US Market News
2 weeks ago
Look Who’s e.l.f.ing Hair: e.l.f. Enters the Haircare Chat in New Category ExtensionJune 15, 2026 4:00 PM
Business Wire e.l.f. Hair launches with a curated six-product assortment bringing prestige-quality haircare to every eye, lip and face – and now strand, at prices they can root for e.l.f. Brands, a part of e.l.f. Beauty (NYSE: ELF), inclusive of e.l.f. Cosmetics and e.l.f. SKIN, announced today the launch of e.l.f. Hair. Debuting with a curated assortment of six prestige-quality products, e.l.f. Hair marks e.l.f.’s newest category extension and an answer to what the community is asking for: e.l.f.fordable luxury. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260615770928/en/Debuting with a curated assortment of six prestige-quality products, e.l.f. Hair marks e.l.f.’s newest category extension and an answer to what the community is asking for: e.l.f.fordable luxury. e.l.f.’s mission is to make the best of beauty accessible to every eye, lip and face. Now, that extends to hair. What the h.e.l.f.? Starting Tuesday, June 16 on TikTok Shop and with retail partner Target on Wednesday, June 24, e.l.f. Hair will be available to shop. Among e.l.f.’s community, 77% have expressed purchase intention of haircare, and e.l.f. takes its Zero Distance commitment from insight to action seriously. Earlier this year, e.l.f. took a test-and-learn approach with two limited-edition hair styling products – Power Grip Styling Wand and Power Grip Hair Gel + Brush bundle. e.l.f. listened to the enthusiastic signals: 96% positive sentiment across all social platforms* 65% of purchasers across connected commerce were new to e.l.f.** The broader market data is also compelling. According to Mintel: 84% of consumers say self-expression drives them to view hair as a form of personal identity*** 73% of women ages 18–34 say they genuinely enjoy the process of caring for their hair – a sentiment echoed by 75% of men in the same age group**** “Our community has been asking us to bring e.l.f.fordable luxury into hair - and we listened,” said Kory Marchisotto, President, e.l.f. Brands. “e.l.f. Hair is a natural next step, rooted in our belief that the best of beauty should be accessible to every eye, lip, face, and now hair. Our community does more than influence what we do, they help shape it. We take their insights and turn them into something meaningful, with a little wit and a lot of intention. This is just the beginning of e.l.f. Hair and we will continue to listen to the signals the community sends us on what they want next.” e.l.f. Hair’s powerhouse innovation includes six prestige-quality products. Committed to incredible value, e.l.f. is empowering its community to create a luxurious experience anytime, anywhere through its launch lineup: Never Thirsty Moisturizing Shampoo ($9): Have some good clean fun with this gentle moisturizing shampoo that cleanses and lathers luxuriously to remove oil and product buildup for soft, smooth hair with a bright and uplifting fruit scent. Never Thirsty Moisturizing Conditioner ($9): This moisturizing conditioner with a bright and uplifting fruit scent hydrates hair without weighing it down. It detangles for silky-soft, shiny locks. Gloss Mode Treatment Oil ($10): Have the shine of your life with this glossy styling oil that strengths hair and helps protect it from heart of soft, silky-feeling strands with a layered vanilla and peony scent. Humidity Hero Anti-Frizz Styling Spray ($9): Lock down a silky-smooth look with the heat activated treatment for fizz control that repels humidity so you can get slick done. 3-in-Wonder Magic Styling Cream ($9): This lightweight, moisturizing cream provides a flexible hold for smooth styles, primes for silky blowouts and gives curls soft definition with an effervescent citrus scent. 3-in-Wonder Magic Styling Cream Wand ($6): Use the wand to smooth frizz, slick flyaways and edges and style with a soft, flexible hold. e.l.f. Hair is making its entrance to the world with “What the h.e.l.f.?”, a bold, unexpected and entertaining campaign that brings together the best of beauty, storytelling and self-expression. The campaign, created with Tombras and directed by Ulf Johansson, stars Peyton List and Yonna Jay, taking a journey that is equal parts epic and absurd. With an unexpected co-star Bigfoot, as played by Robert Strange, the spot is emotionally resonant, visually sweeping and, in true e.l.f. fashion, genuinely funny. It is built around a simple universal truth: when your hair looks so good, it goes to your head. Watch the e.l.f.ing entertaining “What the h.e.l.f.?” campaign here. The campaign is further amplified through e.l.f.’s immersive experience on Roblox. Starting Tuesday, June 16, e.l.f. is bringing haircare to its virtual worlds. In e.l.f.UP!, players can grow their virtual beauty businesses with new hair products, and the Glow UP! experience introduces a dedicated hair styling section. To celebrate the expansion, e.l.f. is dropping an exclusive collection of digital hair accessories for players to customize their avatars. e.l.f. Hair is available to shop across the following retail touchpoints: TikTok Shop: Tuesday, June 16, 2026 elfhaircare.com & target.com: Wednesday, June 24, 2026 All U.S. Target stores (exclusive retail partner): Sunday, July 5, 2026 Follow @elfhaircare on Instagram and TikTok for the latest drops, tutorials and more. *Nectar Social, March 1-11, 2026
** Power BI, March 4-5, 2026
***Mintel US Hair Color & Treatments Market Dynamics, June 2025
****Shampoo and Conditioner – US – 2026 - Demographics - Mintel About e.l.f. Brands e.l.f. Brands includes e.l.f. Cosmetics, e.l.f. SKIN and e.l.f. Hair, all part of e.l.f. Beauty (NYSE: ELF). e.l.f. is on a mission to make the best of beauty accessible to every eye, lip and face through positivity, inclusivity and accessibility. e.l.f.'s superpowers are creating premium-quality, vegan and e.l.f. clean products that are universally appealing at affordable prices. All products are double-certified by Leaping Bunny and PETA as cruelty-free. e.l.f. is proud to have products made in Fair Trade Certified™ facilities. Learn more at www.elfcosmetics.com, www.elfskin.com and www.elfhaircare.com. Forward-looking Statements This press release contains forward-looking statements within the meaning of the federal securities laws, including those statements relating to e.l.f. Beauty’s expectations regarding e.l.f. Hair, including future opportunities, product assortment, consumer demand, and strategic value to e.l.f. Beauty. Although e.l.f. Beauty believes that the expectations reflected in the forward-looking statements are reasonable, actual results and the timing of selected events may differ materially from those expectations. Factors that could cause actual results to differ materially from those in the forward looking statements include, among other things, the risks and uncertainties that are described in e.l.f. Beauty's most recent Annual Report on Form 10-K, as updated from time to time in e.l.f. Beauty's SEC filings. Potential investors are urged to consider these factors carefully in evaluating the forward-looking statements. These forward-looking statements speak only as of the date hereof. Except as required by law, e.l.f. Beauty assumes no obligation to update or revise these forward-looking statements for any reason, even if new information becomes available in the future. View source version on businesswire.com: https://www.businesswire.com/news/home/20260615770928/en/ Media Contact
Hannah Rubin
Hrubin@elfbeauty.com Original: Look Who’s e.l.f.ing Hair: e.l.f. Enters the Haircare Chat in New Category Extension
US Market News
4 weeks ago
rhode Expands Global Presence to Mexico, its First Entry into Latin America, and Adds Seven European CountriesJune 5, 2026 12:27 PM
Business Wire Global Launch of rhode’s Summer ’26 Collection of bronzed, glow-inspired essentials starting Tuesday, June 9 at 9 a.m. PST on rhodeskin.com rhode, the beauty brand founded by Hailey Rhode Bieber and part of e.l.f. Beauty (NYSE: ELF), today announced a major global expansion. Starting Tuesday, June 9, 2026, rhode will be available direct to consumers in Mexico for the first time, marking the brand’s official entry into Latin America, alongside seven additional European markets: Belgium, Bulgaria, Croatia, Czech Republic, Portugal, Romania, and Switzerland. The expansion significantly increases international access to rhode’s growing collection of beauty essentials. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260604204140/en/rhode expands global presence to Mexico, its first entry into Latin America, and adds seven European countries. Expansion is timed to global launch of rhode’s Summer ’26 Collection of bronzed, glow-inspired essentials starting Tuesday, June 9 at 9 a.m. PST on rhodeskin.com. “This is such a special milestone for us because it’s about bringing the rhode community together on a more global scale, not only further into Europe but also with our first introduction to the Latin American market,” said Hailey Rhode Bieber, Founder, Chief Creative Officer and Head of Innovation at rhode. “Launching in Latin America is something we’ve dreamed about for a long time and while this is just the first step, we can’t wait for the community in Mexico to experience the products and the world of rhode first-hand.” In June 2022, rhode launched as a direct-to-consumer brand with a curated skincare lineup and has since expanded its range to include hybrid makeup, along with retail growth, including Sephora, MECCA and pop-ups around the world. Each launch has garnered tremendous demand, inspiring shifts across the beauty industry and culture at large. On an annualized basis in e.l.f.’s Fiscal 2026, rhode delivered ~$390 million in net sales—growing 80% year over year. rhode also remains the No. 1 overall skincare brand in the U.S. by EMV and continues to deliver significant year-over-year growth, according to CreatorIQ.