Latest news with #MarioDedivanovic
Fashion Network
6 days ago
- Business
- Fashion Network
What Elf's $1 billion Rhode bet means for the future of celebrity beauty
But as more household names, influencers, and makeup artists entered the space, shopper fatigue began to set in. With inflation squeezing incomes, buyers became more selective. Many shifted their focus to skincare, haircare, and niche fragrances, moving away from the color cosmetics that once drove viral trends, such as contouring the face with different foundation shades. Consequently, the market has been upended. Even some brands that, like Rhode, achieved breakout success began exploring exit strategies last year. Yet so far, no deals have materialized for names such as Selena Gomez 's Rare Beauty or Makeup by Mario — the brand launched in 2020 by celebrity makeup artist Mario Dedivanovic, best known for his work with Kim Kardashian. Elf's acquisition of Rhode — founded just three years ago — ends a dry spell in celebrity beauty deals and could inject fresh momentum into personality-driven brands. With Rhode, Elf is betting on a premium range featuring just 10 main or 'hero' products, including Pocket Blush and Glazing Milk — items that blur the lines between skincare and makeup. The brand complements Elf's more affordable, cosmetics-focused portfolio. Elf's average price point is about $6.50, compared with nearly $9.50 for other mass-market cosmetics, while Rhode's average is around $29. But Elf is paying a pretty polished price for Rhode, also known for its sleek, minimal packaging. The $800 million in cash and stock payable at the close of the deal, expected before September, equates to 3.8 times Rhode's sales of $212 million in the year to March 31, 2025. Including the additional $200 million payable based on Rhode's performance over the next three years, the multiple is 4.7 times. The latter is in line with the lush deal multiple on L'Oréal SA's purchase of natural beauty label Aesop two years ago. To justify the price tag, Elf must ensure that its new addition doesn't run out of, well, Rhode. The narrow product range offers an obvious starting point for expansion. Elf has already launched a raft of innovations that resonate with Gen Z consumers and have helped turbo-charge its sales — a track record that bodes well for Rhode's future growth. There is also scope for Rhode to reach a wider range of customers. The brand is already due to launch in Sephora in the U.S., Canada, and the U.K. this fall, which is a major milestone. In the long term, Elf could leverage its partnerships with other retailers — it is available in Ulta Beauty Inc. in the U.S., for example, in Douglas AG in Italy, and Boots in the U.K. — to maintain the momentum. Assuming Elf doubles sales over the next three to five years — which looks feasible — then the acquisition multiple would fall to a more reasonable level of about two times. However, there are risks to this trajectory, the most significant of which is Bieber herself. So far, she has defied the broader boredom surrounding celebrity-led brands. But maintaining her relevance remains essential. Six years ago, Coty Inc. placed a major bet on the Kardashians, paying $600 million for a majority stake in Kylie Cosmetics, which Kylie Jenner founded. A year later, the company invested another $200 million for a 20% stake in Kim Kardashian's beauty business. The results have been mixed. Over the past two years, Kylie Cosmetics boosted its sales by 1.5 times, driven by skincare and fragrance launches. Meanwhile, Kardashian's underwear brand Skims bought back Coty's stake, causing a $71 million loss for the U.S.-listed company. Bieber will join Elf as Rhode's chief creative officer and head of innovation. The company has a strong track record of connecting with Gen Z on social media, with viral moments like its collaboration with Chipotle Mexican Grill Inc. It also has experience managing celebrity and influencer-led brands: it acquired Naturium — the skincare label co-created by influencer Susan Yara and beauty-brand accelerator The Center — for $355 million two years ago, and it developed Alicia Keys' brand. Even so, Rhode's close association with its founder remains a risk Elf must actively manage. This isn't the only challenge. Lindsay Dutch, an analyst at Bloomberg Intelligence, expects Elf's sales growth to slow this financial year following a frenetic pace of revenue expansion. The beauty boom is also fading, although Ulta said on Thursday that many consumers were turning to fragrance and body lotion as a comfort and escape from economic uncertainty. There's also the pressure from President Donald Trump 's tariffs. Elf makes about 75% of its products in China and will add $1 to all of its products globally on August 1 to reflect the levies. With so much to grapple with already, taking a big bet on a celebrity-backed brand looks like a surprising diversion. But as any beauty enthusiast knows, there is always room for one more lipstick — particularly if it's a peptide-infused pout enhancer.
