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Yahoo
4 days ago
- Business
- Yahoo
Hailey Bieber Just Sold Rhode for More Money Than We Could Even Dream Of
It's kind of wild to think about how Rhode, one of the most successful and influential beauty brands in recent history, debuted only three years ago. In 2022, the thought of selling the direct-to-consumer brand was a distant dream for founder Hailey Bieber—but it's already here. E.L.F. Beauty announced today that it is acquiring Rhode. Though this acquisition has been widely reported as a $1 billion deal, in reality, we have no idea yet just how much money will ultimately change hands. But it will certainly be a massive amount: As a press release tells it, that billion-dollar figure is 'comprised of $800 million of consideration payable at closing in a combination of cash and stock, subject to customary adjustments, and an additional potential earnout consideration of $200 million based on the future growth of the brand over a three-year timeframe.' As it stands, the agreement has been approved by the E.L.F. Beauty board of directors, and the transaction is expected to close next year. Allure spoke with Bieber today about what this means for her and her brand. In short: expansion, something Bieber had hoped to achieve since Rhode's conception. 'When you're launching a brand, you're just so focused on what's right in front of you at the time,' Bieber says of Rhode's early days. 'And of course, you always have really big dreams and really big goals for it. This is definitely one of those things being realized. I could never have anticipated that it would happen at this exact time.' That growth is certain with E.L.F. Beauty, which also owns Keys Soulcare, Naturium, Well People, and, of course, the blockbuster drugstore brand E.L.F. Cosmetics, bolstering it. As for the branding of Rhode, it seems that, going forward, it won't change much, if at all. 'We want to nurture Hailey's vision, and that includes providing more resources and investing more in marketing,' says E.L.F. chairman and CEO Tarang Amin, who calls Bieber the most thoughtful founder he's ever met. 'She's built an incredible team that we want to continue to build and expand globally.' Amin and Bieber's excitement to be working together is tangible even through a Zoom thumbnail, though that's to be expected of any two people who just made a deal as potentially lucrative as this one. Bieber says she feels confident about the E.L.F. team as business partners and as people since meeting them. 'Vibes matter,' Bieber says. She believes her new investors are, for lack of a better word, invested in her as a creative force (again, not a surprising thing for someone to say of an entity that's now funding their company). '[The E.L.F. team] care about founders and… supporting [my] vision and giving their resources to take it to the next place.' The first next place is Sephora. It was announced a week ago that Rhode will be expanding beyond its DTC model and arriving on the beauty retailer's digital and brick-and-mortar shelves this fall. 'I'm super excited,' says Bieber, reminding me that Rhode has also done plenty of its own in-person pop-up experiences. 'I think we'll probably still play in that space. But we're really focused on Sephora right now.' That doesn't mean there isn't a lot more for Bieber to do now that Rhode is moving under the E.L.F. umbrella. In fact, her role is set to expand, even trickling over to other parts of E.L.F: 'I'll be the chief creative officer and head of innovation at Rhode and advisor to E.L.F. Beauty,' Bieber tells Allure. 'I feel like at this very moment in time, my vision has never been more clear to me. I want to expand globally, and I have so many more dreams and goals that I want to be realized. And I really believe that E.L.F. is going to help us get there.' My last question about the immediate future of Rhode is whether this new partnership could mean a crossover collection with E.L.F. Cosmetics. When asked, Bieber offers a broad, sly smile. Amin responds, 'Well, that'll depend on our strategic advisor.' In other words: If Bieber wants it, we'll all get it. 'I'm always open to seeing how we can innovate together. I mean, that is the whole point of all this,' she tells Allure. 'I would say nothing's off the table.' More must-reads: This Genius Blush Tip Goes Against Everything You Were Taught Eczema Can Be Tougher on Black and Latinx Skin—Here's Why Is Evolysse the Answer to 'Filler Fatigue?' Now check out Nicole Kidman's new cover shoot: Originally Appeared on Allure Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
Forbes
6 days ago
- Business
- Forbes
The Storytelling Power Behind Parke's Rise And Pop-Ups
