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$ELF (+0,5%)

Even though consumer goods aren't my preferred sector, I remain invested in e.l.f. Beauty.

Rhode, the cosmetics brand founded by Hailey Rhode Bieber and part of e.l.f. Beauty (NYSE: ELF), announced today that its collection of highly effective, skincare-focused products will be available starting Wednesday, September 30, 2026, at Sephora online and in most Sephora stores across Europe, following the brand’s launch at Sephora in the U.S., Canada, and the U.K. in 2025. This expansion through Sephora in Europe increases rhode’s global presence in brick-and-mortar retail and represents a significant next step for the brand.

Starting September 30, in addition to its existing markets in Canada, the United Kingdom, and the United States, rhode will be available at Sephora in 19 additional countries: Belgium, Bulgaria, Croatia, the Czech Republic, Denmark, France, Germany, Greece, Italy, Luxembourg, Monaco, Poland, Portugal, Romania, Serbia, Spain (including the Canary Islands), Sweden, Switzerland, and Turkey.

rhode’s expansion through Sephora in Europe builds on the brand’s years of momentum across the continent. Last year, rhode hosted a beach club in Mallorca, an immersive pop-up that brought the world of rhode to life for European audiences. This summer, the brand capitalized on this enthusiasm with the rhode Summer Station Tour along the Amalfi Coast and in Copenhagen, where many locals accepted the invitation to participate in rhode’s very first brand experiences in Italy and Denmark.

rhode will be available exclusively at Sephora in Europe, building on the strong partnership that has developed since the brand’s launch in 2025 through historic and unprecedented sales successes at Sephora in the U.S., Canada, and the U.K. To this day, rhode remains the No. 1 cosmetics brand at Sephora in North America and the UK.

rhode kündigt offiziellen Starttermin für Ausweitung seiner Einzelhandelspräsenz bei Sephora in Europa an | boerse-social.com

Here's the hottest stuff from e.l.f. Beauty
$ELF (+0,5%) (NYSE: ELF) Q1 FY2027 Earnings Release, delivered fresh on August 5, 2026, after the U.S. market closed:

🚀 Top-Line Performance & Growth Streak

The high-flyer of the cosmetics industry is once again hitting the turbo in the first quarter of fiscal year 2027 (ended June 30, 2026) and blowing analysts’ expectations out of the water:

Total revenue: Climbed by +36% YoY to $479.4 million (up from $353.7 million in the same quarter last year) and blew the consensus estimate of ~$433 million out of the water!

Consistent winner: This marks the 30th consecutive quarter of continuous revenue and market share growth in the U.S.

Drivers: Sustained high demand through retail and e-commerce channels in the U.S. home market as well as in the rapidly growing international business.

🔮 Profitability & Tariff Effect (Margin Skyrockets)

In terms of profit, e.l.f. drastically exceeded estimates, though it also benefited significantly from one-time effects:

GAAP Diluted EPS: Reached $1.12 per share (compared to $0.58 in the same quarter last year) – Wall Street had expected an average of only ~$0.71–$0.72!

Gross Margin: Soared to a phenomenal 83% (an increase of about 1,400 basis points). The main driver here was refunds of previously paid import duties (IEEPA Tariff Refunds).

Adjusted EBITDA: Soared by +93% YoY to $168.2 million .

🤖 Guidance Upgrade

Thanks to the extremely strong start to the new fiscal year and high demand, management is raising its guidance for the full year 2027:

Revenue & Profitability: Management is raising its full-year guidance for both total revenue and adjusted profit.

⚡ 💡 Jack’s take

What a monster beat & raise from the beauty sector! e.l.f. Beauty is growing by +36% in a macroeconomic environment that’s not exactly easy and, with a tailwind from duty refunds, is delivering a gross margin of 83%. The fact that the full-year forecast was raised right in the first quarter shows that the hype surrounding affordable, viral drugstore hits and brands like Naturium shows no signs of slowing down!

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💄 e.l.f. Beauty Q4 2026 Earnings: another Beat! 🚀

e.l.f. Beauty yesterday (May 2026) presented its Q4 and full-year figures for fiscal year 2026. For the **29th quarter in a row**, the cosmetics brand managed to grow net sales. Both profits and sales exceeded Wall Street expectations.

Key Q4 figures in a row:

* Revenue:$449.3 million (Expected: $423.2 million) - up 35% YoY! 📈

*Earnings per share (EPS): $0.32 (Expected: $0.29) - a positive surprise of over 10%. *(Though lower than last year's $0.78 due to higher marketing costs and investments).

* Gross margin: Increased to 73%(+140 basis points YoY).

* Adjusted EBITDA: $59 million(was $81 million in Q4 last year).

🔥 Key Takeaways for Investors.

* International Explosion: International sales shot up by a whopping 75% YoY. Huge opportunities remain in the UK and Germany.

