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rhode Expands Global Presence to Mexico, its First Entry into Latin America, and Adds Seven European Countries

ELF
  • rhode, owned by e.l.f. Beauty (NYSE: ELF), announces global expansion into Mexico (its first Latin American market) and seven European countries: Belgium, Bulgaria, Croatia, Czech Republic, Portugal, Romania, and Switzerland.
  • The expansion coincides with the global launch of the Summer '26 Collection starting Tuesday, June 9, 2026, at 9 a.m. PST on rhodeskin.com.
  • In e.l.f.'s Fiscal 2026, rhode generated approximately $390 million in net sales, reflecting an 80% year-over-year growth rate.
  • The Summer '26 Collection features bronzed, glow-inspired essentials including Pocket Bronze (the brand's first bronzer) with eight shades, Pocket Brush, Highlight Milk, Limited Edition Bronze Peptide Lip Tints, and three new Peptide Lip Shape shades.
  • Additional limited-edition summer items include the Terry Bag, Terry Towel, and Signature or Snap-On Lip Cases in Colada and Bronze finishes.
  • Customers in new territories can shop the full collection in local currency starting June 9, with future in-person shoppable activations planned for the U.S., Canada, and Europe.
  • rhode was acquired by e.l.f. Beauty for $1 billion in 2025 and remains the No. 1 overall skincare brand in the U.S. by earned media value (EMV).