Data behind e.l.f.'s aquisition

e.l.f. Beauty has announced its acquisition of rhode, the skincare brand founded by Hailey Bieber, in a $1 billion transaction. The move strengthens e.l.f.’s position in the prestige beauty space and accelerates its expansion into skincare, content-driven commerce, and Gen Z markets. Here's what you need to know:

• e.l.f. Beauty will acquire rhode for $800 million in cash and stock upfront, with a potential $200 million earnout based on performance over the next three years.

• rhode generated $212 million in net sales in the past 12 months, more than doubling its customer base and becoming the #1 skincare brand in Earned Media Value (EMV) in 2024 with a 367% EMV growth.

• Bieber will remain as Founder and take on expanded roles as Chief Creative Officer and Head of Innovation, while also serving as a Strategic Advisor to e.l.f. Beauty.

• rhode is preparing to launch its first in-store partnership with Sephora stores across North America and the U.K. before the end of the year.

• The deal builds on e.l.f.'s previous acquisition of Naturium in 2023, which doubled the company's skincare presence. The agreement with rhode further diversifies its skincare presence and reinforces its goal to disrupt and democratize beauty across multiple categories.

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e.l.f Beauty and rhode: Growth and Success

The recent acquisition of rhode by e.l.f. Beauty marks a strategic push to strengthen its skincare portfolio and reach a younger, creator-led audience. Here's a closer look at how both DTC beauty brands are performing based on their Charm Growth Score, Charm Success Score and other key metrics.

e.l.f. Beauty

Charm Success Score: 69.98

Fastest-Growing Channel: Facebook

U.S. TikTok Shop Sales YTD: $1.5 million

 

 

e.l.f. Beauty is a bold, accessible beauty company known for delivering high-quality, cruelty-free cosmetics and skincare at affordable prices, with a strong focus on innovation, clean ingredients, and inclusivity.

 

rhode

Charm Growth Score: 75.04

Charm Success Score: 77.21

Fastest-Growing Channel: Facebook

U.S. TikTok Shop Sales YTD: $1.0 million

 

 

Skincare essentials developed by Hailey Rhode Bieber. Each product is designed to nourish the skin barrier, deliver an instant dewy glow, and improve skin texture over time.

 

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