* Built around barrier-nourishing formulas, skincare-infused makeup, and effortless routines, rhode has created a global community obsessed with glazed, hydrated skin and go-to products you never want to leave the house or travel without. Beginning Tuesday, June 9 at 9 a.m. PST, customers in Mexico and in the newly added European markets will be able to shop rhode’s full collection on rhodeskin.com in their local currency. The international expansion coincides with rhode’s new Summer ’26 Collection, introducing a curated lineup of bronzed, glow-inspired beauty staples designed to move effortlessly from the sand to the city. Inspired by luminous, sun-warmed skin and glossy bronzed lips, the collection features versatile essentials created to deliver an effortless summer glow all season long, introducing new staples and some limited-edition summer items: Pocket Bronze ($25 USD, €33, MXN 575) is rhode’s first bronzer; an on-the-go cream bronzer that delivers hydrating, buildable color, blending seamlessly into the skin for all-day wear. The lightweight, non-sticky, and skin-smoothing formula glides on and melts into the skin, adding sun-kissed warmth and soft dimension. Key ingredients include Peptides and Tamanu Oil. Pocket Bronze is fragrance-free?, cruelty-free, vegan, gluten-free, dermatologist-tested and non-comedogenic. The long-wearing formula is clinically proven to last at least eight (8) hours upon application (*based on a 34-subject clinical study after immediate and eight (8) hours of use). Pocket Bronze is available in eight neutral to warm shades for a summery complexion: pebble — fair to light with a neutral rosy undertone ? sip — light to light-medium with a golden undertone ? sunbed — light-medium to medium with a neutral undertone ? bake — medium to tan with a neutral golden undertone ? shade — tan to tan-deep with a warm red undertone ? drench — tan-deep to deep with a warm golden undertone ? anklet — deep to rich with a neutral red undertone plunge — rich to very rich with a neutral undertone Pocket Brush ($27 USD, €36, MXN 620) is a double-ended brush made with a recycled handle and soft vegan bristles for easy, on-the-go blending. Its compact, pocket-friendly size slips right into your bag for quick touch-ups anytime, anywhere. Use the angled end to blend out Pocket Bronze and the rounded end to diffuse Pocket Blush. Highlight Milk ($28 USD, €37, MXN 645) a hybrid luminizer that adds the perfect touch of shimmery radiance before you head out the door. Made with the signature Glazing Milk formula, it delivers clinically proven hydration and soothing skincare benefits, such as Ceramide Trio, Mineral Complex, Vitamin E and Glycerin. Wear it all summer long on bare skin, all over the body or mixed into foundation for full glam. Shake before use and simply apply 2-4 shakes into hands and gently press all over—on your face, neck, décolleté, and body—for an added radiance.? It’s clinically proven to provide all-day hydration and reduce the appearance of redness over time (*based on a 53-subject clinical study after immediate and 12 hours of use).? Highlight Milk is fragrance-free, cruelty-free, vegan, gluten-free, dermatologist-tested, and non-comedogenic?, and has the Seal of Acceptance™ from the National Eczema Association. Highlight Milk is available in four shades for either a sheer milky base of soft shimmer or a warm, dimensional glow: 01 — pearly pink ? 02 — pearly champagne ? 03 — pearly warm bronze ? 04 — pearly rich bronze Limited Edition Bronze Peptide Lip Tints ($20 USD, €26, MXN 460) are made for golden hour, melting onto the lips with a sheer wash of bronzy color and a scent that evokes summer nostalgia. Available in three shades, throw them in your rhode Terry Bag or pop one in your Lip Case to hydrate, nourish and replenish with high-performance skincare throughout the day: colada — a pearly peach tan tint that smells like a creamy, tropical cocktail ? macadamia butter — a caramel brown tint that smells like a toasty macadamia treat honey mango — a pearly rosy bronze tint that smells like a juicy bite of mango Peptide Lip Shape ($24 USD, €32, MXN 550) features three new shades joining the core lineup. Designed to give your lips dimension, they glide on effortlessly with a creamy texture and deliver high-performance skincare ingredients that visibly enhance lip volume. Pair with the summer Peptide Lip Tints for a soft, dimensional lip that feels summery and lived-in: push — soft neutral beige ? squeeze ?— cool taupe ? jump ?— chocolate brown ? Additional limited-edition summer staples include: Terry Bag ($36 USD, €47, MXN 830) Terry Towel ($50 USD, €65, MXN 1,150) Signature Lip Case in Colada and Bronze ($38 USD, €50, MXN 875) Snap-On Lip Case in Colada and Bronze ($46 USD, €60, MXN 1,060) The full rhode Summer ’26 Collection will be available for purchase beginning Tuesday, June 9 at 9 a.m. PST exclusively on rhodeskin.com. In typical rhode fashion, the brand will be activating the summer collection IRL with shoppable experiences in the U.S., Canada, and Europe, starting in June. This expansion into new products and territories follows e.l.f. Beauty’s $1B acquisition of rhode in 2025 and signals the next chapter of rhode as they look to bring the brand to more people around the world. *Source: CreatorIQ, Top 10 Skincare Leaderboard, April 2026. Rhode ranked No. 1 by earned media value (EMV). Available at CreatorIQ Leaderboard. About rhode
rhode is a collection of curated skincare and hybrid makeup essentials with efficacious, intentional formulas that hydrate and nourish the skin barrier. Launched by Bieber in 2022, rhode was born from a need for high-performance, skincare essentials you can use every day. After years of working as a fashion model with the best makeup artists and skincare experts, Bieber noticed a gap in the industry and created a simplified product lineup that wasn’t based on trends, overly expensive ingredients, or a 15-minute routine. rhode’s formulas are developed with all skin types in mind, purposeful ingredients at efficacious levels, and backed by a team of skin care experts, from top cosmetics chemists, dermatologists and makeup artists, to leading voices in the skincare industry. Beyond its products, rhode brings the brand to life in new and immersive ways, creating a world of rhode through high-impact campaigns, innovative IRL activations and close community engagement. In 2025, rhode was acquired by e.l.f. Beauty (NYSE: ELF) for $1 billion. For more information, visit www.rhodeskin.com. View source version on businesswire.com: https://www.businesswire.com/news/home/20260604204140/en/ Media
rhode
Lena Griffin
lgriffin@elfbeauty.com Original: rhode Expands Global Presence to Mexico, its First Entry into Latin America, and Adds Seven European Countries
US Market News
1 month ago
e.l.f. Beauty Announces Fourth Quarter Fiscal 2026 ResultsMay 20, 2026 4:05 PM
Business Wire – Delivered Fiscal 2026 net sales growth of 25% year over year – – Provides Fiscal 2027 outlook – e.l.f. Beauty (NYSE: ELF) today announced results for the three and twelve months ended March 31, 2026. “Fiscal 26 marked our 7th consecutive year of net sales and market share growth—a track record that reflects the strength of our team, strategy and portfolio of brands,” said Tarang Amin, e.l.f. Beauty’s Chairman and Chief Executive Officer. “All five of our brands grew this year, with rhode and Naturium delivering particularly strong results and reinforcing the power of our expanding brand portfolio. The whitespace opportunity in front of us across brands, categories, and geographies gives us great confidence in the runway ahead.” Three Months Ended March 31, 2026 Results For the three months ended March 31, 2026, compared to the three months ended March 31, 2025: Net sales increased 35% to $449.3 million, primarily driven by growth in both our retailer and e-commerce channels, in the US and internationally. Gross margin increased approximately 140 basis points to 73%, primarily driven by benefits from pricing, partially offset by higher tariffs. Selling, general and administrative (“SG&A”) expenses increased $126.4 million to $319.1 million. Adjusted SG&A (SG&A excluding the items identified in the reconciliation table below) increased $126.6 million to $300.0 million. The increase in SG&A is primarily related to an increase in marketing, merchandising and distribution costs, compensation and benefits, depreciation and amortization, professional fees and regulatory fees. Change in fair value of contingent consideration related to the acquisition of rhode (the “rhode Acquisition”). The Company recorded a fair value adjustment of $57.6 million for the fiscal year ended March 31, 2026, driven by the outperformance of rhode's revenue results relative to the earnout thresholds set forth in the merger agreement entered into in connection with the rhode Acquisition. Other income, net decreased $1.6 million to $1.0 million, primarily driven by an increase in foreign currency losses for the period attributable to currency rate fluctuation. Net loss was $49.4 million on a GAAP basis. Adjusted net income (net income excluding the items identified in the reconciliation table below) was $19.4 million. Diluted loss per share was $0.82 per share on a GAAP basis. Adjusted diluted earnings per share (diluted earnings per share calculated with adjusted net income excluding the items identified in the reconciliation table below) were $0.32. Adjusted EBITDA (EBITDA excluding the items identified in the reconciliation table below) was $58.8 million, or 13% of net sales, down 28% year over year. Twelve Months Ended March 31, 2026 Results For the twelve months ended March 31, 2026, compared to the twelve months ended March 31, 2025: Net sales increased 25% to $1,636.5 million, primarily driven by growth in both our retailer and e-commerce channels, in the US and internationally. Gross margin decreased approximately 50 basis points to 71%, primarily driven by higher tariff costs, partially offset by benefits from pricing. Selling, general and administrative (“SG&A”) expenses increased $248.4 million to $1,026.1 million. Adjusted SG&A (SG&A excluding the items identified in the reconciliation table below) increased $228.8 million to $919.7 million. The increase in SG&A is primarily related to an increase in marketing, merchandising and distribution costs, compensation and benefits, depreciation and amortization, professional fees and regulatory fees. Change in fair value of contingent consideration related to the rhode Acquisition. The Company recorded a fair value adjustment of $57.6 million for the fiscal year ended March 31, 2026, driven by the outperformance of rhode's revenue results relative to the earnout thresholds set forth in the merger agreement entered into in connection with the rhode Acquisition. Other income, net increased $1.5 million to $2.8 million, primarily driven by income from insurance recovery and a decrease in foreign currency losses for the period attributable to currency rate fluctuation. Net income was $26.3 million on a GAAP basis. Adjusted net income (net income excluding the items identified in the reconciliation table below) was $185.9 million. Diluted earnings per share was $0.44 per share on a GAAP basis. Adjusted diluted earnings per share (diluted earnings per share calculated with adjusted net income excluding the items identified in the reconciliation table below) were $3.13. Adjusted