TIME100 Most Influential Companies 2025: e.l.f. Beauty
E.L.F. made global news when it announced on May 28 that it will acquire Hailey Bieber's skincare and makeup brand Rhode for up to $1 billion—a jaw-dropping number in an industry that's deeply impacted by Trump's tariffs. The deal, which is set to close in 2026, is structured as $600 million in cash and $200 million in E.L.F. stock, with a potential $200 million additional earnout depending on performance over three years. It's strategically designed to give Bieber—like all E.L.F. employees, who receive equity from their date of hire—ownership over the company's success. 'I'm very open with that,' Amin says. 'I want to create wealth for our employees who are driving our results.'
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New York Post
20 minutes ago
- New York Post
Intense backlash to Matt Rife ad left makeup company ‘very surprised,' brand executive says
One executive for makeup brand e.l.f. is trying to turn down the social media temperature after her company's latest ad sparked outrage among users for starring stand-up comic Matt Rife. In an interview with the outlet 'Business of Fashion' (BOF), the beauty brand's chief marketing officer, Kory Marchisotto, spoke about what went wrong with its ad with Rife, explaining that causing outrage was never their intention. 'Obviously, we're very surprised,' she said. 'There is a big gap between our intention and how this missed the mark for some people… We always aim to deliver positivity, and this one didn't.' 'So we find ourselves in a position where, quite honestly, that doesn't feel good for us,' Marchisotto added. The cosmetics brand published the ad on major social media platforms last week. The commercial featured Rife and drag queen Heidi N Closet as ' & Schmarnes,' a spoof lawyer duo in a legal commercial fighting for consumers' rights to inexpensive cosmetic products. 4 Marchisotto said that e.l.f cosmetics was 'very surprised' from the backlash they have received. @elfcosmetics/Instagram However, the clip took major heat from online users, including several major beauty and fashion influencers, who were offended that e.l.f. would employ Rife after he joked about domestic abuse during his 2023 stand-up special, 'Natural Selection.' In the special, the comic told the story of when he and his friend noticed a waitress with a black eye while they were eating at a restaurant in Baltimore. He explained that the two of them questioned why the restaurant owners wouldn't have the employee work in the kitchen to avoid customers asking questions. 'Yeah, but I feel like if she could cook, she wouldn't have a black eye,' Rife joked. 4 The backlash of Rife in the ad is from his previous jokes about domestic abuse. @elfcosmetics/Instagram When people reacted poorly to the joke at the time, Rife doubled down, putting out a statement that directed social media users to a link offering an 'apology' if they had ever been offended by a joke he told. The link brought users to a website where they could purchase special-needs helmets. In response to e.l.f.'s new ad last week, 'Nikkietutorials,' a cosmetics influencer with almost 9 million followers on TikTok, commented, 'aaaaaaandddd you lost me… Matt Rife out of ALL people? so disappointed.' Others trashed the video in its comment sections, too. Maddy Lucy Dann, a TikTok user with 1.4 million followers, wrote, 'In Matt Rife's Netflix stand-up special Natural Selection he opened with a domestic violence joke, implying a woman wouldn't have a black eye if she could cook.' 4 Rife made the controversial jokes during his 2023 stand-up special, 'Natural Selection.' @elfcosmetics/Instagram The beauty brand responded to the backlash, putting out a statement last Wednesday acknowledging that working with Rife was a mistake. 'You know us, we're always listening and we've heard you. This campaign aimed to humorously spotlight beauty injustice. We understand we missed the mark with people we care about in our e.l.f community,' e.l.f. stated. 4 Marchisotto said they went with Rife because 80% of his TikTok audience is female. @elfcosmetics/Instagram During her interview with BOF, Marchisotto explained why e.l.f. went with Rife for the ad campaign. She noted how 80% of Rife's TikTok audience is female, with 75% under the age of 34 – 'right in the sweet spot' of the makeup brand's target audience. Start your day with all you need to know Morning Report delivers the latest news, videos, photos and more. Thanks for signing up! Enter your email address Please provide a valid email address. By clicking above you agree to the Terms of Use and Privacy Policy. Never miss a story. Check out more newsletters The executive added that at the time e.l.f. built its campaign around Rife, he was getting 80% positive engagement from his audience, so the brand thought it was a safe bet. 'We [are] very much known for operating in real time, that's what it means to be in the cultural zeitgeist. So we're not looking in the rearview mirror when we're operating the real-time marketing machine,' she said. Rife has yet to reply to Fox News Digital's request for comment.