Fashion Network
6 days ago
- Business
- Fashion Network
What Elf's $1 billion Rhode bet means for the future of celebrity beauty
But as more household names, influencers, and makeup artists entered the space, shopper fatigue began to set in. With inflation squeezing incomes, buyers became more selective. Many shifted their focus to skincare, haircare, and niche fragrances, moving away from the color cosmetics that once drove viral trends, such as contouring the face with different foundation shades. Consequently, the market has been upended. Even some brands that, like Rhode, achieved breakout success began exploring exit strategies last year. Yet so far, no deals have materialized for names such as Selena Gomez 's Rare Beauty or Makeup by Mario — the brand launched in 2020 by celebrity makeup artist Mario Dedivanovic, best known for his work with Kim Kardashian. Elf's acquisition of Rhode — founded just three years ago — ends a dry spell in celebrity beauty deals and could inject fresh momentum into personality-driven brands. With Rhode, Elf is betting on a premium range featuring just 10 main or 'hero' products, including Pocket Blush and Glazing Milk — items that blur the lines between skincare and makeup. The brand complements Elf's more affordable, cosmetics-focused portfolio. Elf's average price point is about $6.50, compared with nearly $9.50 for other mass-market cosmetics, while Rhode's average is around $29. But Elf is paying a pretty polished price for Rhode, also known for its sleek, minimal packaging. The $800 million in cash and stock payable at the close of the deal, expected before September, equates to 3.8 times Rhode's sales of $212 million in the year to March 31, 2025. Including the additional $200 million payable based on Rhode's performance over the next three years, the multiple is 4.7 times. The latter is in line with the lush deal multiple on L'Oréal SA's purchase of natural beauty label Aesop two years ago. To justify the price tag, Elf must ensure that its new addition doesn't run out of, well, Rhode. The narrow product range offers an obvious starting point for expansion. Elf has already launched a raft of innovations that resonate with Gen Z consumers and have helped turbo-charge its sales — a track record that bodes well for Rhode's future growth. There is also scope for Rhode to reach a wider range of customers. The brand is already due to launch in Sephora in the U.S., Canada, and the U.K. this fall, which is a major milestone. In the long term, Elf could leverage its partnerships with other retailers — it is available in Ulta Beauty Inc. in the U.S., for example, in Douglas AG in Italy, and Boots in the U.K. — to maintain the momentum. Assuming Elf doubles sales over the next three to five years — which looks feasible — then the acquisition multiple would fall to a more reasonable level of about two times. However, there are risks to this trajectory, the most significant of which is Bieber herself. So far, she has defied the broader boredom surrounding celebrity-led brands. But maintaining her relevance remains essential. Six years ago, Coty Inc. placed a major bet on the Kardashians, paying $600 million for a majority stake in Kylie Cosmetics, which Kylie Jenner founded. A year later, the company invested another $200 million for a 20% stake in Kim Kardashian's beauty business. The results have been mixed. Over the past two years, Kylie Cosmetics boosted its sales by 1.5 times, driven by skincare and fragrance launches. Meanwhile, Kardashian's underwear brand Skims bought back Coty's stake, causing a $71 million loss for the U.S.-listed company. Bieber will join Elf as Rhode's chief creative officer and head of innovation. The company has a strong track record of connecting with Gen Z on social media, with viral moments like its collaboration with Chipotle Mexican Grill Inc. It also has experience managing celebrity and influencer-led brands: it acquired Naturium — the skincare label co-created by influencer Susan Yara and beauty-brand accelerator The Center — for $355 million two years ago, and it developed Alicia Keys' brand. Even so, Rhode's close association with its founder remains a risk Elf must actively manage. This isn't the only challenge. Lindsay Dutch, an analyst at Bloomberg Intelligence, expects Elf's sales growth to slow this financial year following a frenetic pace of revenue expansion. The beauty boom is also fading, although Ulta said on Thursday that many consumers were turning to fragrance and body lotion as a comfort and escape from economic uncertainty. There's also the pressure from President Donald Trump 's tariffs. Elf makes about 75% of its products in China and will add $1 to all of its products globally on August 1 to reflect the levies. With so much to grapple with already, taking a big bet on a celebrity-backed brand looks like a surprising diversion. But as any beauty enthusiast knows, there is always room for one more lipstick — particularly if it's a peptide-infused pout enhancer.
