After Earnings e.l.f. Beauty’s Billion-Dollar Glow-Up: CFO Mandy Fields on rhode, Tariffs & Global Expansion
Oct 27, 2025
Mandy Fields, CFO of e.l.f. Beauty, shares insights on the brand's remarkable growth, spotlighting their marketing strategy that skyrocketed investment to about 25% of net sales. She discusses the successful partnerships with celebrity founders like Hailey Bieber and Alicia Keys, and how e.l.f. navigates the complexities of tariffs and global expansion. Mandy reveals the rationale behind the $1 billion acquisition of rhode and the challenges of managing celebrity-led brands, all while maintaining a diverse consumer base and driving innovation in the beauty industry.
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Italy Primer Surprise
- When e.l.f. launched in Italy, local retailers doubted primer demand but power grip primer became number one seller.
- Mandy Fields uses that example to show community demand can outpace retailer assumptions.
rhode's Big Sephora Launch
- rhode launched in all U.S. and Canadian Sephora doors on Sept 4 and exceeded expectations.
- Mandy Fields highlights the brand's profitability and e.l.f.'s plan to invest in marketing and Sephora expansion.
rhode's High-Leverage Product Strategy
- rhode built $200M in three years DTC with only ~10 products, showing SKU efficiency.
- Mandy Fields sees Sephora distribution and global rollouts as key growth levers.