Hailey Mary… 

Turns out, rumors of e.l.f.’s demise have been greatly exaggerated. One year after its stonk got its cheeks clapped to the tune of 29% in a single day, E.l.f. Beauty ust posted its 31st straight quarter of sales growth. Net sales jumped 51% to $520.8M vs. the $470.3M Wall Street expected, and adjusted EPS came in at $1.21 vs. 60 cents, which, holy sh*t.

e.l.f.’s head elf (read: CEO Tarang Amin) told CNBC that “every one of our brands contributed strong growth this quarter.” Every one, Tarang? Last quarter, the OG e.l.f. brand actually shrank. This time, organic sales rose 35% with every brand growing, so… fair.

It’s just that Rhode, the Hailey Bieber skincare brand e.l.f. bought for $1B last year, still tacked on roughly another 16 points of growth by itself. Rhode hit its one-year anniversary with e.l.f. in August, so those free gainz go away from here. Before it did, Rhode blew so far past its earnout targets that e.l.f. booked a $17.7M charge for the extra money it now owes Rhode’s sellers (read: Hailey).

Naturally, the $1 mascara people raised their full-year guidance for the second quarter in a row. They now expect to rake in $2B to $2.03B in sales (up from $1.94B to $1.97B) and adjusted EPS of $3.82 to $3.86 (up from $3.50 to $3.55). International sales went parabolic (+165%) as Rhode landed in Sephora stores across 19 European countries.

Stateside, Tarang says e.l.f. is the most-searched brand on TikTok Shop (thank you for your service, TikTok Shop addicts). Shares popped about 4% after hours, putting the stonk within about $5 of its 52-week high. As for margins, they rose 1.6 points, 0.3 of which came from that sweet, sweet tariff refund money after the Supreme Court tossed #47’s tariffs. e.l.f. expects about $55M in refunds this year and says it used them to cut prices by $1 on about 10% of its units.

Fun fact: That’s the same e.l.f. that raised prices by $1 across its entire lineup in August 2025 because of those tariffs. Meaning, tariffs taketh away a dollar on everything in your makeup bag, and refunds giveth back a dollar on one out of every ten.

Oh, and Tarang told CNBC he’s “very bullish” on the holiday season (read: bricked up for Black Friday). That said, the first quarter is where Rhode counts as “organic.” Translation: If e.l.f. pulls off No. 32 without the training wheels, the shorts can go back to buying $1 mascara like the rest of us plebs.

Until next time, friends…

At the time of publishing, Stocks.News does not hold positions in companies mentioned in the article.