Fashion Network
6 days ago
- Business
- Fashion Network
What Elf's $1 billion Rhode bet means for the future of celebrity beauty
But as more household names, influencers, and makeup artists entered the space, shopper fatigue began to set in. With inflation squeezing incomes, buyers became more selective. Many shifted their focus to skincare, haircare, and niche fragrances, moving away from the color cosmetics that once drove viral trends, such as contouring the face with different foundation shades. Consequently, the market has been upended. Even some brands that, like Rhode, achieved breakout success began exploring exit strategies last year. Yet so far, no deals have materialized for names such as Selena Gomez 's Rare Beauty or Makeup by Mario — the brand launched in 2020 by celebrity makeup artist Mario Dedivanovic, best known for his work with Kim Kardashian. Elf's acquisition of Rhode — founded just three years ago — ends a dry spell in celebrity beauty deals and could inject fresh momentum into personality-driven brands. With Rhode, Elf is betting on a premium range featuring just 10 main or 'hero' products, including Pocket Blush and Glazing Milk — items that blur the lines between skincare and makeup. The brand complements Elf's more affordable, cosmetics-focused portfolio. Elf's average price point is about $6.50, compared with nearly $9.50 for other mass-market cosmetics, while Rhode's average is around $29. But Elf is paying a pretty polished price for Rhode, also known for its sleek, minimal packaging. The $800 million in cash and stock payable at the close of the deal, expected before September, equates to 3.8 times Rhode's sales of $212 million in the year to March 31, 2025. Including the additional $200 million payable based on Rhode's performance over the next three years, the multiple is 4.7 times. The latter is in line with the lush deal multiple on L'Oréal SA's purchase of natural beauty label Aesop two years ago. To justify the price tag, Elf must ensure that its new addition doesn't run out of, well, Rhode. The narrow product range offers an obvious starting point for expansion. Elf has already launched a raft of innovations that resonate with Gen Z consumers and have helped turbo-charge its sales — a track record that bodes well for Rhode's future growth. There is also scope for Rhode to reach a wider range of customers. The brand is already due to launch in Sephora in the U.S., Canada, and the U.K. this fall, which is a major milestone. In the long term, Elf could leverage its partnerships with other retailers — it is available in Ulta Beauty Inc. in the U.S., for example, in Douglas AG in Italy, and Boots in the U.K. — to maintain the momentum. Assuming Elf doubles sales over the next three to five years — which looks feasible — then the acquisition multiple would fall to a more reasonable level of about two times. However, there are risks to this trajectory, the most significant of which is Bieber herself. So far, she has defied the broader boredom surrounding celebrity-led brands. But maintaining her relevance remains essential. Six years ago, Coty Inc. placed a major bet on the Kardashians, paying $600 million for a majority stake in Kylie Cosmetics, which Kylie Jenner founded. A year later, the company invested another $200 million for a 20% stake in Kim Kardashian's beauty business. The results have been mixed. Over the past two years, Kylie Cosmetics boosted its sales by 1.5 times, driven by skincare and fragrance launches. Meanwhile, Kardashian's underwear brand Skims bought back Coty's stake, causing a $71 million loss for the U.S.-listed company. Bieber will join Elf as Rhode's chief creative officer and head of innovation. The company has a strong track record of connecting with Gen Z on social media, with viral moments like its collaboration with Chipotle Mexican Grill Inc. It also has experience managing celebrity and influencer-led brands: it acquired Naturium — the skincare label co-created by influencer Susan Yara and beauty-brand accelerator The Center — for $355 million two years ago, and it developed Alicia Keys' brand. Even so, Rhode's close association with its founder remains a risk Elf must actively manage. This isn't the only challenge. Lindsay Dutch, an analyst at Bloomberg Intelligence, expects Elf's sales growth to slow this financial year following a frenetic pace of revenue expansion. The beauty boom is also fading, although Ulta said on Thursday that many consumers were turning to fragrance and body lotion as a comfort and escape from economic uncertainty. There's also the pressure from President Donald Trump 's tariffs. Elf makes about 75% of its products in China and will add $1 to all of its products globally on August 1 to reflect the levies. With so much to grapple with already, taking a big bet on a celebrity-backed brand looks like a surprising diversion. But as any beauty enthusiast knows, there is always room for one more lipstick — particularly if it's a peptide-infused pout enhancer.
