Welcome to our dedicated page for e.l.f. Beauty news (Ticker: ELF), a resource for investors and traders seeking the latest updates and insights on e.l.f. Beauty stock.
e.l.f. Beauty, Inc. reports news on its multi-brand beauty business, including cosmetics, skin care and beauty accessories sold through retail and e-commerce channels. The company’s portfolio includes e.l.f. Cosmetics, e.l.f. SKIN, Keys Soulcare, Well People, Naturium and rhode, with products positioned around accessibility, clean and vegan formulations, and broad consumer reach.
Recurring updates cover financial results, brand launches, retail distribution, product collaborations, creator and athlete partnerships, and culture-led marketing campaigns. Company news also highlights rhode retail expansion, e.l.f. Cosmetics sponsorships and entertainment initiatives, and the brand portfolio’s efforts to connect beauty products with sports, music, social media and consumer community events.
e.l.f. Beauty (ELF) brand rhode will launch at Sephora across Europe and the U.K. on September 30, 2026, adding limited-edition and exclusive products.
To celebrate the rollout, Sephora customers in Europe and the U.K. get early access to the previously limited Peptide Lip Tint in Pretzel on September 30, ahead of its global permanent launch on rhodeskin.com October 1 and other retailers October 8, 2026. The launch also introduces a Sephora-exclusive Baby Bubble Bag in Pretzel and a limited return of Peptide Lip Tint in Lemontini, both available only at Sephora in Europe and the U.K. alongside rhode’s core skincare and hybrid makeup assortment. rhode, acquired by e.l.f. Beauty for $1 billion in 2025, positions these products within Sephora’s broad prestige beauty network.
e.l.f. Beauty (ELF) will launch e.l.f. Cosmetics in Brazil exclusively with Sephora starting September 29, 2026.
e.l.f. Cosmetics becomes the first mass color brand carried by Sephora Brazil, positioning its prestige-style, affordable products for nationwide exposure. e.l.f. Beauty reports that international sales penetration across its brands has doubled over the last five years to 21% of net sales, and views Brazil as a high-potential market. Sephora Brazil, described as reaching roughly 17% of the Brazilian population, will offer e.l.f. Cosmetics in select stores and through sephora.com.br, extending the company’s Latin American presence beyond its No. 1 cosmetics brand ranking with Sephora in Mexico.
e.l.f. Beauty (ELF) brand Naturium is expanding its North American retail presence with launches at Sephora Canada and exclusive distribution at Sephora Mexico beginning September 9.
The brand debuts in Mexico only through Sephora Mexico stores and Sephora.com.mx, while simultaneously broadening its online and in-store footprint across Sephora Canada. With these two markets, Naturium is now available in six regions globally. Sephora locations in Canada and Mexico will carry several of Naturium’s bestselling products, including Glow Getter body care, Multi-Peptide Moisturizer and Vitamin C Complex Serum. Naturium is also supporting the Canadian launch with a nationwide brand campaign, creator partnerships, and an experiential activation on September 12 in Toronto.
e.l.f. Beauty (ELF) launched the “Unglammy Valley” campaign to promote its Soft Glam Satin Foundation, using a horror‑meets‑humor narrative about mismatched foundation and starring actress Sara Waisglass.
The medium-buildable coverage foundation is available in 36 shades, is priced at $8/£9/€10, and, based on internal DTC data from June 2024 to August 2026, had one unit sold on elfcosmetics.com every 8 minutes. The formula includes 1% Hydrating Hibiscus Complex plus guava, blueberry and goji berry extracts, and is designed to hydrate without clogging pores. e.l.f. is also partnering with Alta, an AI-powered virtual closet platform, to feature the Soft Glam collection in digital beauty wardrobes. The 360° campaign will run across TV, streaming, YouTube, social media and activations in the US, Canada, UK and Germany.
e.l.f. Beauty (ELF) is expanding its Change the Board Game initiative through a new 12-week student-led DeCal course at the University of California, Berkeley, developed with the Undergraduate Marketing Association and The Berkeley Forum to expose students to modern corporate leadership and board pathways.
