Rhode Expansion Drives E.l.f. Sales Up 51%
Shoppers in 19 European markets can now find Rhode skincare at Sephora, as international sales surged 165%.
Updated on Nov. 4, 2026 in Beauty
E.l.f. Beauty reported a 51% year-over-year increase in net sales for its fiscal second quarter 2027, which ended September 30, reaching $520.8 million. Growth was driven largely by international demand for its Rhode skincare brand, which launched in 19 European markets through Sephora in September.
Why it matters
The results show how a beauty brand's expansion into new international markets can drive a company's overall growth, with international net sales rising 165% in the quarter compared with 25% growth in the U.S. For shoppers, it signals that Rhode's products are becoming more widely available across Europe through Sephora.
These figures come from E.l.f. Beauty's own quarterly financial reporting, covering net sales for the quarter that ended September 30, 2026. Quarterly growth was 35% in May and 36% in August, and the 51% figure for the September quarter reflects the company's accelerating international expansion.
The players
E.l.f. Beauty
A U.S. beauty company that owns the Rhode skincare brand and reports its results to investors.
Sephora
A major global beauty retailer that placed the wholesale order for Rhode's European launch.
Rhode
A skincare and beauty brand, now owned by E.l.f. Beauty, that expanded into 19 European markets in September.
Alexandra Leclerc
The collaborator on a recent Rhode limited-edition color collection that drew a 200,000-person waitlist.
The details
Rhode's European entry was built on a wholesale arrangement: Sephora placed an order ahead of the September launch into 19 European markets, which the source describes as the biggest launch in Sephora's history. Rhode also drew strong demand from a recent collaboration with Alexandra Leclerc, which reportedly attracted a waitlist of 200,000 people and sold most products out in under an hour, with limited-edition colors sold exclusively through Rhode's direct-to-consumer channel.
Timeline
May: E.l.f. Beauty reported 35% quarterly sales growth.
August: E.l.f. Beauty reported 36% quarterly sales growth.
September 30: E.l.f. Beauty's Q2 2027 quarter ended.
September: Rhode launched in 19 European markets through Sephora.
November 4, 2026: E.l.f. Beauty held an investor call reporting Q2 2027 results.
Health Landscape
The quarter's growth reflects a broader shift in which international markets account for a far larger share of sales at E.l.f. Beauty than at legacy beauty peers, where international typically represents roughly 70% of sales. Rhode's European rollout marks a new stage in that expansion, moving the brand from a primarily U.S.-based business into multiple overseas retail partnerships.
If you shop for skincare, Rhode's expanded distribution through Sephora in 19 European markets may make the brand easier to find, and its recent collaborations show how quickly limited releases can sell out. Shoppers interested in these products may want to check retailer availability early and read ingredient labels closely before buying, and it is worth discussing any skin reactions with a dermatologist.
The takeaway
Growth in beauty is increasingly coming from international expansion through major retailers like Sephora. If you are curious about a new skincare launch, check ingredient lists and speak with a dermatologist before making changes to your routine.
Further reading
For more on how new products and retail partnerships shape the market, explore our Beauty coverage.