EBITDA (EBITDA excluding the items identified in the reconciliation table below) was $335.2 million, or 20% of net sales, up 13% year over year. Liquidity As of March 31, 2026, the Company had $289.7 million in cash and cash equivalents, and $841.7 million of total debt, as compared to $148.7 million in cash and cash equivalents and $256.7 million of total debt outstanding as of March 31, 2025. Fiscal 2027 Outlook The Company is providing the following outlook for fiscal 2027. When compared to fiscal 2026, the outlook for fiscal 2027 reflects an expected 12-14% increase in net sales. Fiscal 2027 Outlook Fiscal 2026 Actuals Net sales $1,835-1,865 million $1,636 million Adjusted EBITDA $379-385 million $335 million Adjusted effective tax rate 25-26% 23% Adjusted net income $198-201 million $186 million Adjusted diluted earnings per share $3.27-3.32 $3.13 Weighted average diluted shares outstanding 60.5 million 59 million Webcast Details The Company will hold a webcast to discuss the results from its fourth quarter fiscal 2026 today, May 20, 2026, at 4:30 p.m. Eastern Time. The webcast will be broadcast live at https://investor.elfbeauty.com/stock-and-financial/events-and-presentations. For those unable to listen to the live broadcast, an archived version will be available at the same location. About e.l.f. Beauty e.l.f. Beauty (NYSE: ELF) is a different kind of company that disrupts norms, shapes culture and connects communities, through positivity, inclusivity and accessibility. The mission is clear: to make the best of beauty accessible to every eye, lip and face. e.l.f. Beauty and its brands, e.l.f. Cosmetics, e.l.f. SKIN, rhode, Naturium and Well People, are led by purpose and driven by results. e.l.f. Beauty offers e.l.f. clean and vegan products, all double-certified by PETA and Leaping Bunny as cruelty free, and proudly stands as the first beauty company with Fair Trade Certified™ facilities. With a kind heart at the center of e.l.f.’s ethos, the company donates 2% of net profits to organizations that make positive impacts. Learn more at https://www.elfbeauty.com/ Note Regarding non-GAAP Financial Measures This press release includes references to non-GAAP measures, including adjusted EBITDA, adjusted SG&A, adjusted net income and adjusted diluted earnings per share. The Company presents these non-GAAP measures because its management uses them as supplemental measures in assessing its operating performance, and believes they are helpful to investors, securities analysts and other interested parties in evaluating the Company’s performance. The non-GAAP measures included in this press release are not measurements of financial performance under GAAP and they should not be considered as alternatives to or substitutes for measures of performance derived in accordance with GAAP. In addition, these non-GAAP measures should not be construed as an inference that the Company’s future results will be unaffected by unusual or non-recurring items. These non-GAAP measures have limitations as analytical tools, and you should not consider such measures either in isolation or as substitutes for analyzing the Company’s results as reported under GAAP. The Company’s definitions and calculations of these non-GAAP measures are not necessarily comparable to other similarly titled measures used by other companies due to different methods of calculation. Adjusted EBITDA excludes expense or income related to stock-based compensation, change in fair value of contingent consideration, loss on extinguishment of debt and other non-cash and non-recurring items. Such other non-cash or non-recurring items include amortization of internal-use software costs related to cloud applications, acquisition related costs and ERP implementation costs. Adjusted SG&A excludes expense related to stock-based compensation and other non-recurring items. Such other non-recurring items include other non-recurring ERP implementation costs and acquisition related costs. Adjusted effective tax rate is the tax rate when excluding the pre-tax impact of expense or income related to stock-based compensation, other non-cash and non-recurring items, amortization of acquired intangible assets, as well as the related tax impact for these items, calculated utilizing the statutory rate for where the impact was incurred. Adjusted net income excludes expense related to stock-based compensation, change in fair value of contingent consideration, loss on extinguishment of debt, other non-recurring items, amortization of acquired intangible assets and the tax impact of the foregoing adjustments. Such other non-recurring items include other non-recurring ERP implementation costs and acquisition related costs. Forward-looking Statements This press release contains forward-looking statements within the meaning of the federal securities laws, including those statements relating to the Company’s outlook for Fiscal 2027 under “Fiscal 2027 Outlook” above and those statements that the whitespace opportunity in front of us across brands, categories, and geographies gives us great confidence in the runway ahead. Although the Company believes that the expectations reflected in the forward-looking statements are reasonable, actual results and the timing of selected events may differ materially from those expectations. Factors that could cause actual results to differ materially from those in the forward looking statements include, among other things, the risks and uncertainties that are described in the Company's most recent Annual Report on Form 10-K, as updated from time to time in the Company's SEC filings, as well as the Company’s ability to effectively compete with other beauty companies; the Company’s ability to successfully introduce new products; the Company’s ability to attract new retail customers and/or expand business with its existing retail customers; the Company’s ability to optimize shelf space at its key retail customers; the loss of any of the Company’s key retail customers or if the general business performance of its key retail customers declines; disruptions to the Company’s business resulting from acquisitions or investments, such as the Company’s acquisition of rhode; and the Company’s ability to effectively manage its SG&A and other expenses. Potential investors are urged to consider these factors carefully in evaluating the forward-looking statements. These forward-looking statements speak only as of the date hereof. Except as required by law, the Company assumes no obligation to update or revise these forward-looking statements for any reason, even if new information becomes available in the future. e.l.f. Beauty, Inc. and subsidiaries Condensed consolidated statements of operations (unaudited) (in thousands, except share and per share data) Three months ended March 31, Twelve months ended March 31, 2026 2025 2026 2025 Net sales $ 449,292 $ 332,645 $ 1,636,472 $ 1,313,517 Cost of sales 122,839 95,606 479,125 377,831 Gross profit 326,453 237,039 1,157,347 935,686 Selling, general and administrative expenses 319,137 192,723 1,026,066 777,659 Change in fair value of contingent consideration 57,649 — 57,649 — Operating (expense) income (50,333 ) 44,316 73,632 158,027 Other income, net 951 2,594 2,785 1,294 Interest expense, net (11,148 ) (2,860 ) (35,284 ) (13,813 ) Loss on extinguishment of debt — (13 ) (674 ) (13 ) (Loss) Income before provision for income taxes (60,530 ) 44,037 40,459 145,495 Income tax benefit (provision) 11,165 (15,784 ) (14,141 ) (33,406 ) Net (loss) income $ (49,365 ) $ 28,253 $ 26,318 $ 112,089 Net (loss) income per share: Basic $ (0.84 ) $ 0.50 $ 0.45 $ 1.99 Diluted $ (0.82 ) $ 0.49 $ 0.44 $ 1.92 Weighted average shares outstanding: Basic 59,064,337 56,159,804 58,263,255 56,210,459 Diluted 59,942,437 57,980,746 59,351,449 58,345,174 e.l.f. Beauty, Inc. and subsidiaries Condensed consolidated balance sheets (unaudited) (in thousands, except share and per share data) March 31, 2026 March 31, 2025 Assets Current assets: Cash and cash equivalents $ 289,685 $ 148,692 Accounts receivable, net 174,644 126,010 Inventory, net 220,246 187,170 Prepaid expenses and other current assets 104,792 78,688 Total current assets 789,367 540,560 Property and equipment, net 41,496 28,787 Intangible assets, net 553,110 207,698 Goodwill 853,475 340,582 Other assets 156,710 130,548 Total assets $ 2,394,158 $ 1,248,175 Liabilities and stockholders' equity Current liabilities: Current portion of long-term debt $ 30,000 $ — Current portion of contingent consideration 26,227 — Accounts payable 97,467 72,180 Accrued expenses and other current liabilities 182,470 104,876 Total current liabilities 336,164 177,056 Long-term debt 809,348 256,676 Long-term contingent consideration 38,522 — Deferred tax liabilities 6,197 3,812 Long-term operating lease obligations 69,928 48,721 Other long-term liabilities 3,469 1,055 Total liabilities 1,263,628 487,320 Stockholders' equity: Common stock, par value of $0.01 per share; 250,000,000 shares authorized as of March 31, 2026 and March 31, 2025; 59,089,708 and 55,730,037 shares issued and outstanding as of March 31, 2026 and March 31, 2025, respectively 590 556 Additional paid-in capital 1,284,987 942,025 Accumulated other comprehensive income 882 521 Accumulated deficit (155,929 ) (182,247 ) Total stockholders' equity 1,130,530 760,855 Total liabilities and stockholders' equity $ 2,394,158 $ 1,248,175 e.l.f. Beauty, Inc. and subsidiaries Condensed consolidated statements of cash flows (unaudited) (in thousands) Twelve months ended March 31, 2026 2025 Cash flows from operating activities: Net income $ 26,318 $ 112,089 Adjustments to reconcile net income to net cash provided by operating activities: Depreciation and amortization 79,361 44,115 Non-cash lease expense 10,948 9,740 Stock-based compensation expense 86,919 71,786 Amortization of debt issuance costs and discount on debt 1,433 545 Deferred income taxes (3,524 ) 446 Acquisition-related seller expenses (47,100 ) — Loss on extinguishment of debt 674 13 Change in fair value of contingent consideration 57,649 — Other, net 2,175 136 Changes in operating assets and liabilities: Accounts receivable (17,505 ) (2,742 ) Inventory 7,327 4,874 Prepaid expenses and other assets (67,401 ) (75,854 ) Accounts payable and accrued expenses 75,291 (23,397 ) Other liabilities (54 ) (7,911 ) Net cash provided by (used in) operating activities 212,511 133,840 Cash flows from investing activities: Acquisition, net of cash acquired (581,682 ) — Purchase of property and equipment (22,449 ) (18,520 ) Investment contributions (1,117 ) (577 ) Net cash used in investing activities (605,248 ) (19,097 ) Cash flows from financing activities: Proceeds from revolving line of credit 