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), through e.l.f. Brands, is continuing its Tottenham Hotspur Women sponsorship for the 2026-2027 season. The partnership enters its second year, with e.l.f. returning as Official Back of Shirt Sponsor.
The company aims to increase visibility and access for women in football. During the season, e.l.f. and Tottenham Hotspur Women plan to continue supporter experiences, content and community initiatives.
e.l.f. Beauty (ELF) brand e.l.f. Cosmetics launched its first virtual styling experience, “Express your e.l.f.,” on avatar-based social platform ZEPETO. The experience is now available and lets players style avatars with digital makeup and accessories inspired by the Power Grip product family. Players can also create photos and videos against custom e.l.f. backgrounds and share them to the ZEPETO feed.
e.l.f. Beauty (ELF) launched an e.l.f. SKIN brand awareness campaign spotlighting its Save Your e.l.f. Hypochlorous Mist through humor. The campaign features actress Samantha Hanratty and music executive and creator Carter Gregory in scenes built around everyday stressors.
The campaign runs across e.l.f. SKIN channels, including YouTube, TikTok and Instagram. The mist is available at elfskin.com for $12. The campaign was developed in-house by e.l.f. Made, with the concept created in partnership with eGen, and directed by Tim Wilkime.
e.l.f. Beauty (NYSE: ELF) is bringing its brands’ eyes.lips.fairgrounds. experience to the State Fair of Texas from October 9–11. The Dallas activation follows its Minnesota State Fair debut in August and will offer product gifts from e.l.f. Cosmetics, e.l.f. SKIN and e.l.f. Hair while supplies last.
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.