* Market share: In the U.S., e.l.f. now has 13% market share in "mass color cosmetics. At their oldest partner Target, it is already 21%, which shows how much room there still is at other retailers.

* Margin pressure:Profitability was slightly under pressure this quarter due to significantly higher marketing spend, digital investments and challenges around product innovation in the spring.

* Whole fiscal 2026:Total annual sales increased 25% to $1.76 billion. This makes it the *7th consecutive year of market-leading growth for the company.

🔮 Outlook.

e.l.f. remains optimistic, accelerating new product launches for fall 2026 to take full advantage of the holiday season. Despite potential pressure from tariffs and marketing costs, the organic growth engine continues to run hard.

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Well, we will remain invested. While the empire grows. @Dividendenopi
@Semos25

My dears,

Let someone tell you that the CEO plays no role in his choice of companies.

Affordable cosmetics brand elf has achieved something that baffles many retailers: How to win over the ever-demanding Generation Z.

elf's recipe for success includes low prices for high-quality products, viral TikTok copies of expensive brands' products and popular marketing campaigns that appeal to the youngest customers. With 28 consecutive quarters of sales growth, the strategy seems to be working.

Last May, however, elf Beauty took a huge - and extremely costly - gamble and entered a completely new business segment. The company invested one billion dollars in the acquisition of rhode, a make-up and skincare brand founded by Hailey Bieber. It is a brand that eleven usually copies.

The acquisition is an important part of elf CEO Tarang Amin's plan to build the company into a 21st century beauty company: inclusive, designed for and by Generation Z and a trendsetter rather than a copycat.

"We want to be a different cosmetics company," Amin told CNN at the company's headquarters in Oakland. "We will build brands that challenge norms, shape culture and connect communities."

But Elf faces some challenges, including looming tariffs and a government that rejects any efforts toward diversity, equality and inclusion. And with sales growth of copycat products slowing, the company's future as an industry giant depends on Rhode's success.

Virality as a key factor

Amin, who was born in Kenya, has Indian roots and immigrated to the United States as a child, became CEO of elf in 2014. He is at the heart of the company's marketing machinery - and at a time when cheap dupes and beauty hacks are spreading like wildfire on social media, marketing is just as important as developing new products.

He told CNN that he places great value on an open company culture and relies on the expertise of his young employees. Every two weeks, he holds a staff meeting where his predominantly Generation Z employees (whom he affectionately calls "Ellfz") do breathing and stretching exercises together. Every employee can participate in conference calls to test and evaluate new products, and so far there have been no leaks.

"Some people who came to us from larger companies were shocked. They said: 'My God, these are your atomic codes'," said Amin. However, as he is not a make-up fan himself, he relies entirely on his young, dedicated employees, who know exactly what customers want.

In his early days at elf, Amin's head of marketing told him that the company needed to be on TikTok because that's where Generation Z was. "And my response was: 'Well, if Generation Z is there, absolutely. But what is TikTok actually?" said Amin.

The company has changed a lot since then. In 2019, the entire business model was restructured. The 22 brick-and-mortar stores were closed, the money saved was invested in marketing and relationships with major retailers such as Target and Walmart were strengthened.

The company's duplicates were also very popular online around this time. Elf launched a long list of products that quickly became coveted products during the rise of TikTok, including the Poreless Putty Primer for $11 (Tatcha's comparable product costs $55) and the Halo Glow Liquid Filter for $14 (compared to Charlotte Tilbury's Hollywood Flawless Filter for $50).

The dupes, coupled with clever marketing campaigns, made for a big hit with Generation Z consumers: "We sometimes say we're an entertainment company that also happens to sell beauty products," said Amin.

A major acquisition

Virality is what Rhode and elf have most in common, and it is a key factor in the emergence of a modern beauty giant.

Rhode became an instant hit after Bieber's launch in 2022, generating net sales of $212 million in its last financial year with just ten products. The viral hype around products like Rhodes Glazing Milk face serum - as well as the enthusiasm for Bieber's personality - even prompted fans to camp out overnight at pop-up events.

"People are buying the whole brand, the whole lifestyle and the products," Amin said.

That's why Amin believes elf can be successful at both Dollar General and Sephora , where rhode recently launched. Amin explained that elf is currently looking at 120 different brands for potential acquisitions - a sign that its vision for elf goes beyond its core business of high-end beauty fragrance brands.

Nevertheless, the acquisition of Rhode represents a very different kind of acquisition for elf, which has previously acquired skincare and clean beauty brands Naturium, Keys Soulcare and Well People.

Notably, Rhode is in the "affordable luxury" segment: starting at $20 for lip treatments, $32 for Glazing Milk and up to $38 for a Caffeine Reset Sculpting Cream Mask.

For eleven, Rhode's success is crucial - literally. Rhode contributed $128 million to the company's sales growth in the third quarter, and the sales forecast for this year has been raised to $265 million, representing growth of up to 70%. The original beauty brand of eleven, on the other hand, only recorded growth of 2% in the third quarter of 2026.

