In a major move, E. l. f. has decided to buy Rhode, the skincare brand founded by Hailey Bieber, for a whopping $1 billion. This deal is a big step for E. l. f. , which has been growing fast since it started in 2004. E. l. f. is known for its affordable, high-quality products, and this purchase is a way to keep that momentum going. Rhode, on the other hand, has made a splash in the beauty world with its high-tech, yet affordable skincare products. The brand has only been around since 2022, but it's already a favorite among young consumers, especially those in Gen-Z. Rhode's success comes from its unique products, like the Pocket Blush and Glazing Milk essence, which have become must-haves. The brand's upcoming launch in Sephora stores across the US, Canada, and the UK is another sign of its growing popularity.

E. l. f. has been on a roll, with sales growing for 25 straight quarters. However, there are signs that this rapid growth might be slowing down. In the fiscal year 2025, E. l. f. 's sales increased by 28%, which is impressive, but it's a drop from the 77% increase in 2024. This deal with Rhode could be a way to boost sales and reach a younger audience. E. l. f. has a history of acquiring other brands, like Naturium, and this move with Rhode fits into that strategy. The acquisition will also give E. l. f. a foothold in Sephora stores, which is a big deal in the beauty industry. Rhode's products are priced higher than E. l. f. 's core offerings, which could help increase the company's gross margin. This deal is a win-win for both brands, as E. l. f. gets a popular, growing brand, and Rhode gets the resources to expand even further.

The beauty industry is always changing, and this deal shows how companies are adapting. With the rise of social media, brands like Rhode have been able to build a strong following quickly. Hailey Bieber's influence has been a big part of Rhode's success, but the brand's products have also stood out on their own. The deal also comes at a time when the beauty market is facing some challenges. Many brands have struggled to find buyers, and the industry is entering a downturn. E. l. f. 's move to acquire Rhode could be a sign of things to come, as companies look for ways to stay competitive. The acquisition will also give E. l. f. a stronger presence in the skincare market, which has been growing in recent years. With this deal, E. l. f. is showing that it's not just about affordable makeup anymore, but also about high-quality skincare.

Rhode's success is a testament to the power of social media and influencer marketing. Hailey Bieber has been a beauty lover for a long time, and her knowledge of the industry has been a big part of Rhode's success. The brand's products have become popular not just because of Bieber's influence, but also because they work well. Rhode's lip treatments, for example, have been a hit with consumers, and the brand's phone case has also become a must-have. The deal with E. l. f. will allow Rhode to reach even more people, and it will also give the brand the resources to continue innovating. E. l. f. has a history of supporting the brands it acquires, and this deal with Rhode is no different. The company has said that it will continue to invest in Rhode's marketing and product development, which is a good sign for the brand's future.

A New Beauty Powerhouse: Rhode Joins E. l. f.

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