50,000 — Repayment of revolving line of credit (50,000 ) (89,500 ) Proceeds from long-term debt 600,000 256,676 Repayment of long-term debt (15,000 ) (173,376 ) Debt issuance costs paid (6,891 ) (2,083 ) Repurchase of common stock (49,987 ) (67,062 ) Cash received from issuance of common stock 5,797 953 Other, net — (57 ) Net cash provided by (used in) financing activities 533,919 (74,449 ) Effect of exchange rate changes on cash and cash equivalents (189 ) 215 Net increase in cash and cash equivalents 140,993 40,509 Cash and cash equivalents - beginning of period 148,692 108,183 Cash and cash equivalents - end of period $ 289,685 $ 148,692 e.l.f. Beauty, Inc. and subsidiaries Reconciliation of GAAP net (loss) income to non-GAAP adjusted EBITDA (unaudited) (in thousands) Three months ended March 31, Twelve months ended March 31, 2026 2025 2026 2025 Net (loss) income $ (49,365 ) $ 28,253 $ 26,318 $ 112,089 Interest expense, net 11,148 2,860 35,284 13,813 Income tax (benefit) provision (11,165 ) 15,784 14,141 33,406 Depreciation and amortization 26,327 13,216 79,361 44,115 EBITDA $ (23,055 ) $ 60,113 $ 155,104 $ 203,423 Stock-based compensation 17,700 14,835 86,919 71,786 Change in fair value of contingent consideration (a) 57,649 — 57,649 — Loss on extinguishment of debt (b) — 13 674 13 Other non-cash and non-recurring items (c) 6,535 6,404 34,811 21,617 Adjusted EBITDA $ 58,829 $ 81,365 $ 335,157 $ 296,839 (a) Represents increase in fair value of contingent consideration related to rhode Acquisition. (b) Loss on extinguishment of debt includes the write-off of existing debt issuance costs and certain fees paid related to the amended credit agreement. (c) Represents other non-cash or non-recurring items, which include amortization of internal-use software costs related to cloud applications, acquisition related costs and ERP implementation costs. e.l.f. Beauty, Inc. and subsidiaries Reconciliation of GAAP SG&A to non-GAAP adjusted SG&A (unaudited) (in thousands) Three months ended March 31, Twelve months ended March 31, 2026 2025 2026 2025 Selling, general and administrative expenses $ 319,137 $ 192,723 $ 1,026,066 $ 777,659 Stock-based compensation (17,699 ) (14,827 ) (86,907 ) (71,732 ) Other non-recurring items (a) (1,459 ) (4,563 ) (19,420 ) (15,029 ) Adjusted selling, general and administrative expenses $ 299,979 $ 173,333 $ 919,739 $ 690,898 (a) Represents other non-recurring ERP implementation costs and acquisition related costs. e.l.f. Beauty, Inc. and subsidiaries Reconciliation of GAAP net (loss) income to non-GAAP adjusted net income (unaudited) (in thousands, except share and per share data) Three months ended March 31, Twelve months ended March 31, 2026 2025 2026 2025 Net (loss) income $ (49,365 ) $ 28,253 $ 26,318 $ 112,089 Stock-based compensation 17,700 14,835 86,919 71,786 Change in fair value of contingent consideration (a) 57,649 — 57,649 — — Other non-recurring items (b) 1,952 4,563 21,504 15,029 Loss on extinguishment of debt (c) — 13 674 13 Amortization of acquired intangible assets (d) 11,134 4,350 35,488 17,397 Tax Impact (e) (19,698 ) (6,779 ) (42,654 ) (18,733 ) Adjusted net income $ 19,372 $ 45,235 $ 185,898 $ 197,581 Weighted average number of shares outstanding – diluted 59,942,437 57,980,746 59,351,449 58,345,174 Adjusted diluted earnings per share $ 0.32 $ 0.78 $ 3.13 $ 3.39 (a) Represents increase in fair value of contingent consideration related to rhode Acquisition. (b) Represents other non-recurring ERP implementation costs and acquisition related costs. (c) Loss on extinguishment of debt includes the write-off of existing debt issuance costs and certain fees paid related to the amended credit agreement. (d) Represents amortization expense of acquired intangible assets consisting of customer relationships and trademarks. (e) Represents the tax impact of the above adjustments. View source version on businesswire.com: https://www.businesswire.com/news/home/20260520408498/en/ Investors:
KC Katten
VP, Corporate Development & Investor Relations
kkatten@elfbeauty.com Media:
Sam Critchell
VP, Corporate Communications
scritchell@elfbeauty.com Original: e.l.f. Beauty Announces Fourth Quarter Fiscal 2026 Results
US Market News
2 months ago
rhode poursuit son expansion mondiale au sein de Sephora EuropeMay 1, 2026 12:43 AM
Business Wire
Cette expansion auprès de Sephora Europe renforce la visibilité mondiale de rhode dans les points de vente physiques, ouvrant ainsi une nouvelle étape décisive pour la marque
rhode, la marque de beauté créée par Hailey Rhode Bieber, va être disponible sur la boutique en ligne Sephora et en magasin dans la plupart des points de vente européens à partir du mois de septembre, après avoir été lancée en 2025 chez Sephora aux États-Unis, au Canada et au Royaume-Uni. Cette expansion chez Sephora Europe va élargir la distribution mondiale de rhode via les points de vente physiques, une étape cruciale pour la marque.
Ce communiqué de presse contient des éléments multimédias. Voir le communiqué complet ici : https://www.businesswire.com/news/home/20260430003081/fr/
La collection rhode, composée de produits haute performance spécialement conçus pour la peau, a enregistré d’excellents résultats chez Sephora aux États-Unis et au Canada, se positionnant comme le plus grand lancement de marque de l’histoire du détaillant sur le continent nord-américain. Lors de son lancement en novembre 2025 au Royaume-Uni, rhode a également réalisé le plus grand lancement de marque de l’histoire de Sephora UK.
« Je suis très heureuse de continuer notre partenariat avec Sephora à l'occasion de notre lancement dans le commerce de détail en Europe, qui permettra à davantage de clients de découvrir rhode en magasin et en ligne. Nous avons soigneusement réfléchi à la manière dont nous souhaitons nous développer et aux endroits où nous voulons nous implanter, car nous croyons au pouvoir de créer des espaces capables de rassembler les gens. Sephora a joué un rôle essentiel en nous aidant à traduire notre vision en espaces physiques », - Hailey Rhode Bieber, fondatrice, Directrice de la création et Responsable de l’innovation chez rhode, Conseillère stratégique chez e.l.f. Beauty.
Lors de son lancement en juin 2022, rhode a commencé par proposer une gamme soigneusement sélectionnée de soins de la peau, avant de se diversifier dans le maquillage hybride. Chaque lancement a rencontré un énorme succès, inspirant des évolutions dans le secteur de la beauté et de la culture en général. Aujourd’hui, rhode est toujours la première marque de soins de la peau aux États-Unis en termes de valeur de marché (EMV) et poursuit sa croissance significative d’une année sur l’autre, selon CreatorIQ.*
« Nous sommes impatients de poursuivre l’expansion commerciale de notre marque avec Sephora à travers l’Europe, en capitalisant sur la dynamique observée aux États-Unis, au Canada et au Royaume-Uni. L’été dernier, faire découvrir l’univers de rhode à Majorque grâce à notre rhode summer club a été un moment marquant pour nous. Cela nous a permis de tisser des liens plus étroits avec notre communauté européenne et de lui faire découvrir la marque dans la vie réelle. Nous souhaitons désormais poursuivre notre croissance de manière raisonnée à travers l’Europe, en créant des expériences qui reflètent l’esprit de rhode et qui trouvent un écho auprès de nos clients, où qu’ils se trouvent », - Lauren Ratner, cofondatrice, Présidente et Directrice de la marque chez rhode.
Une forte synergie s'est créée entre l'approche orientée communauté de rhode et la présence mondiale de Sephora. L'engagement social est le point fort de rhode, et ce partenariat devrait permettre de faire connaître la marque à un public encore plus large de consommateurs de produits de beauté à l'échelle européenne.
« Nous sommes enthousiasmés à l'idée de faire découvrir rhode à l'Europe continentale après le succès record qu'elle a enregistré aux États-Unis et au Royaume-Uni. Le modèle de rhode, centré sur les réseaux sociaux, est à l'origine d'une demande virale et a permis de fidéliser un public mondial très engagé ; il correspond parfaitement à l'engagement de Sephora de proposer des marques innovantes et culturellement pertinentes à ses clients du secteur de la beauté en Europe. Ce lancement consolide encore davantage le rôle de Sephora en tant que plateforme et partenaire de premier plan pour les marques et les créateurs les plus influents de la région », - Catherine Spindler, Présidente de Sephora Europe et Moyen-Orient.
« Nous sommes extrêmement heureux d’accueillir rhode chez Sephora Europe en tant que partenaire de distribution exclusif dans la région, ainsi que notre marque la plus récente « Only at Sephora ». Nous savons qu’il existe déjà un nombre considérable de consommateurs européens qui ont hâte de pouvoir acheter rhode près de chez eux. Ce partenariat représente une nouvelle étape passionnante dans l’histoire de Sephora, tandis que nous continuons à offrir une vision unique de la beauté grâce à notre sélection de marques de beauté très recherchées » - Priya Venkatesh, Directrice mondiale du merchandising chez Sephora.
Chez Sephora, les clients pourront découvrir l’identité visuelle que la marque s’est construite à travers ses campagnes passées et ses pop-up stores locaux, notamment grâce à ses créations classiques gris brillant aux contours lisses et adoucis, rehaussées de reflets miroitants pour le contenu. C’est ce que le public de rhode connaît et apprécie, et qui prend désormais vie dans un environnement de vente au détail. Sephora prévoit de proposer l’assortiment de produits phares de rhode, notamment ses produits de soin essentiels au fini glacé, sa gamme emblématique de rouges à lèvres Peptide Lip et ses fards à joues aux pigments parfaits.
« Introduire rhode chez Sephora Europe marque une étape clé de notre expansion mondiale. Nous pensons que la force de Sephora dans l'engagement des consommateurs fait de lui le partenaire idéal au moment où nous nous développons à l'international et où nous faisons découvrir rhode à un public plus large en Europe », - Nick Vlahos, PDG de rhode.
Grâce à ce lancement, rhode sera disponible chez Sephora en Belgique, en Bulgarie, en Croatie, en République tchèque, au Danemark, en France, en Allemagne, en Grèce, en Italie, au Luxembourg, à Monaco, en Pologne, au Portugal, en Roumanie, en Serbie, en Espagne (îles Canaries comprises), en Suède, en Suisse et en Turquie, en plus du Canada, du Royaume-Uni et des États-Unis.
Cette expansion à de nouveaux marchés de détail fait écho à l'acquisition de rhode par e.l.f. Beauty (NYSE : ELF) en 2025, et signe le début d’un nouveau chapitre pour rhode, qui souhaite faire connaître la marque à un public plus large à travers le monde.