Yahoo
27 minutes ago
- Yahoo
Grant Cardone Insists A Home Is 'Not An Investment, It's An Expense, By Definition' — 'I'd Rather Pay $2400 in Rent Than $2400 in Mortgage'
Benzinga and Yahoo Finance LLC may earn commission or revenue on some items through the links below. Grant Cardone has built a multibillion-dollar real estate empire, but he has no interest in owning the roof over his head. The outspoken investor, known for buying and managing thousands of rental units, chooses to rent his primary residence—and says you should, too. "I'd rather pay $2,400 in rent than $2,400 in mortgage," he said in an interview with YouTuber Kevin Cooney, a clip that's since made the rounds on TikTok. "Because I can get out of that rent every 10 months. That mortgage is 30 years." For most Americans, owning a home is the cornerstone of the American Dream. For Cardone, it's just a liability wrapped in granite countertops. He doesn't see the place you live in as a financial asset at all. Don't Miss: The same firms that backed Uber, Venmo and eBay are investing in this pre-IPO company disrupting a $1.8T market — and you can too at just $2.90/share. Warren Buffett once said, "If you don't find a way to make money while you sleep, you will work until you die." Here's how you can earn passive income with just $100. "If you live in your home and you pay the expenses of the home, that is not an investment," he told Cooney. "That is an expense by definition. And by the way, your home should not even go on your net worth statement." Cooney agreed, pointing out the hidden costs that often blindside homeowners. "Our refrigerator breaks, I put a little thing in our portal; new fridge is getting dollied up there," he said. "It's a fixed cost." He added that a friend of his always busts his chops for paying $4,700 in rent while the friend pays $3,500 on a mortgage—but for him, not having to deal with repairs or surprise expenses is worth the premium. Cardone backed him up, saying that friend isn't doing the full math. "He's not counting his HOA fees, he's not counting property taxes, he's not counting out-of-control insurance, he's not counting maintenance," he said. "It's 1% a year. Property taxes 2% a year. So that's 3 points every year." And then there's the mortgage interest. "Pick a number. They all suck dude," he added, referring to rates that can range from 3 to 7 percent. Those costs aren't imaginary. According to Bankrate, the hidden expenses of owning a single-family home now average over $21,000 per year—before mortgage payments. From property taxes to repairs, it's a long list of things that drain your wallet without building equity. Cardone's stance isn't about avoiding debt—it's about who's paying it. "I would rather pay 7% on a mortgage that a renter pays than 3% on my home that I pay," he said. In other words, he's fine with high interest—as long as someone else is covering it. It's a mindset he's repeated for years. In a 2019 interview with DJ Vlad, Cardone delivered one of his most memorable one-liners: "I treat houses like hospitals—you get in, you get out." His reasoning was blunt. "You could live in a house for 15 years with a 30-year mortgage and still owe what the house was worth when you bought it—or worse." Critics are quick to point out that Cardone profits directly from this philosophy. By encouraging the public to rent, he widens the pool of tenants for the very properties he owns. The cash flow goes to him, not the renters. But even if his motives are self-serving, the model is hard to argue with—own the asset, rent it out, and let someone else build your wealth. That formula used to be reserved for moguls with deep pockets and a Rolodex of property managers. Arrived lets regular people get in on the game—owning slices of rental homes without lifting a wrench or hunting down tenants. You can get started with as little as $100, while they handle the headaches and you collect the passive income. Cardone isn't dismissing the value of homeownership—if buying a house aligns with your goals, that's great. He's simply pointing out that renting doesn't deserve the stigma it often carries. For some, it's the smarter financial move. For others, it's about flexibility, avoiding repair headaches, or not wanting to chase down contractors every time something breaks. Maybe it's about not being tied to a mortgage when life changes. Whatever the reason, owning isn't the only path—and renting doesn't make you any less savvy for choosing it. See Next: This HELOC lender lets you borrow, repay, and borrow again —. 'Scrolling To UBI' — Deloitte's #1 fastest-growing software company allows users to earn money on their phones. You can invest today for just $0.30/share. This article Grant Cardone Insists A Home Is 'Not An Investment, It's An Expense, By Definition' — 'I'd Rather Pay $2400 in Rent Than $2400 in Mortgage' originally appeared on
Yahoo
an hour ago
- Yahoo
Why Kids Are Telling Each Other to 'Start Digging in Your Butt Twin' — and Laughing About It
