Rhode Posts Record $27 Million in Sales Through DTC Channel
Rhode, the beauty brand founded by Hailey Bieber, generated USD 27 million in revenue in a single day through its direct-to-consumer sales channel, while expanding its growth in Europe to 19 new countries.
Beauty brand Rhode, founded by Hailey Bieber, generated USD 27 million in direct-to-consumer sales in a single day, while expanding its presence in Europe to 19 new countries.
Beauty brand Rhode, founded by Hailey Bieber, attracted attention with its single-day direct-to-consumer (DTC) sales performance of USD 27 million. Following this success, Rhode's parent company e.l.f. Beauty announced that the brand will be made available for sale in 19 new European countries through Sephora starting in September.
According to e.l.f. Beauty's financial results for the first quarter of fiscal year 2027 ending 30 June 2026, the company's net sales reached USD 479.4 million, representing a 36 percent year-over-year increase. The company thus continued its growth for the 30th consecutive quarter.
DTC model drives growth
According to data disclosed by the company, Rhode's summer collection generated USD 27 million in revenue on its first day of sales exclusively through the brand's official website. Approximately 90,000 new customers were acquired on launch day, while more than 70 percent of sales were completed by existing customers. These results demonstrate that the brand continues to reach new consumers while retaining its loyal customer base.
Expanding physical store network in Europe
Rhode is expanding its physical retail network to Europe following its entry into Sephora stores in North America and the United Kingdom at the end of 2025. Starting in September, the brand will reach consumers in 19 additional European countries through a partnership with Sephora. This expansion is noted as one of the important steps in Rhode's international growth strategy.
e.l.f. Beauty: Rhode among key growth drivers
In his remarks at an investor meeting, e.l.f. Beauty Chief Executive Officer Tarang Amin described Rhode as "one of the most special consumer brands he has seen in his career," while noting that the brand is one of the company's most important growth drivers. The company announced that Rhode contributed approximately USD 160 million to the first quarter financial results.
Rhode, acquired by e.l.f. Beauty for approximately USD 1 billion in 2025, is ranked among fast-growing brands in the global beauty sector due to its limited product portfolio, digital-focused sales model and strong brand community.
Sources
Marketing Türkiye
e.l.f. Beauty Investor Relations – Financial Results
Vogue Türkiye
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