Scottish Sun
08-05-2025
- Entertainment
- Scottish Sun
Kim K's make-up artist just launched a mascara – and I was one of the first people to try it
EYE SPY Kim K's make-up artist just launched a mascara – and I was one of the first people to try it Click to share on X/Twitter (Opens in new window) Click to share on Facebook (Opens in new window) I'D put money on the fact that mascara is the most popular make-up product. It's definitely the easiest to apply, and makes an immediate difference to your face, so even if you're not into make-up, you can't get it wrong. Sign up for Scottish Sun newsletter Sign up I've had many new mascaras, all promising to be the best one ever, cross my desk already this year with price points ranging from a few pounds to over £50 - and a quick search of throws back over 400 results for "mascara", so it's no wonder finding The One feels like a minefield. I know this is a huge claim - but I think Kim Kardashian's famed make-up artist Mario Dedivanovic's debut mascara might just be the perfect all-rounder. 6 Makeup By Mario Master Mascara took three years to develop Credit: Makeup By Mario Before I tell you why, let me first list all my requirements, so you can understand how picky I am. I've got sensitive eyes that always seem to be itchy, so I need a lightweight formula that doesn't make the problem worse. Because of said itching, it also can't flake - there's nothing worse than looking in the mirror and seeing black specs all over your face. I've got very oily skin, so it needs to be smudge-proof - but because of said sensitive eyes, I try to avoid waterproof formulas, which can take a heavy-duty cleanser to remove. 6 Tara's lashes without mascara Credit: Tara Ledden As for my lashes, they're long (a win!) but fair and very straight - so the brush needs to be able to get into the inner corner of my eye to pick up every hair and lift my lashes, while the formula has to hold them in place once it's on and not clump lashes together or look thick towards the ends. I told you - I'm a really tough customer when it comes to mascara. Miraculously, Makeup By Mario Master Mascara, £28 manages to tick pretty much all the right boxes. A few years ago, I attended a Mario Dedivanovic make-up masterclass where he divulged his foolproof four-step mascara routine. Curl lashes, wipe excess off mascara brush, apply to lashes, then comb lashes through to separate. But the clever design of Makeup By Mario's Master Mascara delivers the same results in one step. 6 Makeup By Mario's cone-shaped wand is great for short lashes Credit: Makeup By Mario Makeup By Mario Master Mascara, £28 It has a cone-shaped tapered wand that I knew I was going to love as soon as I saw it. The slimline design means I can get up close and personal with the base of my lashes without transferring the product on to my eyelid, but it's not too complicated that I need perfect lighting and a magnifying mirror to work out which way to use it. Plus, the head of the wand has fibre bristles, which I prefer, as they help distribute product more evenly. The bristles are super-thin and spiral around the wand, so they comb through every lash - picking up ones I didn't even realise I had - adding volume, and seamlessly carry product from root to tip while also preventing lashes sticking together so they look wispy rather than spider-like. 6 Master Mascara's before and after photos are seriously impressive Credit: Makeup By Mario It has a shorter wand than most on the market, which allows more control as you can get closer to your face. I'm usually wedded to my lash curler, but I've stopped using it completely since trying Master Mascara, as the tubing formula means you can lift your lashes with the wand alone by holding it in place for a few seconds while the formula sets to maintain the curl. Hours after applying, I can feel my lashes touching my brow bone when I look up, so I can vouch for how well it stops them falling flat. 6 Tara's eyelashes after using Makeup by Mario Master Mascara Credit: Tara Ledden The first time I used it, I was worried the formula might be too wet and thus prone to smudging, but it dries down quickly on lashes putting my fears to rest. I even wore it when I went to cheer on my friends running the London Marathon - if you've seen any videos on TikTok, you'll know how emotional it can get, but there was no sign of panda eyes at the finish line. Yet still, because of the pro-vitamin B5 and caster oil-packed formula, my lashes don't feel at all crispy. It's not something I do often, but in the name of research, I even reapplied the mascara after a full day's work to see what would happen. It didn't flake or get clumpy, only upped the volume for a more dramatic look. 6 Master Mascara doesn't flake or smudge, even on oily skin Credit: Makeup By Mario Makeup By Mario Master Mascara, £28 I love how you can tailor the application and achieve countless different looks - from minimalist, lengthened lashes to OTT false-lash effect volume, it's the most versatile formula I've used in a long time!