It sounds weird (because it is), but 'SDIYBT' is the latest slang making the rounds with kids—and thankfully, it's not as gross as it seems. Sometimes it feels like today's kids are in a world of their own, with their own ways of thinking, being, and talking. They create their own entertainment, their own celebrities, and—in a way—their own reality. At least, that's what I think after finding out that kids are now telling each other to "SDIYBT." The acronym stands for "start digging in your butt twin" and (understandably) has left many adults confused. The term "SDIYBT" originated from an edit a TikTok user made of a Spongebob Squarepants episode and has since taken off, with tweens and teens making edits of other Spongebob Squarepants clips featuring the acronym. Here's what "start digging in your butt twin" really means, how kids are using it, and whether parents should be concerned. 'SDIYBT' Meaning So what does 'SDIYBT' actually mean, besides "start digging in your butt twin?" Some viral examples show kids using the term to reference a friend that is losing focus. One video with over 1 million views features a teen lip syncing to the popular "SDIYBT" audio with text overlay that reads "Trying to lock in with the boys on a game after a loss." It can also be used to reference someone who has "brain rot" which is an online term that references someone who is perpetually online and adopts all the popular lingo. The stereotype here is that the person who uses "SDIYBT" is sort of mindless. However, most of the time, "SDIYBT" is just another phrase used nonsensically. Ultimately, kids who say it just want to signal a shared culture and say something their friends find funny. Those who have been following along with teen slang trends this year might notice that a lot of terms Gen Alpha/ Gen Z use are nonsensical. Take the popular term "six seven" for instance, which kids have yelled all spring and summer this year—to the dismay of many teachers. Though "SYBIT" and "six seven" have distinct origins that might pass as meaning, these phrases don't actually hold much weight conversationally and are instead used to signal an inside joke among kids. Those who are caught up with the latest memes on social platforms will know what the acronym stands for and laugh when they hear it, and those who aren't (adults or otherwise) will be lost in the mix. So, kids aren't really expecting adults or other kids to start picking at their rear end when they say "SYBIT"—instead they're expecting kids to laugh at the silly meaning behind the acronym, the many memes that come to mind that originated from its usage, and the fact that some adults have no idea what's going on. How Kids Are Using 'SDIYBT' The term 'SDIYBT' may have originated on Spongebob Squarepants, but it has taken a life of its own through social media platforms like TikTok. It was used in several video compilations of Spongebob episodes, where kids will dub over a character's line with "start digging in your butt twin." Kids also began singing it over popular songs like Paramore's "All I Wanted Was You." There are dozens of videos on TikTok that show teens and tweens belting out "start digging your butt twin" during the moment when Paramore's lead singer emotionally shouts "all I wanted was you." So far, I've seen covers of "Stand by Me" and "Runaway," with kids singing "start digging in your butt twin" in harmony with the instrumentals. There's also videos of teens walking up to other teens saying "start digging in your butt twin" and recording their reactions. How Did "SDIYBT" Become Popular? One creator posted a video edit of a scene from the SpongeBob SquarePants episode "Welcome to the Chum Bucket." In the clip, Plankton asks a robot he created after Spongebob to "make him a Krabby Patty." The robot responds with "start digging in your butt twin." The video amassed over 350,000 views in two weeks and TikTokers began creating their own videos using the audio from the original, according to KnowYourMeme. Harmful or Harmless? This isn't the first time kids have repurposed old media to create new slang terms. A few months ago, "rhymes with Grug" was popularized from the 2013 film The Croods. However, teen and tween language moves fast and some parents might be wondering if it's all just in silly fun or if there's something they should be paying attention to. Ultimately, the "start digging in your butt twin" meme is pretty harmless. For most tweens, it's a funny, cheeky way to address friends or immediately gain attention from a group of their peers. Even though it sounds wildly inappropriate, that's kind of part of the appeal. And most younger kids likely don't even fully grasp why it can be seen as inappropriate and just think it's funny to say the word "butt." However, if your child is actively online and interacting with "SDIYBT" memes, you should pay attention. I came across a few videos that veer into adults-only territory, including one that depicted an emoji bending over and showing their (very realistic) bare bottom. And some folks may not understand that it's just a silly acronym and could take offense when children say "start digging in your butt twin" to them. So if you hear your child using the term, it's worth asking them where they heard it and how they use it to gain more insight. Just remember that teen slang moves fast, and by the time they know that you know what it means, it'll already be over. Read the original article on Parents Solve the daily Crossword
