, Elf Beauty chairman & CEO.
“Our value proposition, powerhouse innovation and disruptive marketing engine continue to fuel our brands. We remain confident in our ability to grow market share and deliver best-in-class growth in beauty, as reflected by our raised fiscal 2026 outlook.”
In UK retail last year, Elf’s core brand grew value sales 18.8% [NIQ 52 w/e 6 September 2025]. Its units grew 21.8%, or three million packs, as it bucked the downward trend of the overall cosmetics category’s volume sales.
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