By 3 a.m., the first eager fans were waiting. By 10 a.m., the line wrapped around multiple SoHo blocks. And by day's end, Parke had its biggest sales day in history. When Parke popped up in SoHo on the weekend of May 16, the turnout surpassed all expectations. Some eager shoppers arrived as early as 3 a.m., taking trains from New Jersey and Connecticut — all to support founder and CEO Chelsea Kramer and her namesake brand ("Parke" is her middle name). The lines continued through Sunday, and Friday marked the brand's single biggest sales day ever, with nearly 1,000 shoppers walking through the door. If that sounds like a fluke, it's not. The beloved direct-to-consumer brand best known for its mockneck sweatshirts (with 'PARKE' embroidered across the chest) has gained a reputation for selling out of collections in less than five minutes. The frenzy isn't just luck — it's a perfect storm of product design, branding, storytelling, and community. And Parke has pulled it off without spending a single dollar on paid media (a notable flex). "From the beginning, I wanted Parke to grow from genuine connection, not paid reach," says Kramer. "I'm a consumer first, and I know how I connect with brands. Paid can be done well, but we've never needed it. The product and story resonated enough to be shared naturally. Word of mouth has been our most powerful tool, especially on college campuses. We've seen organic growth that performance marketing can't always replicate." What the data reveals is a masterclass in modern brand building: $16 million in revenue in 2024, and over 3,500 people lined up around the SoHo block for its most recent pop-up (1,000 more than the year prior). It's the type of momentum that earned Kramer a spot on Forbes' 2025 30 Under 30 list in the Retail and Ecommerce category. At the heart of Parke's engine is consistency. Launches follow a deliberate rhythm, with every detail — from teaser posts to email sends — timed to create anticipation and habit. "If the launch is on a Tuesday, we'll start the build-up on Thursday," Kramer explains. 'That typically looks like an inspo photo in-feed and a story set to introduce the vibe. Friday we share a few sneak peeks from the campaign shoot. Saturday, we always post the full line sheet. And by Sunday, our audience knows it's almost time for the full unveiling.' The marketing playbook extends beyond product. At the start of each month, Kramer writes a newsletter that blends reflection, behind-the-scenes updates, and a calendar of what's coming: including restocks, limited releases and seasonal collections. 'It builds real anticipation,' she says. 'Sometimes it's just: 'Here's what we're celebrating this month.'' This consistent cadence helps the consumer develop a habit to anticipate Parke's emails and accompanying news. Predictability and consistency breed trust — and trust builds loyalty. And great product, supported by great content, travels far — even without a paid push. Kramer adds: 'As a consumer, I love knowing when a brand will launch their collections. Tuesday at 10 a.m.? I'll make time for that.' It's no surprise, then, that Parke's pop-ups aren't just shopping events, they're brand pilgrimages. Treating pop-ups and IRL activations as cultural moments underscores that retail isn't just transactional: it's emotional. Photo Credit: PARKE, Madison Lane Photo Credit: PARKE, Madison Lane From hotdogs and pretzels to iconic taxi cabs, the NYC-themed branding – designed by brand design lead Camila Walter (@itsgpf) – at this May's SoHo pop-up wasn't just playful — it transformed the venue into a visual love letter to the city. For fans, it wasn't just merch. It was memorabilia. 'It wasn't just a store,' says Kramer. 'It was a physical extension of the brand. We brought in real things from my office: sketches, fabrics, notes from friends. Our whole team was there, and people could feel the energy. It's about memories and connection, not just sales.' Kramer refers to herself as a 'visual storyteller' and approaches content creation from the lens of a consumer and creative. Photo Credit: Madison Lane Photo Credit: Madison Lane "I never want something to feel salesy, whether it's Parke or a brand I collaborate with. I share because I love the product, and that goes back to before Parke even existed. My sister-in-law (Kira Kramer, who is the brand's COO) says I've always been like this — if I loved something, I'd buy it for everyone around me.' 'I didn't start with a platform or a big following,' she says. 'But in this digital age, giving people a window into your world matters. I don't share everything, but I love showing the behind-the-scenes — it makes the brand feel personal.' The moment that made it all feel real? Valentine's Day 2024. 'We sold out in seconds,' Kramer recalls. 'That was when I knew something big was happening. I only had two employees at the time. Since then, I've just kept my head down and kept going.' (Today, Parke has 12 full-time employees.) Of course, with popularity comes scrutiny. In April, a TikTok user accused Parke of white labeling items sourced from Alibaba. Kramer denied the claims, clarifying that all of Parke's products are developed in-house with a technical designer and go through multiple rounds of fit, wash and fabric refinement. 'Just keep showing up,' Kramer says. 'That's my mantra. On the hard days, on the tired days — just show up. That's when the magic happens.'
