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Rhode’s Road Map to $1 Billion in Sales

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Rhode’s Road Map to $1 Billion in Sales

After its $1 billion acquisition by E.l.f. Beauty, Rhode has the goal of being the fastest beauty brand to reach $1 billion in global net sales, fueled by record-breaking launches, strategic Sephora expansion and category innovation.

After being acquired by E.l.f. Beauty in a deal valued at $1 billion in May 2025, Rhode has its sights firmly set on achieving sales at that same number.

“We’re a pretty young business, and we’re pacing nicely to get to be the fastest beauty brand to a billion dollars in global net sales,” said Nick Vlahos, the CEO of Rhode, which was founded by Hailey Bieber, in an interview.

Last week, E.l.f. said its net sales surged 51 percent to $520.8 million in the second quarter of fiscal year 2027 ended Sept. 30, compared with the same period a year earlier. While it didn’t break out Rhode’s sales for the quarter, chairman and CEO Tarang Amin said the brand’s record-breaking expansion into Sephora North America and Europe was a big contributor to growth.

The last time Rhode’s sales were made public was during E.l.f.’s first-quarter earnings call when CFO Mandy Fields said it contributed approximately $160 million in sales. For reference, Rhode achieved $212 million in net sales in the full year preceding the acquisition.

Vlahos, meanwhile, disclosed that total net sales have exceeded $500 million over the last 12 months as of June 2026.

According to Amin, Rhode’s launch into Sephora Europe, into 19 countries — the biggest launch Sephora has ever seen — is the first time Sephora Europe actually beat Sephora North America.


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