Is Hailey Bieber’s Rhode now carrying e.l.f. Beauty? Wednesday’s earnings report could help answer that.
e.l.f. bought Rhode in a deal worth up to $1 billion. That kind of deal is called an acquisition, which means one company buys another. e.l.f. paid $800 million when the deal closed in August 2025. The payment was split into $600 million in cash and $200 million in e.l.f. stock. Mrs. Bieber could receive up to $200 million more depending on how much Rhode grows over the next three years, according to e.l.f.’s deal announcement and its August 2025 filing.
So far, Rhode is delivering. Companies report results every quarter (or every three months). In the quarter that ended June 30, e.l.f.’s sales rose 36% to $479.4 million. Rhode brought in about $160 million of that, or about a third of e.l.f.’s sales. Rhode’s summer launch, which included Pocket Bronze, made $27 million on its website in a single day.
The rest of e.l.f. Beauty looks weaker. The company’s sales outside Rhode fell by a high single-digit percentage last quarter, which the beauty brand said it expected. e.l.f. also sold fewer items. The company’s unit sales, the number of it products sold, cut about 3 percentage points off its growth, based on e.l.f.’s earnings call. Back in May, the company said growth at the e.l.f. brand had slowed to low single digits.
What to watch from Rhode and e.l.f. on Wednesday
e.l.f. reports results for July through September on Wednesday, Nov. 4, after the stock market closes. Wall Street’s consensus estimate calls for sales to grow about 38% from a year ago. (A consensus estimate is the average forecast from analysts who follow the company.)
Some of that growth may come down to timing. The Rhode deal closed Aug. 5, 2025. That means the same quarter last year had only about two months of Rhode sales. A full quarter of Rhode this year could make the jump look bigger.
The big questions are how much of the growth comes from Rhode and whether the e.l.f. brand started selling more items again.
It’s also a good look at why big beauty companies keep buying celebrity brands. Rhode gave e.l.f. a bigger spot in the pricier beauty market and at Sephora. e.l.f. now thinks Rhode could be the fastest beauty brand to reach $1 billion in sales.
Rhode and e.l.f. on price: e.l.f. raised prices, then cut them
In August 2025, e.l.f. added $1 to the price of every e.l.f.-brand product. It blamed tariffs and inflation. e.l.f. Beauty Chairman and CEO Tarang Amin described what happened next on a call in May.
“As everyone’s seen, our dollars increased with that, but our units fell off.”
– e.l.f. Beauty Chairman and CEO Tarang Amin
In May 2026, e.l.f. cut its Halo Glow Skin Tint from $18 to $14. Early tests showed a 36% sales lift across all retailers. Amin said the company was “exploring other pricing opportunities to deliver value to our community.”
The test then spread to most e.l.f. products. About 10% of them are keeping the lower price. The rest were set to go back to their old prices. Halo Glow Skin Tint was $14 on e.l.f.’s website as of Nov. 3.
Sources: e.l.f. Beauty, Cosmetics Business, Glossy, StockStory
Money Lesson
The Hype Is Part of the Price
Rhode’s summer launch made $27 million in one day. Launch-day buzz is exactly why e.l.f. paid up to $1 billion for Hailey Bieber’s beauty brand. That rush to check out is what the brand is selling.
e.l.f.’s own numbers show the other side. When it raised prices by $1, fewer people bought. When it cut Halo Glow Skin Tint from $18 to $14, early tests showed a 36% sales lift. Prices on beauty products can move, and your wallet has a say in where they land.
So when a celebrity drop has your cart full, pause for a day. Check that rent, bills, and debt payments are covered first. If the product is still worth it to you tomorrow, it will likely be worth it after the launch rush, too.
Think of us as your money-savvy best friend, not your financial adviser. This story is for information and fun, not personal advice, so talk to a licensed professional before you make any big money moves.
Pingback: Rhode Payout Nears $1B as Hailey Bieber's Brand Grows