Rhode Hits $27 Million in One DTC Day, Heads to Sephora Across 19 Countries

Quick Facts

Rhode’s June 9 summer launch drove $27 million in DTC sales in a single day on rhodeskin.com, acquiring 90,000 new customers.
E.l.f. Beauty reported 36% net sales growth in Q1 fiscal 2027, with Rhode accounting for roughly $160 million of the $479.4 million quarterly total.
Rhode will launch in Sephora stores across 19 European countries in September 2026 under an exclusive ‘Only at Sephora’ designation.

Hailey Bieber’s Rhode brand generated $27 million in DTC sales on a single day in June, a figure that most beauty brands never reach in a full year. The number came from e.l.f. Beauty’s Q1 fiscal 2027 earnings call on August 5, where Chairman and CEO Tarang Amin disclosed the result from Rhode’s summer collection launch on June 9.

‘Rhode’s latest summer product launch drove $27 million of DTC sales in a single day on rhodeskin.com,’ Amin said. ‘We acquired 90,000 new consumers that day, while also seeing strong repeat.’ More than 70% of sales on launch day came from existing customers.

Rhode CEO Nick Vlahos put the figure in context: 90% of beauty industry brands do less than $25 million in revenue over an entire 12-month period.

The Products That Drove It

The summer launch consisted of three product lines: the Highlight Milk Multipurpose Luminizer in four shades at $28 each, the Pocket Bronzer in eight shades at $25 each, and Peptide Lip Shape in three new shades at $24 each. Bieber teased the collection on social media before the exclusive DTC drop.

European Expansion This Fall

Starting September 2026, Rhode will be available online and in Sephora stores across 19 European countries, including France, Germany, Italy, Spain, Sweden, and Switzerland. The brand will carry an exclusive ‘Only at Sephora’ designation across the region.

Priya Venkatesh, Sephora’s Global Head of Merchandising, confirmed the exclusive arrangement. Catherine Spindler, President of Sephora Europe and Middle East, cited Rhode’s social-first model as the reason for the partnership. ‘Rhode’s social-first model, which has fueled viral demand and built a highly engaged global audience, resonates with Sephora’s commitment to bringing innovative and culturally relevant brands to our beauty community in the region,’ Spindler said.

Amin noted that Rhode is currently in less than 20% of Sephora’s global store count, signaling the runway for continued distribution growth. In June, Rhode also entered Mexico and launched DTC in seven European countries. The brand now sells direct to consumers in 25 countries.

Financial Picture

E.l.f. Beauty posted Q1 fiscal 2027 revenue of $479.4 million, up 35.5% year over year and above the $434 million analyst estimate. Rhode contributed approximately $160 million of that total. Adjusted earnings came in at $1.75 per share against a $0.71 consensus estimate.

The quarter marked e.l.f. Beauty’s 30th consecutive quarter of net sales growth. The company raised its fiscal 2027 full-year outlook to 18 to 20% net sales growth, up from a prior range of 12 to 14%.

For the full fiscal year ending March 31, 2026, Rhode delivered more than $500 million in global retail sales and approximately $390 million in net sales, with year-over-year net sales growth exceeding 80%. E.l.f. Beauty recorded a $57.6 million fair value adjustment for that period tied to Rhode exceeding earnout thresholds set in the original acquisition agreement.

A Record-Setting Retail Track Record

Rhode, founded in 2022 and acquired by e.l.f. Beauty in a $1 billion deal, set the record for the biggest brand launch in Sephora North America history when it entered all doors on September 4, 2025. The brand exceeded $10 million in retail sales in its first two days and outpaced the previous record-holder by 2.5 times. By comparison, that debut surpassed the launch numbers posted by Fenty Beauty and Rare Beauty.

Rhode reached 35% of Sephora’s total sales on its North America launch day, with roughly three items selling per second. About 60% of Rhode’s Sephora buyers were already loyal customers of the brand before it hit retail shelves.