*Source : CreatorIQ, Classement des 10 meilleures marques de soins de la peau, mars 2026. Rhode s’est classée n° 1 en termes de valeur médias gagnée (EMV). Disponible sur CreatorIQ Leaderboard . CreatorIQ Leaderboard .
À propos de rhode
rhode est une ligne de soins de la peau essentiels soigneusement sélectionnés, créée par Hailey Rhode Bieber. Motivée par l'envie de mettre au point des produits réellement efficaces et accessibles à tous, rhode puise ses racines dans la science, démystifiant ainsi bon nombre de concepts et de discours complexes qui entourent les soins de la peau efficaces. Formulés pour s'adapter à divers types de peau et besoins grâce à des ingrédients hautement performants, ces produits s'intègrent à une routine quotidienne qui renforce la barrière cutanée au fil du temps. Chaque produit rhode est composé d’ingrédients performants et ciblés, dosés à des concentrations optimales. En 2025, rhode a été rachetée par e.l.f. Beauty (NYSE : ELF) pour un montant d’un milliard d'USD.
Pour plus d'informations, visitez le site www.rhodeskin.com.
À propos de Sephora
Sephora est la plus grande enseigne mondiale de produits de beauté haut de gamme. Avec 55 000 collaborateurs motivés répartis sur 36 marchés, Sephora met en relation ses clients et les marques de beauté avec la communauté beauté la plus dynamique et la plus fiable au monde. Nous répondons aux besoins de centaines de millions d’adeptes de la beauté au sein d’une communauté très engagée, grâce à notre réseau omnicanal mondial composé de plus de 3 200 magasins et boutiques emblématiques, sans oublier nos plateformes de commerce électronique et numériques. Nous offrons ainsi à nos clients des expériences personnalisées, immersives et fluides sur tous les points de contact. Grâce à plus de 500 marques sélectionnées et à notre propre marque, Sephora Collection, nous offrons une gamme unique et variée de produits de beauté de prestige, adaptés aux besoins de nos clients, des parfums au maquillage, en passant par les soins capillaires, les soins de la peau et bien plus encore, en réinventant constamment l’univers de la beauté de prestige. Depuis la création de SEPHORA en 1969 à Limoges, en France, et depuis son intégration au sein du groupe LVMH en 1997, la marque n’a eu de cesse de révolutionner le secteur de la vente au détail de produits de beauté de prestige. Aujourd’hui, elle poursuit sa mission en brisant les conventions : œuvrer pour un monde d’inspiration et d’inclusion où chacun peut célébrer sa beauté.
Pour plus d'informations, visitez le site www.sephora.com.
Le texte du communiqué issu d’une traduction ne doit d’aucune manière être considéré comme officiel. La seule version du communiqué qui fasse foi est celle du communiqué dans sa langue d’origine. La traduction devra toujours être confrontée au texte source, qui fera jurisprudence.
Consultez la version source sur businesswire.com : https://www.businesswire.com/news/home/20260430003081/fr/
Contacts avec les médias européens
rhode@dominiquetemple.com
mbouchut@sephora.fr
Original: rhode poursuit son expansion mondiale au sein de Sephora Europe
US Market News
2 months ago
rhode setzt seine weltweite Expansion im Einzelhandel mit Sephora Europe fortMay 1, 2026 12:43 AM
Business Wire
Diese Expansion bei Sephora Europe erhöht die weltweite Verfügbarkeit von rhode im stationären Handel und markiert damit einen entscheidenden Wendepunkt für die Marke
rhode, die von Hailey Rhode Bieber gegründete Kosmetikmarke, wird ab September dieses Jahres bei Sephora online und in den meisten Filialen in ganz Europa erhältlich sein, nachdem sie bereits 2025 bei Sephora in den USA, Kanada und Großbritannien eingeführt wurde. Diese Expansion bei Sephora Europe erhöht die weltweite Verfügbarkeit von rhode im stationären Handel und markiert damit einen entscheidenden Wendepunkt für die Marke.
Diese Pressemitteilung enthält multimediale Inhalte. Die vollständige Mitteilung hier ansehen: https://www.businesswire.com/news/home/20260430477769/de/
Die Kollektion von rhode mit hochwirksamen, auf die Haut abgestimmten Produkten verzeichnete bei Sephora in den USA und Kanada eine starke Nachfrage und war damit die größte Markeneinführung in der Geschichte des Einzelhändlers in Nordamerika. Als „rhode“ im November 2025 in Großbritannien auf den Markt kam, war dies zudem die größte Markeneinführung in der Geschichte von Sephora UK.
„Ich freue mich riesig darauf, unsere Partnerschaft mit Sephora fortzusetzen, während wir in den europäischen Einzelhandel einsteigen und rhode so noch mehr Kunden in physischen Geschäften und im realen Leben zugänglich machen. Wir haben bewusst darauf geachtet, wie und wo wir wachsen, und glauben an die Kraft, Räume zu schaffen, die Menschen zusammenbringen. Sephora ist ein außergewöhnlich wichtiger Partner, der uns dabei geholfen hat, unsere Vision in reale Räume umzusetzen“ – Hailey Rhode Bieber, Gründerin, Chief Creative Officer und Leiterin der Innovationsabteilung bei rhode sowie strategische Beraterin bei e.l.f. Beauty.
Rhode wurde im Juni 2022 gegründet und startete mit einem sorgfältig zusammengestellten Sortiment an wirksamer Hautpflege, das später um Hybrid-Make-up erweitert wurde. Jede Markteinführung stieß auf eine enorme Nachfrage und löste Veränderungen in der gesamten Beauty-Branche und -Kultur aus. Laut CreatorIQ ist Rhode nach wie vor die Nummer 1 unter den Hautpflegemarken in den USA, gemessen am EMV*, und verzeichnet weiterhin ein deutliches Wachstum gegenüber dem Vorjahr.
„Wir freuen uns darauf, unsere Präsenz im Einzelhandel gemeinsam mit Sephora in ganz Europa weiter auszubauen und dabei auf der Dynamik aufzubauen, die wir in den USA, Kanada und Großbritannien erlebt haben. Letzten Sommer war es für uns ein bedeutender Moment, mit unserem „rhode summer club“ die Welt von rhode nach Mallorca zu bringen. Das gab uns die Gelegenheit, eine engere Verbindung zu unserer europäischen Community aufzubauen und ihr die Möglichkeit zu geben, die Marke hautnah zu erleben. Mit Blick auf die Zukunft konzentrieren wir uns darauf, in ganz Europa umsichtig weiter zu wachsen und Erlebnisse zu schaffen, die dem Geist von rhode entsprechen und bei unseren Kunden Anklang finden, wo auch immer sie sich befinden“ – Lauren Ratner, Mitbegründerin, Präsidentin und Chief Brand Officer von rhode.
Es bestehen starke Synergien zwischen dem gemeinschaftsorientierten Ansatz von rhode und der globalen Reichweite von Sephora. Das Engagement für die Gemeinschaft ist das, was rhode am besten kann, und von dieser Partnerschaft erhoffen wir, dass die Marke einem breiteren Publikum von Beauty-Konsumenten in ganz Europa bekannt gemacht wird.
„Wir freuen uns sehr, rhode nach seinem rekordverdächtigen Erfolg in den USA und Großbritannien nun auch auf den europäischen Kontinent zu bringen. Das Social-First-Modell von rhode, das eine immense Nachfrage ausgelöst und ein weltweit sehr engagiertes Publikum aufgebaut hat, steht im Einklang mit Sephoras Bestreben, unserer Beauty-Community in der Region innovative und kulturell relevante Marken anzubieten. Diese Markteinführung festigt Sephoras Rolle als führende Plattform und Partnerin für die einflussreichsten Marken und Kreativen in der Region“ – Catherine Spindler, Präsidentin von Sephora Europa & Naher Osten.
„Wir freuen uns riesig, rhode bei Sephora Europe als ihren exklusiven Vertriebspartner in der Region und als unsere neueste ‚Only at Sephora‘-Marke begrüßen zu dürfen. Wir wissen, dass es bereits eine große Zahl europäischer Fans gibt, die es kaum erwarten können, bei rhode vor Ort einzukaufen. Diese Partnerschaft ist ein weiterer spannender Meilenstein in der Entwicklung von Sephora, da wir mit unserem sorgfältig zusammengestellten Sortiment an begehrten Beauty-Marken weiterhin eine einzigartige Perspektive auf das Thema Schönheit bieten“ – Priya Venkatesh, Global Chief Merchandising Officer bei Sephora.
Bei Sephora erwartet die Kunden das visuelle Erscheinungsbild, das die Marke durch frühere Aktionen und Pop-up-Stores in der Community aufgebaut hat, einschließlich klassischer, glänzender grauer Konstruktionen mit eleganten, weichen Kanten und spiegelnden Elementen für die Präsentation von Inhalten. Genau das, was das Publikum von rhode kennt und liebt, wird nun im Einzelhandel mit Leben erfüllt. Sephora plant, das Kernsortiment von Rhode anzubieten, darunter die beliebten Hautpflegeprodukte, die legendäre Peptide Lip-Linie und das perfekt pigmentierte Rouge.
„Die Einführung von rhode bei Sephora Europe ist ein wichtiger Meilenstein unserer globalen Expansion. Wir sind überzeugt, dass Sephora dank seiner Stärke im Bereich Kundenbindung der ideale Partner für unsere internationale Expansion ist, um rhode einem breiteren Publikum in Europa zugänglich zu machen“ – Nick Vlahos, CEO von rhode.
Nach dieser Markteinführung wird rhode bei Sephora in Belgien, Bulgarien, Kroatien, der Tschechischen Republik, Dänemark, Frankreich, Deutschland, Griechenland, Italien, Luxemburg, Monaco, Polen, Portugal, Rumänien, Serbien, Spanien (einschließlich der Kanarischen Inseln), Schweden, der Schweiz und der Türkei sowie in Kanada, dem Vereinigten Königreich und den Vereinigten Staaten erhältlich sein.
Diese Expansion in neue Einzelhandelsmärkte folgt auf die Übernahme von rhode durch e.l.f. Beauty (NYSE: ELF) im Jahr 2025 für 1 Milliarde US-Dollar und schlägt ein neues Kapitel für rhode auf, da das Unternehmen die Marke weltweit einem größeren Publikum zugänglich machen möchte.