Political pressure and increased efforts for diversity

Last August, elf raised its prices by one dollar in response to the tariffs imposed by the Trump administration. (Three-quarters of products continue to cost $10 or less.) At the time, about 75% of elf products were made in China, which is at the center of President Donald Trump's chaotic trade war.

The company made a point of explaining the spike in posts on social media due to the tariffs - a marked contrast to other U.S. retailers who were banking on creeping price increases and a kind of "shrinkflation." This came at a time when the White House was cracking down on business leaders who spoke openly about the cost of tariffs.

"Consumers are smart," Amin said. "When you try to put a different spin on it, put a different spin on it, it actually gets in the way of the real dialog we're having with our community."

Meanwhile, the workforce of eleven is also a political statement. After Trump targeted DEI programs in the public and private sectors, many companies publicly withdrew from such initiatives.

But Amin has followed up. He says elfz are 76% women, 74% members of Generation Z or millennials and 44% are from diverse backgrounds. (He also grants every employee shares in the company, giving them a stake in its success).

And in the spirit of elf, the promises of gender equality and inclusion were accompanied by a cheeky advertising campaign. In 2024, elf launched the "Sooo many Dicks" campaign, which pointed out that there are more men named Richard, Rich and Rick on the boards of US public companies than entire groups of underrepresented women. The posters were mainly seen in Wall Street hotspots, such as the Oculus in New York's financial district.

"In fact, it would be riskier if we were to abandon our beliefs," Amin said. "Our community would find out immediately. And they would hold us accountable."

CNN's Clare Duffy contributed to this report.

https://www.cnn.com/2026/02/14/business/elf-beauty-ceo-dei-tariffs-risk-takers

$ELF (+0,5%)
@Dividendenopi
@Semos25

Guys, if you want to hear my personal opinion. For me, Elf Beauty is one of the best consumer goods stocks.

Elf Beauty significantly exceeded market expectations on Wednesday with a 38% increase in sales to USD 489.5 million and at the same time raised its forecast for the full year. The Group's share price initially rose by up to 15% in after-hours trading before giving up most of these gains. Unexpectedly high revenues from the integration of the Rhode brand and adjusted earnings per share of USD 1.24, which were well above the consensus estimate of USD 0.72, were the main reasons for the business performance.

CEO Amin points to 28 quarters of growth and massive gains in market share

The management emphasizes the remarkable consistency of the operational development. CEO Tarang Amin emphasized that the results are not a one-off effect, but part of a long-term success story. "Our Q3 results are a continuation of the consistent, category-leading growth we have delivered over the past 28 quarters," Amin said in his statement. He also defined the strategic pillars of success: "Our value proposition, powerful innovation and disruptive marketing engine continue to drive our brands." This momentum is evident globally, as growth is broadly based across various retail channels as well as in e-commerce.

Hailey Bieber's Rhode brand exceeds plans with USD 128 million sales contribution

At the center of the latest developments is the integration of model Hailey Bieber's skincare brand Rhode. This acquisition, for which Elf Beauty spent around USD 1 billion, is becoming a decisive catalyst in the product portfolio. In the past third quarter, Rhode already contributed USD 128 million to net sales. In this context, Amin explicitly referred to a "record-breaking start for Rhode at Sephora in the UK", which underlines the international scalability of the new division. As a result of this momentum, the company has massively revised its expectations for the subsidiary upwards: Elf Beauty now projects that Rhode will contribute up to USD 265 million to net sales in the current year. This corresponds to an increase of USD 65 million compared to the previous guidance.

A 38% jump in sales leads to an increase in the annual forecast

The 38% jump in sales to USD 489.5 million in the third quarter clearly beat analysts' estimates of USD 460 million. In the same period of the previous year, sales amounted to USD 355 million. Profitability also developed strongly. Net profit rose to USD 74.5 million, compared to USD 43 million in the previous year. In view of this performance, management now expects sales to exceed the previous estimate by a range of USD 42 million to USD 50 million.

The Rhode acquisition is paying off at record speed and cements the growth course

The operating figures demonstrate the immediate profitability of the acquisition strategy: with a contribution of USD 128 million to quarterly sales, the Rhode brand is already recouping more than 10 % of the purchase price in just three months following the USD 1 billion acquisition. The fact that Elf Beauty has raised its sales forecast for this division alone by USD 65 million to USD 265 million shows that the integration is taking effect faster than planned. Despite the volatile share price reaction, the increase in the full-year forecast by up to USD 50 million shows that the combination of core business and new acquisitions is extremely financially resilient.

$ELF (+0,5%) is currently interesting because the company is consistently gaining market share by offering high-end "dupes" at budget prices, ensuring strong growth and high margins even as consumers become more cautious about their spending.