e.l.f. Beauty's sales surged 36% in the first quarter, reaching $479.4 million, surpassing Wall Street forecasts. This growth is significantly driven by the success of Rhode, the skincare and cosmetics brand established by Hailey Bieber. Rhode's popularity has exceeded the company's projections, according to CFO Mandy Fields.

The strong performance of Rhode is compensating for a slowdown in sales from e.l.f.'s primary brand. Rhode has particularly captured the attention of Gen Z and younger millennials, but its appeal extends broadly due to Bieber's celebrity influence. Consumers are actively seeking Bieber's recommendations for their beauty regimens.

Fields noted that consumers across various age groups are drawn to Rhode, with women in their 40s also showing significant interest. The brand's success underscores the impact of celebrity endorsement in the beauty market.