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 (NYSE: ELF) is expanding into fragrance and body care through e.l.f. POP, debuting with a limited-edition holiday collection.
The Tromsø, Norway-inspired “Spicy Bundt Nice” collection includes a fragrance mist and body cream priced at $13 each, plus a $12 travel-size kit. It launched on TikTok Shop US on October 4, 2026. The company plans to release the full e.l.f. POP lineup, featuring additional destination scents, in January 2027.
e.l.f. Beauty (NYSE: ELF) has launched rhode at Sephora, establishing the brand’s first physical retail presence across continental Europe.
The rollout covers 19 new markets, with availability online and in over 500 stores. Previously, purchases in the region were available only through rhodeskin.com. The new markets are Belgium, Bulgaria, Croatia, Czech Republic, Denmark, France, Germany, Greece, Italy, Luxembourg, Monaco, Poland, Portugal, Romania, Serbia, Spain, including the Canary Islands, Sweden, Switzerland and Turkey. Sephora is rhode’s exclusive retail partner in Europe.
e.l.f. Beauty (ELF) brand e.l.f. Cosmetics launched “The e.l.f.ing Magical Sisters,” a seasonal campaign featuring Soft Glam Cream Blush & Bronzer Sticks. The comedy spot stars Priah Ferguson, Keyla Monterroso Mejia and Bebe Wood as modern-day witches.
The campaign was conceived by e.l.f. Made, the company’s entertainment arm, with a script developed in partnership with Anna Drezen and direction by Hannah Levy of Hungryman Productions. It is running across e.l.f. channels, including YouTube, TikTok and Instagram. The featured sticks are available online and through retailers for $7/£7.
e.l.f. Beauty (ELF) launched its cosmetics brand’s second original compilation album, “Mirror Mix,” on September 24, 2026. Seven artists contributed original songs spanning pop, R&B, Latin and rock. The brand’s first album, released in 2024, generated at least 500,000 Spotify streams and 10 million YouTube views.
e.l.f. Cosmetics plans to release “Mirror Mix” on Spotify, Apple Music and Amazon Music, with tracks also available in e.l.f. UP! on Roblox. The brand and Genius plan a live-audience Open Mic event on September 30, 2026, to mark the release.
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.