Rhode targets $1 billion sales with global expansion and innovation

Rhode is pursuing $1 billion in global sales by expanding internationally and launching innovative products, according to wwd.com.

The brand was acquired by E.l.f. Beauty in May 2025 for $1 billion, and its CEO Nick Vlahos said Rhode is on track to become the fastest beauty brand to reach that sales milestone.

E.l.f. Beauty reported a 51% increase in net sales to $520.8 million in the second quarter of fiscal year 2027, with Rhode's expansion into Sephora North America and Europe contributing significantly to growth, according to chairman and CEO Tarang Amin.

Rhode's launch into Sephora Europe covered 19 countries, marking the largest launch Sephora has ever seen and the first time Sephora Europe outperformed Sephora North America, Amin noted.

Vlahos highlighted strong repeat sales across multiple product categories, including lip and skin care, as a sign of momentum in all launched markets.

Rhode's net sales exceeded $500 million over the 12 months ending June 2026, up from $212 million in the year before the acquisition, according to company disclosures.