The program aims to help double the rate at which women and people of color join U.S. public company boards by 2027 by broadening networks, knowledge and access. e.l.f. Beauty highlights that its own board is at least 60% women and 40% diverse, versus U.S. averages of 28% women and 26% non-white directors. Since 2024, almost 500 leaders have joined the Change the Board Game coalition, more than 60 executives have participated in a two-year Accelerate board-readiness program, and 58% of its graduates now serve on boards.
e.l.f. Beauty (NYSE: ELF) announced that its brand rhode will launch at Sephora online and in most stores across Europe on Wednesday, 30 September 2026. The rollout covers 19 new European countries, expanding on rhode’s 2025 Sephora launch in the U.S., Canada, and the U.K.
rhode will be exclusively available at Sephora in Europe, which will carry its core skincare, blush, and new Pocket Bronze and Highlight Milk collections. According to rhode, it is the No.1 overall skincare brand in the U.S. by EMV and the number one beauty brand in Sephora North America and the U.K. The expansion follows e.l.f. Beauty’s approximately $1 billion acquisition of rhode in 2025.
e.l.f. Beauty (NYSE: ELF) and women’s sports consultancy Parity released a large-scale research report, “Girls Who Play Change the Game,” linking girls’ sports participation to women’s workplace outcomes. The study surveyed more than 9,500 respondents across the U.S., Canada, Germany and the U.K., including Everyday Athletes, pro women athletes and board members.
According to e.l.f. Beauty, women who played sports for at least three years before finishing high/secondary school are more likely to hold leadership roles, aspire to senior positions and negotiate salaries, and frequently credit sports-learned skills for career advancement. The report will debut at the Power of Women’s Sports Summit, where e.l.f. is presenting partner.
e.l.f. Brands (NYSE: ELF), which includes e.l.f. Cosmetics, e.l.f. SKIN and e.l.f. Hair, will host its first state fair activation at the Minnesota State Fair, where it is the only official beauty brand sponsor. The eyes.lips.fairgrounds. experience will run August 27–30 and target nearly 2 million attendees.
The activation features a 10-foot-tall pickle jar inspired by e.l.f.’s three pickle-themed Glow Reviver Melting Lip Balms and branding on the Skyride gondolas, with QR codes linking to giveaways of Fine as Fleck Glitter Eyeshadow (while supplies last). According to e.l.f., this is its first consumer activation of this scale to include e.l.f. Hair, and it plans a follow-up state fair-themed activation in Dallas, Texas, in October.
e.l.f. Beauty (NYSE: ELF) is relaunching its viral pickle-inspired Glow Reviver Melting Lip Balm with three new limited-edition flavors and a themed sponge, following an earlier drop that sold out in 8 minutes and attracted 77% new purchasers.
The collection launches August 20 online in the US and UK, expands into Ulta Beauty stores in the US on August 23 with a gift-with-purchase offer, and rolls out to Boots in the UK on August 26 and DM in Germany on September 24. e.l.f. will also host a pickle-themed activation at the Minnesota State Fair from August 27–30.
e.l.f. Beauty (NYSE: ELF) reported first quarter fiscal 2027 net sales of $479.4 million, up 36% year over year, marking its 30th consecutive quarter of net sales growth. Gross margin rose about 1,400 bps to 83%, including roughly 1,050 bps benefit from IEEPA tariff refunds, with additional gains from pricing and lower tariff rates.
GAAP net income was $66.6 million with diluted EPS of $1.12, while adjusted net income reached $104.6 million and adjusted diluted EPS $1.75. Adjusted EBITDA was $168.2 million, or 35% of net sales, up 93% year over year. Operating cash flow was $111.7 million.
As of June 30, 2026, cash and cash equivalents were $344.2 million and total debt $834.2 million. e.l.f. Beauty raised its fiscal 2027 outlook to 18–20% net sales growth and now expects net sales of $1.938–1.968 billion, adjusted EBITDA of $401–407 million and adjusted EPS of $3.50–3.55, all above prior guidance.