Tarang Amin, Chairman/CEO, E.l.f. Beauty speaks onstage during The Business of Beauty Global Forum 2025.
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During e.l.f. Beauty’s fiscal 2026 earnings call, its chairman and CEO Tarang Amin highlighted several strong performance indicators, but one remarkable figure stood out: the group has averaged 20% of net sales growth per quarter for the past seven years. That’s 29 quarters of consecutive double-digit growth. That makes e.l.f. one of just six public consumer goods companies to enjoy such continuous growth.
The company is showing little sign of slowing down. During the call, Amin announced: “All five of our brands grew this year, with Rhode and Naturium delivering particularly strong results and reinforcing the power of our expanding brand portfolio. The whitespace opportunity in front of us across brands, categories, and geographies gives us great confidence in the runway ahead.” So, what is e.l.f Beauty doing so well?
A Strong Portfolio Led By Innovation And Disruptive Marketing
The group now boasts a diversified portfolio of strong-performing brands. E.l.f cosmetics achieved +25% in net sales for fiscal year 2026, reaching $1.8 billion in global retail sales while growing market share. E.l.f skin grew its sales to $200 million and is the 11th-largest mass skincare brand in the U.S. according to Nielsen data shared by the group. Naturium, the biocompatible skincare brand acquired three years ago, reached $250 million in global retail sales and is one of the fastest-growing skincare brands in the U.S.
The group’s latest star acquisition, Rhode, delivered $500 million in the same period, with 80% growth in net sales year-on-year. It has become the number one beauty brand at Sephora, leading to frequent out-of-stocks and purchase limits to avoid empty shelves amid overwhelming demand for the brand since it launched at Sephora. As explained by Amin, Rhode’s playbook is built on highly selective product drops, consumer-demand-driven innovation, strong ingredient-led positioning, and polished, culturally resonant campaigns.
Amin also reiterated the group’s long-standing strategy: delivering prestige-quality products at accessible prices through fast-paced innovation and disciplined pricing. It does so by placing strong emphasis on innovation while always looking at pricing mechanisms to lower prices for consumers.
In addition to strong operational discipline and focus on innovation, e.l.f Beauty manages to scale while staying relevant with consumers. Its sense of cultural momentum and community-building is unparalleled. According to YPulse, the e.l.f brand is the most purchased brand among Gen Z and Gen Alpha consumers, highlighting how strongly it resonates with younger audiences. Its experiential marketing activations are undoubtedly helping foster brand equity and loyalty, with the brand’s presence at Coachella reinforcing its position within culturally influential moments. Rhode is another community-building and marketing masterclass that needs no more introduction.
A Start-Up Culture Boosting Purposeful And Efficient Execution
It seems Tarang Amin’s leadership is without a doubt a key factor behind the group’s success. Employees, investors, and industry peers consistently seem praise Amin’s vision and leadership style, fostering a sense of strong culture and empowerment within the company.
For context, Amin became CEO in 2014 and took the company public in 2016. Since then, its market capitalization has grown from $1.27 billion to around $3 billion, with a high of $12 billion in 2024 when the company was experiencing hyper-growth momentum. With 30 years of experience at consumer goods companies like P&G, he is known for his clear strategic vision, clarity and sense of purpose when it comes to building and scaling brands. Moreover, he has taken a vocal stance on inclusivity, defending it as a core business value rather than a matter of public perception. This has helped e.l.f Beauty solidify its reputation around diversity and inclusion, an area where many large brands struggle to maintain credibility.
New Growth Avenues: Geographies, Innovation And Pricing
So far, Rhode is in less than 20% of Sephora’s global store footprint. Its expansion into Europe through Sephora is expected to generate substantial growth for the brand in the next year. In addition, the elf brand still has much room to grow across international markets, with the U.K., Canada and Germany being key growth markets.
The group also announced it is accelerating its innovation pipeling, aiming to launch new products in the fall and drive demand. In addition, it is exploring pricing opportunities to deliver value and drive further sales growth.
Kory Marchisotto, President of e.l.f. Brands, emphasized the company’s commitment to expanding its brand across categories and geographies. “Our strategic investments in innovation and digital transformation are pivotal to our sustained growth,” she stated during the earnings call.
Overall, e.l.f. Beauty has managed to combine accessible pricing with prestige-level product offerings while fueling a powerful marketing engine and operating with startup-speed execution—an equation many consumer brand groups can only envy.