*Quelle: CreatorIQ, Top 10 Skincare Leaderboard, März 2026. Rhode belegte nach dem Earned Media Value (EMV) den ersten Platz. Verfügbar bei CreatorIQ Leaderboard.
Über rhode
rhode ist eine von Hailey Rhode Bieber gegründete Linie sorgfältig ausgewählter Hautpflegeprodukte. Mit dem Ziel, Produkte zu entwickeln, die wirklich wirken und für jeden zugänglich sind, stützt sich rhode auf wissenschaftliche Erkenntnisse und macht viele der Mysterien und komplexen Zusammenhänge hinter einer wirksamen Hautpflege verständlich. Die mit hochwirksamen Inhaltsstoffen für verschiedene Hauttypen und -bedürfnisse entwickelte Pflege ist Teil einer täglichen Routine, die die Hautbarriere langfristig stärkt. Alle Produkte von rhode werden aus gezielten, hochwirksamen Inhaltsstoffen in wirksamer Dosierung hergestellt. Im Jahr 2025 wurde rhode von e.l.f. Beauty (NYSE: ELF) für 1 Milliarde Dollar übernommen.
Für weitere Informationen besuchen Sie www.rhodeskin.com.
Über Sephora
Sephora ist die weltweit führende Marke im Bereich des exklusiven Einzelhandels für Schönheitsprodukte. Mit 55.000 engagierten Mitarbeitern in 36 Märkten bringt Sephora Kunden und Beauty-Marken in der weltweit vertrauenswürdigsten und dynamischsten Beauty-Community zusammen. Über unser globales Omnichannel-Netzwerk mit mehr als 3.200 Filialen und legendären Flagship-Stores sowie über unsere E-Commerce- und digitalen Plattformen bedienen wir eine äußerst engagierte Community von Hunderten Millionen Beauty-Fans und bieten ihnen an jedem Kontaktpunkt personalisierte, immersive und nahtlose Erlebnisse. Mit unserem Sortiment aus über 500 Marken und unserer Eigenmarke „Sephora Collection“ bieten wir ein einzigartiges und vielfältiges Angebot an hochwertigen Schönheitsprodukten, das genau auf die Bedürfnisse unserer Kunden zugeschnitten ist – von Parfüm über Make-up und Haarpflege bis hin zu Hautpflege und darüber hinaus. Dabei gestalten wir die Welt der hochwertigen Schönheitsprodukte immer wieder neu. Seit der Gründung von SEPHORA im Jahr 1969 in Limoges, Frankreich, und als Teil der LVMH-Gruppe seit 1997, hat die Marke die Branche des Luxus-Kosmetikeinzelhandels revolutioniert. Auch heute noch bricht das Unternehmen mit Konventionen, um seine Vision zu verwirklichen: eine Welt voller Inspiration und Inklusion zu schaffen, in der alle ihre Schönheit zelebrieren können.
Für weitere Informationen besuchen Sie www.sephora.com.
Die Ausgangssprache, in der der Originaltext veröffentlicht wird, ist die offizielle und autorisierte Version. Übersetzungen werden zur besseren Verständigung mitgeliefert. Nur die Sprachversion, die im Original veröffentlicht wurde, ist rechtsgültig. Gleichen Sie deshalb Übersetzungen mit der originalen Sprachversion der Veröffentlichung ab.
Originalversion auf businesswire.com ansehen: https://www.businesswire.com/news/home/20260430477769/de/
European Media Contacts
rhode@dominiquetemple.com
mbouchut@sephora.fr
Original: rhode setzt seine weltweite Expansion im Einzelhandel mit Sephora Europe fort
US Market News
2 months ago
rhode Continues Its Global Retail Expansion Into Sephora EuropeApril 30, 2026 12:00 PM
Business Wire
This expansion into Sephora Europe increases global access to rhode through physical retail, marking a pivotal next stage for the brand
rhode, the beauty brand founded by Hailey Rhode Bieber, will be available at Sephora online and in most stores across Europe beginning this September, following its 2025 rollout with Sephora in the U.S., Canada, and the U.K. This expansion into Sephora Europe increases global access to rhode through physical retail, marking a pivotal next stage for the brand.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260430569580/en/rhode continues its global retail expansion into Sephora Europe.
rhode’s collection of high-performance, skin-focused products saw strong performance in Sephora U.S. and Canada as the biggest brand launch in the retailer’s history in North America. When launched in November 2025 in the U.K., rhode was also the largest brand launch in Sephora U.K.’s history.
“I’m so excited to continue our partnership with Sephora as we launch into retail in Europe, bringing rhode to more of our customers in a physical and IRL format. We’ve been intentional about how and where we grow and believe in the power of creating spaces that can bring people together, and Sephora has been such an important partner in helping us translate our vision into physical spaces,” - Hailey Rhode Bieber, Founder, Chief Creative Officer and Head of Innovation of rhode and Strategic Advisor to e.l.f. Beauty.
Launched in June 2022, rhode began with a curated lineup of efficacious skincare, expanding into hybrid makeup. Each launch has garnered tremendous demand, inspiring shifts across the beauty industry and culture at large. Today, rhode remains the #1 overall skincare brand in the U.S. by EMV and continues to deliver significant year-over-year growth, according to CreatorIQ.*
“We’re excited to continue expanding our retail presence with Sephora across Europe, building on the momentum we’ve seen in the U.S., Canada, and the U.K. Last summer, bringing the world of rhode to Mallorca with our rhode summer club was a meaningful moment for us. It gave us the opportunity to connect more deeply with our European community and allow them to experience the brand in real life. As we look ahead, we’re focused on continuing to grow thoughtfully across Europe, creating experiences that feel true to rhode and resonate with our customer wherever they are,” - Lauren Ratner, Co-Founder, President and Chief Brand Officer of rhode.
There are strong synergies between rhode’s community-driven approach and Sephora’s global reach. Community engagement is what rhode does best, and this partnership is expected to introduce the brand to a broader audience of beauty consumers across Europe.
“We are thrilled to bring rhode to continental Europe following its record-breaking success in the U.S. and the U.K. 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. This launch further strengthens Sephora’s role as a leading platform and partner for the most influential brands and creators in the region,” - Catherine Spindler, President of Sephora Europe & Middle East.
"We’re beyond excited to welcome rhode to Sephora Europe as their exclusive retail partner in the region and our latest ‘Only at Sephora’ brand. We know there is already a huge number of European fans who can’t wait to shop rhode locally. This partnership marks another exciting step in Sephora’s journey, as we continue to offer a unique point of view of beauty with our curated range of highly sought after beauty brands," - Priya Venkatesh, Global Chief Merchandising Officer of Sephora.
At Sephora, customers can expect the visual identity the brand has built through past activations and community pop-ups, inclusive of classic grey glossy builds with sleek soft edges and mirror moments for content. It’s what rhode’s audience knows and loves, now brought to life in a retail environment. Sephora plans to carry rhode’s core product assortment, including its glazed skincare essentials, iconic Peptide Lip line, and perfectly-pigmented blush.
“Bringing rhode to Sephora Europe is a key milestone in our global expansion. We believe Sephora’s strength in consumer engagement makes it the ideal partner as we expand internationally and bring rhode to life for a broader audience in Europe,” - Nick Vlahos, CEO of rhode.
Following this rollout, rhode will be available at Sephora in Belgium, Bulgaria, Croatia, Czech Republic, Denmark, France, Germany, Greece, Italy, Luxembourg, Monaco, Poland, Portugal, Romania, Serbia, Spain (including Canary Islands), Sweden, Switzerland, and Turkey, in addition to Canada, the United Kingdom, and the United States.
This expansion into new retail territories comes on the heels of e.l.f. Beauty’s (NYSE: ELF) $1B acquisition of rhode in 2025, and signals the next chapter of rhode as they look to bring the brand to more people around the world.
*Source: CreatorIQ, Top 10 Skincare Leaderboard, March 2026. Rhode ranked No. 1 by earned media value (EMV). Available at CreatorIQ Leaderboard.
About rhode
rhode is a line of curated skincare essentials founded by Hailey Rhode Bieber. Inspired to develop products that really work in a way that's accessible to everyone, rhode is based in science, simplifying many of the mysteries and complex narratives behind effective skincare. Formulated for a variety of skin types and needs with high performance ingredients, it's a daily routine that nourishes the skin barrier over time. Every rhode product is made from purposeful, high-performance ingredients at effective levels. In 2025, rhode was acquired by e.l.f. Beauty (NYSE: ELF) for $1 billion.
For more information, visit www.rhodeskin.com.
About Sephora
Sephora is the world’s leading global prestige beauty retail brand. With 55,000 passionate employees operating in 36 markets, Sephora connects customers and beauty brands within the world’s most trusted and dynamic beauty community. We serve a highly engaged community of hundreds of millions of beauty followers across our global omnichannel network of more than 3,200 stores and iconic flagships, and our e-commerce and digital platforms, offering personalized and immersive seamless experiences across every touchpoint. With our curation of more than 500 brands and our own label, Sephora Collection, we offer the most unique and diverse range of prestige beauty products, tailored to our customers’ needs from fragrance to make-up, haircare, skincare and beyond, as we constantly reimagine the world of prestige beauty. Since SEPHORA’s inception in 1969 in Limoges, France, and as part of the LVMH Group since 1997, the brand has been disrupting the prestige beauty retail industry. Today, they continue to break with convention to drive their mission: champion a world of inspiration and inclusion where everyone can celebrate their beauty.
For more information, visit www.sephora.com.
