E.l.f. Beauty projects 22% to 24% fiscal '27 net sales growth as rhode expands in Sephora Europe

Cosmetics firm Elf Beauty has raised its sales forecast for the year, citing a successful marketing campaign and international expansion as key drivers of growth. The Oakland, California-based company reported a 51% increase in net sales to $520.8 million, surpassing Wall Street's estimate of $470.3 million. Elf's CFO Mandy Fields attributed the growth to strong performance in US and international retail and e-commerce sales.

The company's prestige brand, Rhode, has seen particular success, with 75% of its customer base outside the US. Fields noted that younger shoppers are gravitating towards prestige cosmetics and skincare brands, a trend that Elf is also experiencing with Rhode, which it acquired last August. To capitalize on this trend, Elf reinvested $52 million in IEEPA tariff refunds into marketing efforts and reduced the price of approximately 10% of its products.

However, Fields indicated that these one-time tariff refund payments are not expected to continue at the same level next year, and the company will adjust its marketing spend accordingly.

Elf's expansion strategy includes the acquisition of Rhode by LVMH to sell in over 19 European countries through Sephora stores, currently occupying less than 40% of Sephora locations. Although Elf anticipates a compression in gross margins as Rhode expands to more physical stores, the company remains confident in its profit margins. On the earnings call, Elf's CEO Tarang Amin revealed plans to extend the brand's reach to other stores, employing a similar strategy to its skincare line expansion.