THE WHAT? e.l.f. Beauty reported a 51 percent increase in second-quarter net sales to US$520.8 million, driven by Rhode’s international expansion and growth across its cosmetics and skincare portfolio, prompting the company to raise its full-year revenue forecast above US$2 billion.
THE DETAILS The US cosmetics group exceeded US$1 billion in sales during the first half of its financial year, with Rhode, e.l.f. Cosmetics and Naturium all contributing to growth. The company raised its full-year sales outlook to more than US$2 billion, representing projected growth of 22–24 percent. Rhode continued expanding internationally through Sephora, with the brand now stocked in approximately 40 percent of the retailer’s global stores. Meanwhile, e.l.f. Cosmetics reported improving unit sales and continued expanding across Amazon and TikTok Shop, alongside new fragrance and hair care categories. The company also reduced prices on approximately 10 percent of its e.l.f. products following earlier tariff-related increases.
THE WHY? The results highlight the importance of international retail expansion, brand diversification and accessible pricing in driving growth across the global cosmetics industry. e.l.f. Beauty’s performance demonstrates how a portfolio spanning mass-market cosmetics and premium skincare can support revenue growth across different consumer segments, while strategic retail partnerships and digital distribution strengthen international market penetration.
Source: The Business of Fashion
