Rhode Passes $500 Million and Targets $1 Billion in Sales

Rhode has exceeded $500 million in total net sales over the last 12 months as of June 2026, CEO Nick Vlahos disclosed. The figure puts the Hailey Bieber-founded brand, acquired by E.l.f. Beauty in a deal valued at $1 billion in May 2025, within reach of its next target.

"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," Vlahos said in an interview.

What do the parent company's numbers show?

E.l.f. last week reported net sales of $520.8 million for its second quarter of fiscal year 2027, ended Sept. 30, up 51 percent year over year. The company did not break out Rhode's quarterly sales, but chairman and CEO Tarang Amin credited the brand's record-breaking expansion into Sephora North America and Europe as a big contributor to growth.

The last public Rhode figure came from E.l.f.'s first-quarter earnings call, when CFO Mandy Fields said the brand contributed approximately $160 million in sales. For context, Rhode achieved $212 million in net sales in the full year before the acquisition.

How did the Sephora Europe launch perform?

Rhode entered Sephora Europe in 19 countries, which Amin called the biggest launch Sephora has ever seen. He said it was the first time Sephora Europe beat Sephora North America.

Vlahos said momentum has continued across all 19 markets since launch. "What gives us confidence is we're seeing within the data strong repeat across the portfolio, and it's repeat not just in one segment," he said, citing the lip, skin and hybrid color businesses.

The repeat data extends to North America, where Rhode has sold through Sephora for over a year. "The data set that we see is within 12 out of the 13 Sephora segments that we compete in we're number one or two," Vlahos said.

Does direct-to-consumer still matter?

Vlahos stressed that DTC remains a key channel, pointing to a sun-kissed collection exclusive to it. "That was a record-breaking launch: $27 million in one day, 70 percent of those consumers that bought that day were repeat customers," he said. "But what was really interesting is 90,000 consumers that day were new to Rhode. Even while being in retail, people are still just discovering the business."

How much room is left to expand?

Beyond North America, the 19 European countries and the U.K., Rhode also sells in Australia and New Zealand through Mecca. The gap remains large: about 74 percent of Rhode's social following sits outside the U.S., and the brand is present in only about 40 percent of Sephora global doors, according to Vlahos.

"We have a very measured approach around expansion over the next few years," he said. "We're not interested in just putting products everywhere within the market. We want to be strategic to be where our consumers are, where our community sits."

The E.l.f. acquisition changed the operational picture. As an independent company, Rhode ran two facilities serving both retail and DTC. It now has roughly nine facilities within the E.l.f. network.

What comes next on product?

Vlahos described Bieber as "a designer, an architect, and a taste maker" who anticipates shifts in consumer sentiment. Wearables have become central to that strategy, starting with the phone case. A collaboration with Alexandra Leclerc — a precursor to the European launch — featured mini pocket blushes, a keychain accessory and limited-edition lip tints. The collection drew a waitlist of over 200,000 and sold out of most items within the first hour. Vlahos called it Rhode's largest limited-edition launch in company history.

"You're going to see additional innovation coming from us across different segments, so that's going to be the number-one priority and that's important to Hailey," he said.

Looking ahead, Vlahos expects acceleration over the next one to two years, resting on what he called best-in-class products across lip, skin and hybrid color. The open question is whether repeat purchase rates in 19 new markets hold long enough to carry Rhode to $1 billion — a milestone no beauty brand has confirmed reaching this fast.