The Sun
08-05-2025
- Entertainment
- The Sun
Kim K's make-up artist just launched a mascara – and I was one of the first people to try it
I'D put money on the fact that mascara is the most popular make-up product. It's definitely the easiest to apply, and makes an immediate difference to your face, so even if you're not into make-up, you can't get it wrong. I've had many new mascaras, all promising to be the best one ever, cross my desk already this year with price points ranging from a few pounds to over £50 - and a quick search of throws back over 400 results for "mascara", so it's no wonder finding The One feels like a minefield. I know this is a huge claim - but I think Kim Kardashian's famed make-up artist Mario Dedivanovic's debut mascara might just be the perfect all-rounder. 6 Before I tell you why, let me first list all my requirements, so you can understand how picky I am. I've got sensitive eyes that always seem to be itchy, so I need a lightweight formula that doesn't make the problem worse. Because of said itching, it also can't flake - there's nothing worse than looking in the mirror and seeing black specs all over your face. I've got very oily skin, so it needs to be smudge-proof - but because of said sensitive eyes, I try to avoid waterproof formulas, which can take a heavy-duty cleanser to remove. 6 As for my lashes, they're long (a win!) but fair and very straight - so the brush needs to be able to get into the inner corner of my eye to pick up every hair and lift my lashes, while the formula has to hold them in place once it's on and not clump lashes together or look thick towards the ends. I told you - I'm a really tough customer when it comes to mascara. Miraculously, Makeup By Mario Master Mascara, £28 manages to tick pretty much all the right boxes. A few years ago, I attended a Mario Dedivanovic make-up masterclass where he divulged his foolproof four-step mascara routine. Curl lashes, wipe excess off mascara brush, apply to lashes, then comb lashes through to separate. But the clever design of Makeup By Mario's Master Mascara delivers the same results in one step. 6 Makeup By Mario Master Mascara, £28 It has a cone-shaped tapered wand that I knew I was going to love as soon as I saw it. The slimline design means I can get up close and personal with the base of my lashes without transferring the product on to my eyelid, but it's not too complicated that I need perfect lighting and a magnifying mirror to work out which way to use it. Plus, the head of the wand has fibre bristles, which I prefer, as they help distribute product more evenly. The bristles are super-thin and spiral around the wand, so they comb through every lash - picking up ones I didn't even realise I had - adding volume, and seamlessly carry product from root to tip while also preventing lashes sticking together so they look wispy rather than spider-like. 6 It has a shorter wand than most on the market, which allows more control as you can get closer to your face. I'm usually wedded to my lash curler, but I've stopped using it completely since trying Master Mascara, as the tubing formula means you can lift your lashes with the wand alone by holding it in place for a few seconds while the formula sets to maintain the curl. Hours after applying, I can feel my lashes touching my brow bone when I look up, so I can vouch for how well it stops them falling flat. 6 The first time I used it, I was worried the formula might be too wet and thus prone to smudging, but it dries down quickly on lashes putting my fears to rest. I even wore it when I went to cheer on my friends running the London Marathon - if you've seen any videos on TikTok, you'll know how emotional it can get, but there was no sign of panda eyes at the finish line. Yet still, because of the pro-vitamin B5 and caster oil-packed formula, my lashes don't feel at all crispy. It's not something I do often, but in the name of research, I even reapplied the mascara after a full day's work to see what would happen. It didn't flake or get clumpy, only upped the volume for a more dramatic look. Makeup By Mario Master Mascara, £28 I love how you can tailor the application and achieve countless different looks - from minimalist, lengthened lashes to OTT false-lash effect volume, it's the most versatile formula I've used in a long time! Top beauty trends for 2025 Hayley Walker, Beauty Expert at Justmylook spoke exclusively to Fabulous about the big beauty trends for 2025. Haircare Hair gloss treatments are a must-have as beauty enthusiasts love the salon-quality shine and enhanced colour delivered by the trending treatment. Hair glosses are multifunctional, as they nourish the hair while offering a vibrant, healthy-looking finish, combining 2025's core trends. This treatment is perfect for those seeking an affordable, at-home glow-up. 2025 will focus on skin repairing and texture-enhancing treatments. Skincare Rejuran treatment, a celebrity-endorsed procedure, will see a rise in demand this year as many seek to enhance their skin's appearance. The procedure entails injecting polynucleotides derived from salmon DNA to enhance skin texture and elasticity. 'Rejuvenation is expected to dominate 2025 skincare trends as many seek to achieve a flawless, youthful complexion. Skincare will also include back-to-basic products for a simplified routine. Ginseng cleansing oil and panthenol cream are among the trending products for 2025. The cleansing oil is excellent for dissolving make-up and impurities without clogging pores and is enriched with nourishing properties to leave the skin feeling and looking refreshed and radiant. Make-up Make-up trends will follow suit to achieve youthful and radiant looks. Under-eye brighteners will be sought-after products for delivering coverage while enhancing natural radiance. This beauty tool will complement natural beauty while improving and brightening dull skin. Make-up looks will be bigger and bolder in 2025 with cluster lashes expected to surge this year. These lashes bring the glam to glamorous looks as they deliver dramatic volume to enhance everyday or special occasion looks. Peel-off lip stains circulated the beauty industry in 2024 and are expected to dominate in 2025. The growing popularity of this product is due to its ability to provide long-lasting, transfer-proof colour to lips, enhancing a natural aesthetic. Additionally, cherry-coded aesthetics are expected to be everywhere this year as the deep, rich hue can be achieved using peel-off lip stains or bold lip looks for a dramatic effect. Nails 2025 will be another year of countless, show-stopping nail trends. Goddess Nails and Aura Nails deserve an honourable mention as these designs channel an ethereal, celestial aesthetic for bold, self-expressing nails.