View source version on businesswire.com: https://www.businesswire.com/news/home/20260430569580/en/
European Media Contacts
rhode@dominiquetemple.com
mbouchut@sephora.fr
Original: rhode Continues Its Global Retail Expansion Into Sephora Europe
US Market News
3 months ago
Basketball Star, Rapper and Philanthropist, Flau'jae Johnson, and e.l.f. Cosmetics Create New Moves Together to Inspire the Next GenerationMarch 25, 2026 12:01 AM
Business Wire
Johnson joins e.l.f.’s growing group of empowered.legendary.females. to defy expectations, ignite change and empower self-expression
e.l.f. Cosmetics, a brand from e.l.f. Beauty (NYSE: ELF), the bold disruptor with a kind heart, announces a new year-long partnership with Flau’jae Johnson, basketball star, musical artist and founder of More to 4 Foundation. Johnson joins e.l.f.’s growing group of empowered.legendary.females. – Billie Jean King, Kendall Coyne Schofield, Katherine Legge, Ally Sentnor, Jaedyn Shaw, Jess Carter and Lo’eau LaBonta – for their shared commitment to positivity, inclusivity and accessibility.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260324219243/en/Flau'jae Johnson, basketball star, musical artist and founder of More to 4 Foundation, joins e.l.f.’s growing group of empowered.legendary.females. to defy expectations, ignite change and empower self-expression.
A standout women's college basketball guard, currently headed into the second weekend of the 2026 women’s college basketball tournament, Johnson is one of the nation’s most exciting players with her performance earning her:
2,000 Career Points
2026 and 2025 Third Team All-American
2026 and 2025 All-SEC First Team
2023 Division I Women's Basketball Champion
From humble beginnings to stardom on the court and creative expression in the studio, she channels her platform to defy the e.l.f.ing limits, rocket above the status quo and empower others to do the same.
“I don’t take any moment for granted,” Johnson said. “Everything is big for me - every play, every lyric, every opportunity to make a difference. e.l.f. gives me a platform to show up fully, honor my journey and encourage others to do the same. I’m ready to take on this next chapter to the fullest.”
88% of women sports fans regard pro women athletes as impactful role models for young women.* By championing multi-dimensional athletes like Johnson who transcend their sport, e.l.f. is at the heart of culture, delivering for its community.
“Flau’jae is a force of inspiration,” said Patrick O'Keefe, Chief Integrated Marketing Officer, e.l.f. Beauty. “Every arena she enters, whether it’s basketball, music or philanthropy, she leads with courage, intention and generosity of spirit. Partnering with her means elevating her influence, helping a generation of young women imagine no limits, move fearlessly and show up as their fullest selves. Her leadership reminds us at e.l.f. that true impact is about lifting others as you rise.”
This partnership spotlights Johnson’s commitment to empowerment, mentorship and community impact. Her first project with e.l.f. is the new episode of e.l.f. ’s award-winning, purpose-driven series, ‘Show Yourse.l.f.’. With over 7 million video views, this series celebrates determination and the journeys that shape the best and the brightest who are making the world a better place for every eye, lip and face. Johnson’s episode, featuring her original music, is available to watch here.
Previous ‘Show Yourse.l.f.’ episodes have celebrated trailblazers like professional soccer player Jess Carter, astronaut and activist Amanda Nguyen, champion paralympic athlete Anastasia Pagonis, performance artist Viktoria Modesta and artist Chella Man, all exemplifying e.l.f.’s commitment to democratize access to beauty, to sports and to dreams.
To celebrate Flau’jae’s commitment to the community, e.l.f. will make a $75,000 donation to More to 4 Foundation, Johnson’s nonprofit organization dedicated to transforming lives through family support, education, arts, and sports and wellness - creating pathways for stability, self-expression, and opportunity. Inspired by Johnson’s own story, the foundation empowers families, single mothers and young people with programs designed to break barriers and help participants pursue their dreams.
Through this collaboration, e.l.f. and Flau'jae Johnson are building a movement where every young woman can see herself as empowered, legendary and limitless.
*From Moment to Mainstream: What International Consumers Really Think About Women's Sports, Parity Now, May 2024
About e.l.f. Cosmetics
e.l.f. Beauty (NYSE: ELF) is fueled by a belief that anything is e.l.f.ing possible. We are a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. e.l.f. Cosmetics, our global flagship brand, makes the best of beauty accessible to every eye, lip and face by bringing together the best of beauty, culture and entertainment. Our superpower is delivering universally appealing, premium quality products at accessible prices that are e.l.f. clean and vegan, all double-certified by Leaping Bunny and PETA as cruelty free. We are proud to have products made in Fair Trade Certified™ facilities. Learn more at www.elfcosmetics.com.
View source version on businesswire.com: https://www.businesswire.com/news/home/20260324219243/en/
Media:
e.l.f. Beauty
Hannah Rubin
hrubin@elfbeauty.com
Original: Basketball Star, Rapper and Philanthropist, Flau'jae Johnson, and e.l.f. Cosmetics Create New Moves Together to Inspire the Next Generation
US Market News
4 months ago
e.l.f. Takes Over the NWSL with New Talent, New Cities and New Partnerships to Connect with Fans in 2026March 13, 2026 12:01 AM
Business Wire
e.l.f. doubles down on women's soccer with two new cities, amplified fan experiences and the sport's brightest rising star
e.l.f. Cosmetics and e.l.f. SKIN, brands from e.l.f. Beauty (NYSE: ELF), and the National Women's Soccer League (NWSL) announce expansions for the second year of their three-year partnership, headlined by signing soccer’s rising star and expanding into two new markets in 2026 with the intention to scale impact, amplify voices and create opportunities for the next generation of empowered.legendary.females.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260312512319/en/e.l.f. Cosmetics and e.l.f. SKIN, and the National Women's Soccer League (NWSL) announce expansions for the second year of their three-year partnership, headlined by signing soccer’s rising star and expanding into two new markets.
e.l.f. is excited to welcome Ally Sentnor, Kansas City Current, to their roster of talent. Ally was the No. 1 overall pick in the 2024 NWSL Draft and was voted 2024 U.S. Soccer Young Female Player of the Year. She joins current e.l.f.-sponsored athletes Jaedyn Shaw (Gotham FC), Jess Carter (Gotham FC) and Lo’eau LaBonta (Kansas City Current) as ambassadors of positivity, inclusivity and accessibility.
“Finding a brand like e.l.f. that aligns with my values of leaving the game better than I found it and helping players and fans to experience the positive impact soccer has to offer made it an easy choice in partnering up for the 2026 season,” said Ally Sentnor, Kansas City Current.
e.l.f. is making a donation on behalf of each player to the charity of their choice to create real impact in the communities that matter to them most: Football for Her, Mercy Street, Bishop Sullivan Center, The Prospect KC and South Bronx United.
e.l.f. begins the 2026 season more engaged with soccer fans and players of all ages and abilities in two new locations: Boston and Denver, bringing e.l.f.’s presence to all 16 NWSL markets including Chicago, Houston, Kansas City, Los Angeles, Louisville, New York, North Carolina, Orlando, Portland, San Diego, San Francisco, Seattle, Utah and Washington D.C.
The success of the 2024-2025 NWSL season was fueled by growing fandom:
The NWSL delivered a record 2.62 billion total minutes viewed across all platforms, the highest total in league history.*
On TikTok, NWSL followers doubled and engagement climbed 68%, underscoring the league’s growing resonance with women 18-34 (up 30% YOY).*
The women’s soccer fanbase is expected to grow by nearly 40% globally by 2031, becoming one of the top five worldwide sports.**
This enthusiasm underscores the cultural significance and endless possibilities for e.l.f. to inspire, empower and create opportunities for players and fans of women's soccer.
As the NWSL's first official makeup and skincare partner and Presenting Partner of the NWSL Challenge Cup through 2027, e.l.f. is disrupting norms, shaping culture and connecting communities by creating moments that redefine what’s possible and challenge expectations.
“Together, e.l.f. and the NWSL are building a movement where beauty and sport intersect and every fan can see their own possibility reflected in the players both on and off the field,” said Patrick O'Keefe, Chief Integrated Marketing Officer, e.l.f. Beauty. “Soccer is uniquely powerful because it’s the most played girls’ team sport globally, which gives us the signal to continue to drive progress forward by removing barriers to entry so passionate, talented players have opportunities to reach their full potential and fans can experience the true camaraderie that an IRL community fosters.”
In the 2026-2027 season, e.l.f. will be expanding matchday activations across NWSL markets, deepening athlete collaborations, enhancing fan experiences and community initiatives designed to democratize access both on and off the field.
Glow For Glory Expansion: This season, e.l.f. is expanding last years’ competition timing to welcome more girls, in more locations, over a longer period of time. Once they’ve entered the challenge, e.l.f. will create more personalized touchpoints so each competitor feels seen and supported.
SoccerGirl Partnership: e.l.f. is launching a new partnership with the largest channel dedicated exclusively to women’s soccer, which has established itself as the most engaged and authentic community. e.l.f. will be hitting the road with SoccerGirl to engage analogue with its fans and communities in beauty deserts across the country, hand e.l.f. players the mic to have honest, unfiltered conversations about women’s soccer and create content that celebrates the community, inspires confidence and empowers participation.
NWSL Challenge Cup, presented by e.l.f.: e.l.f. will be onsite with fans for this midseason tentpole moment, celebrating 2025 NWSL Champion Gotham FC and 2025 NWSL Shield winner Kansas City Current, with all four of e.l.f.’s athletes competing.
NWSL Championship, presented by Google Pixel: The biggest moment of the season, a week full of NWSL Championship activity, where e.l.f. will show up at multiple touchpoints for fans and players.
Broadcast Bootcamp: As a career-shaping initiative that opens doors for current and former players beyond the pitch, the NWSL Broadcast Bootcamp is a high-impact platform that champions women’s voices in sports media. e.l.f.’s support of this initiative poses the opportunity to invest in players’ futures and show up in a meaningful way that reinforces its long-term commitment to the league and its community.
“e.l.f. understood from day one that the most valuable thing a brand can do in women’s sports right now is show up consistently and build something real. That needs to be done with players, with fans and with the communities around our game, which is exactly the kind of partnership that moves our league forward,” said NWSL Senior Vice President of Partnerships Matt Soloff.
“e.l.f. enables me to show up as my full self on and off the pitch,” said Jaedyn Shaw, Gotham FC 2025 NWSL Champion, and was featured in the give an e.l.f. campaign. “As a representative for all the little girls who look like me, e.l.f. shines a brighter light on the importance of confidence, representation and supporting the next generation of women athletes.”