Yahoo
22-05-2025
- Business
- Yahoo
U.S. Lingerie Market Worth $34.64 Billion by 2030: Competitive Analysis of Key Players - L Brands, Victoria's Secret Stores & Co., Honey Birdette, Hanesbrands, American Eagle Outfitters and More
Key opportunities in the U.S. lingerie market include rising demand for premium, comfort-oriented products, and a trend toward inclusivity and sustainable fashion. Online retail and direct-to-consumer models are reshaping purchasing behavior, while innovation in size inclusivity and ergonomic designs addresses consumer challenges. Dublin, May 22, 2025 (GLOBE NEWSWIRE) -- The "United States Lingerie Market by Region, Competition, Forecast & Opportunities, 2020-2030F" has been added to United States Lingerie Market was valued at USD 23.20 Billion in 2024 and is projected to reach USD 34.64 Billion by 2030, rising at a CAGR of 6.97%. This growth is being driven by shifting consumer preferences, evolving fashion sensibilities, and rising demand for both functionality and style. Consumers are gravitating toward premium lingerie that offers comfort, quality, and aesthetic appeal, contributing to the popularity of shapewear, loungewear, and fashion-forward intimate wear. Additionally, inclusivity in sizing and body-positive marketing have further broadened the consumer base. Online platforms are significantly influencing purchasing behavior, offering a wide range of options, personalized recommendations, and seamless shopping experiences. With established players strengthening their presence and emerging brands gaining traction through innovative designs and direct-to-consumer models, the lingerie market in the U.S. continues to transform Market Drivers: Rising Demand for Premium and Artisanal ProductsThe demand for premium lingerie in the U.S. is surging as consumers increasingly associate their purchases with self-expression, comfort, and quality. Premium offerings often emphasize superior fabrics, intricate designs, and tailored fits, resonating with customers seeking both elegance and everyday wearability. Artisanal and boutique brands are capturing attention by focusing on craftsmanship, ethical production, and exclusive collections, appealing to shoppers who value uniqueness and authenticity. Furthermore, the narrative around lingerie has shifted from utility to empowerment, encouraging investment in premium styles. As a result, legacy brands and newcomers alike are expanding their high-end product lines to cater to this growing Market Challenges: Health Concerns and Nutritional PerceptionThe lingerie market faces the ongoing challenge of addressing consumer discomfort with outdated perceptions around fit, body image, and health-related implications. Many consumers continue to struggle with finding lingerie that accommodates diverse body types without compromising comfort or support. While brands are introducing size-inclusive lines, there remains a need for more education and innovation in materials that promote breathability, skin sensitivity, and posture support. Additionally, concerns around underwire bras and synthetic fabrics have prompted a shift toward more health-conscious, ergonomic lingerie options. Balancing aesthetic appeal with functional health benefits continues to be a key focus for manufacturers and retailers Market Trends: Emphasis on Inclusivity and Sustainable FashionA notable trend in the U.S. lingerie market is the growing emphasis on inclusivity and sustainable practices. Consumers are increasingly favoring brands that offer extended size ranges, gender-neutral options, and adaptive lingerie, reflecting a broader shift toward representation and diversity. At the same time, environmental consciousness is influencing purchasing behavior, with buyers seeking lingerie made from organic cotton, recycled materials, and eco-friendly production methods. Brands integrating these values into their design and supply chain are gaining consumer trust and loyalty. As ethical fashion becomes more mainstream, sustainability is expected to play an integral role in shaping the future of lingerie Players Profiled in this United States Lingerie Market Report L Brands, Inc. Victoria's Secret Stores & Co. Honey Birdette Hanesbrands Inc. American Eagle Outfitters Inc. Jockey International, Inc. PVH Corp. Nike Inc. Adidas America, Inc. Hanky Panky Ltd. Report Scope United States Lingerie Market, by Product Type: Shape Wear Lounge Wear Knickers & Panties Bras Others United States Lingerie Market, by Pricing: Mass Premium United States Lingerie Market, by Sales Channel: Supermarkets/Hypermarkets Independent Retailers Online Others United States Lingerie Market, by Region: South West Midwest Northeast Key Attributes Report Attribute Details No. of Pages 81 Forecast Period 2024-2030 Estimated Market Value (USD) in 2024 $23.2 Billion Forecasted Market Value (USD) by 2030 $34.64 Billion Compound Annual Growth Rate 6.9% Regions Covered United States For more information about this report visit About is the world's leading source for international market research reports and market data. We provide you with the latest data on international and regional markets, key industries, the top companies, new products and the latest trends. CONTACT: CONTACT: Laura Wood,Senior Press Manager press@ For E.S.T Office Hours Call 1-917-300-0470 For U.S./ CAN Toll Free Call 1-800-526-8630 For GMT Office Hours Call +353-1-416-8900Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
