Elf Beauty's Rhode Seen With Record Launch Sales at Sephora -- Market Talk
Dow Jones
Sep 24
1555 ET - Elf Beauty's Rhode brand marks Sephora's biggest launch to date, capturing spend from established brands and shifting market share, Jefferies analysts say in a note. Rhode generated more than $10 million in retail sales during its first two days at Sephora, more than double the retailer's previous launch record, the analysts say, citing YipitData. About 40% of Sephora's Rhode buyers shifted their beauty spend from retailers like Ulta and Target, and Rhode also took share from brands like Summer Fridays, Laneige and Caudalie, they say. Such a successful launch could pave the way for upward estimate revisions for Elf, they say. (kelly.cloonan@wsj.com)
(END) Dow Jones Newswires
September 23, 2025 15:55 ET (19:55 GMT)
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