“With e.l.f.’s support, I am encouraged to take the field with confidence and showcase every version of myself, so I never have to choose between being a princess and a bulldozer,” said Jess Carter, Gotham FC, NWSL 2025 Champion, and was featured in e.l.f.’s Show Yourse.l.f. film series.
“e.l.f. is demonstrating that real change happens when brands show up consistently, invest genuinely and put players and fans first,” said Lo’eau LaBonta, Kansas City Current. “It is incredible to see the change that’s transpired over the decade I’ve played in the NWSL and how brands like e.l.f. contribute to the positive growth trajectory we see year over year.”
FootballCo, a global media company dedicated to championing women’s soccer and an official media partner of the NWSL, will lead activations on behalf of e.l.f. across digital, social and experiential channels.
The NWSL partnership reinforces e.l.f.'s broader commitment to supporting women athletes and breaking barriers in women’s sports. In addition to the NWSL, e.l.f. has and continues to support the Billie Jean King Cup, the Professional Women's Hockey League (PWHL) with Kendall Coyne Schofield, NASCAR driver Katherine Legge, the Wonder Women of Wrestling Varsity Tournament and Paralympic swimmer Anastasia Pagonis, amongst other trailblazers who are redefining what's possible.
*NWSL Continues Record-Breaking Growth in 2025, November 2025
**WHAT EVERY MARKETER NEEDS TO KNOW: U.S. WOMEN’S SOCCER FANS, Aug 2025
About e.l.f. Beauty
e.l.f. Beauty (NYSE: ELF) is fueled by a belief that anything is e.l.f.ing possible. We are a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. The mission is clear: to make the best of beauty accessible to every eye, lip and face. e.l.f. Beauty and its brands, e.l.f. Cosmetics, e.l.f. SKIN, Keys Soulcare, Well People, Naturium and rhode, are led by purpose, driven by results and elevated by superpowers, offering e.l.f. clean and vegan products. e.l.f. Beauty proudly stands as the first beauty company with Fair Trade Certified™ facilities. With a kind heart at the center of e.l.f.’s ethos, the company donates at least 2% of the prior year’s profits to organizations that make positive impacts. Learn more at www.elfbeauty.com.
About the National Women's Soccer League
The National Women’s Soccer League is the premier women’s professional soccer league in the world featuring national team players from around the globe. The clubs are Angel City FC, Bay FC, Boston Legacy FC, Chicago Stars FC, Denver Summit FC, Gotham FC, Houston Dash, Kansas City Current, North Carolina Courage, NWSL Atlanta, Orlando Pride, Portland Thorns FC, Racing Louisville FC, San Diego Wave FC, Seattle Reign FC, Utah Royals FC, and Washington Spirit.
View source version on businesswire.com: https://www.businesswire.com/news/home/20260312512319/en/
Media:
e.l.f. Beauty
Hannah Rubin
hrubin@elfbeauty.com
Original: e.l.f. Takes Over the NWSL with New Talent, New Cities and New Partnerships to Connect with Fans in 2026
US Market News
5 months ago
e.l.f. Cosmetics Unveils Telenovela-Inspired Big Game Campaign Starring Melissa McCarthy Ahead of HalftimeFebruary 3, 2026 12:01 AM
Business Wire
e.l.f. is back at the Big Game highlighting e.l.f.’s Glow Reviver Lip Oil and celebrating positivity, inclusivity and accessibility
e.l.f. Cosmetics, a brand from e.l.f. Beauty (NYSE: ELF), a bold disruptor with a kind heart, announced today it will show up during the Big Game on Sunday, February, 8, 2026, with a telenovela-inspired campaign celebrating positivity, inclusivity and accessibility.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260202873348/en/e.l.f. Cosmetics announced it will show up during the Big Game on Sunday, February, 8, 2026, with a telenovela-inspired campaign celebrating positivity, inclusivity and accessibility. The ad features Academy Award®–nominated actor and producer Melissa McCarthy, actor and TV doctor Nicholas Gonzalez, iconic telenovela villain Itatí Cantoral, and e.l.f. Glow Reviver Lip Oil.
Starring Academy Award®–nominated actor and producer Melissa McCarthy, actor and TV doctor Nicholas Gonzalez, iconic telenovela villain Itatí Cantoral, and e.l.f. Glow Reviver Lip Oil, this dramatic telenovela parody delivers the perfect e.l.f. twist. Our “e.l.f.enovela” - aptly named “Melisa” (me-LEE-sa, said in a deep, deep voice) - opens with McCarthy's character awakening in a hospital bed to discover she has only one day to learn Spanish before watching the biggest reggaeton concert in America. Her unlikely savior? e.l.f.'s Glow Reviver Lip Oil.
The campaign draws inspiration from a highly engaged cultural conversation surrounding the details of 2026’s Big Game entertainment programming, especially the halftime show. English-speaking communities embraced the idea of learning Spanish to be fully engaged with one of the most significant and shared-experience cultural events.
That was a perfect cue for e.l.f. and its mission to make the best of beauty accessible to every eye, lip and face to spring into action.
e.l.f. has a deep connection to its Latin and Hispanic community. Hispanic households represent 18% of e.l.f. buying households, 29% higher than the cosmetics category average. * To strengthen the community bond and celebrate their heritage, e.l.f. produces the telenovela series “Descubre e.l.f.ecto,” which is about to launch its new episodic content later in February, and produced the hit song “ojos.labios.cara” with artist Manuel Turizo – an anthem accompanied by a full-scale music video.
Together with Duolingo, the world’s leading mobile learning platform, we are democratizing access to language learning with an exclusive offer of a complimentary Super Duolingo subscription to all e.l.f. Beauty Squad loyalty members so they can learn Spanish without the ads. **
“Everything we do at e.l.f. marries having your head in the stars to dream big and putting your feet on the ground to make it happen. We dreamt of pairing the absurdly good benefits of Glow Reviver Lip Oil with the comedy powerhouse of Melissa McCarthy, and the antagonist superpower of telenovela royalty Itatí Cantoral during the most impactful cultural moment of the year. That wish comes true on Sunday when we show up to celebrate with our Latin and Hispanic community in a meaningful way,” said Kory Marchisotto, Chief Marketing Officer at e.l.f. Beauty.
The hero of the story is e.l.f.'s Glow Reviver Lip Oil, which has the perfect pout power for McCarthy’s Rs to roll off her tongue – and her ultra-glossy, juicy lips. Glow Reviver Lip Oil has been e.l.f.’s best-selling product the past two years in a row, with one sold every 2.4 seconds in 2025. ***
A beloved global icon known for her warmth, humor, and range across genres, McCarthy brings heart and authenticity to everything she does. Her latest collaboration with e.l.f. brings that same joyful spirit to a campaign that celebrates culture, connection, and fun.
“I’ve always believed that laughter is universal — it’s one of the most genuine ways we connect,” said McCarthy. “So teaming up with my new friends at e.l.f. and stepping into the dramatic world of telenovelas — a genre full of passion and heart — felt really special. Adding glossy, juicy lips to all that melodrama was unexpected, joyful, and just plain fun.”
“e.l.f. Cosmetics is a bold brand with such a fun sensibility that being invited into this campaign on one of the world’s biggest stages was an absolute honor,” said Gonzalez. “Getting to celebrate Latino storytelling through humor, heart, and a full-on telenovela lens - alongside someone as fearless as Melissa McCarthy - felt both meaningful and wildly fun.”
“It felt like a dream come true. I realized it wasn’t just a professional opportunity; it was a recognition of my journey and my roots,” said Cantoral. “Being a Latina on a stage this big, like the Big Game, means so much to me. e.l.f. represents progress. It shows that beauty can be powerful, inclusive, and accessible at the same time. Thank you e.l.f. y viva Mexico.”
“Melisa,” brought to life by e.l.f. partner agency 72andSunny Amsterdam, leans into genuine telenovela and soap opera production tropes, shot in 30 frames per second with hyper-saturated color and the most unnaturally even lighting imaginable – all adding to melodrama. It was directed by Tim Heidecker from Tim & Eric with creative consulting by Santiago Fabregas. Ellen K, the host of the Ellen K Morning Show, is the familiar voice on the radio.
The streaming spot on Peacock during the Big Game serves as the ignition point for the full campaign that will also span TV, social and digital channels.
The 2026 campaign builds on e.l.f.'s Big Game legacy:
In 2023, as one of the only beauty brands to participate, e.l.f. disrupted the space with a sticky advertisement demonstrating that beauty belongs everywhere
In 2024, "Judge Beauty" delivered the verdict that it's a "crime" to overpay for makeup
In 2025, “the e.l.f.time show” was a multi-pronged, disruptive, never-before-seen Ultimate Watch Party with a live-production, second-screen experience
Be sure to tune in Sunday, February 8, 2026, on Peacock. Follow the conversation on Instagram, Facebook, TikTok and YouTube. Check out our Zero Distance interview with Cantoral on e.l.f.’s Substack later today.
Watch “Melisa” for the Big Game here.
* Circana Receipt Panel Complete Consumer –All Venues 52W Ending 12/29/2024
** The two-week promotion begins Feb. 3, 2026. The one-month Super Duolingo subscription is open to all e.l.f. Beauty Squad loyalty members. Sign up here.
*** L52WE Jan 3, 2026
About e.l.f. Cosmetics
e.l.f. Beauty (NYSE: ELF) is fueled by a belief that anything is e.l.f.ing possible. We are a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. e.l.f. Cosmetics, our global flagship brand, makes the best of beauty accessible to every eye, lip and face by bringing together the best of beauty, culture and entertainment. Our superpower is delivering universally appealing, premium quality products at accessible prices that are e.l.f. clean and vegan, all double-certified by Leaping Bunny and PETA as cruelty free. We are proud to have products made in Fair Trade Certified™ facilities. Learn more at www.elfcosmetics.com.
View source version on businesswire.com: https://www.businesswire.com/news/home/20260202873348/en/
Media
Hannah Rubin
hrubin@elfbeauty.com
Original: e.l.f. Cosmetics Unveils Telenovela-Inspired Big Game Campaign Starring Melissa McCarthy Ahead of Halftime
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