Latest news with #elfBeauty
CNBC
a day ago
- Business
- CNBC
We are Target's #1 brand, we have over 20% of the category, says elf Beauty CEO Tarang Amin
elf Beauty Chairman and CEO Tarang Amin joins 'Mad Money' host Jim Cramer to talk quarterly results, the impact of tariffs, consumer trends and more.
Forbes
2 days ago
- Business
- Forbes
The Rise Of Rhode: 7 Marketing Lessons For Entrepreneurs
NEW YORK, NEW YORK - MAY 05: Hailey Bieber attends the 2025 Met Gala Celebrating "Superfine: ... More Tailoring Black Style" at Metropolitan Museum of Art on May 05, 2025 in New York City. (Photo byfor The Met Museum/Vogue) This week, Hailey Bieber's skincare brand Rhode was acquired by e.l.f Beauty for potentially $1 billion. Considering it was only founded three years ago, such a meteoric rise to success has attracted attention worldwide. Many entrepreneurs may be wondering: how did she do it? How did Rhode grow into a billion-dollar brand in such a short amount of time? Sure, her existing celebrity status and social media presence played a factor in its growth. However, there were other ways that Hayley Bieber grew the Rhode brand into the power player it is today. This article will explore marketing strategies utilized to build the Rhode brand that other entrepreneurs can emulate. Hayley Bieber didn't just tap into her existing social media following and leave it there. She became the face of Rhode. She shares her own personal Rhode beauty routines on social media, such as how she gets her famous 'glazed donut' skin. By integrating herself into the Rhode brand and sharing relatable, relevant, and practical advice, she elevated beyond celebrity status to become a highly trusted figure. It may surprise many that this billion-dollar brand was built from a product line of around 10 core products. With a smaller product line, they could continuously refine and innovate the products based on real-time consumer feedback. Rhode's marketing was focused on hero products, such as the viral Peptide Glazing Fluid. By focusing on quality over quantity, they could go deep into their marketing and story-telling for each product. It's no secret that innovative and creative products can lead to increased attention for a brand, and in many cases, virality. In 2024 Rhode launched the lip phone case, a branded case with a pocket to house a Rhode lip gloss. This turned into a beauty world icon, leading to lower quality knock-offs appearing in the market. The case blended a minimalistic design with practicality. Every one of their Gen-Z consumers has a smartphone. Why not integrate their brand and products into their everyday lives, yet make it aesthetic, so they would want to share it on social media proudly? Gen-Z and social media can be an incredibly potent mix when used in the right way for marketing. Rhodes strategically used TikTok and Instagram to build a loyal and engaged following of their Gen-Z target market. They utilize short-form video formats, influencer marketing, viral trends, educational content around skincare routines and how to use their products, and aesthetic lifestyle-based content. Rhodes don't just promote their products on social media. They built an engaged community of fans by interacting with them in the comment sections and having authentic conversations. They showed their fans that these conversations and feedback lead to results, such as developing new products (like the viral lip phone case). User-generated content (UGC) also plays a significant role in Rhode's marketing strategy. They ask their fans to post their skincare routines, "glazed skin" selfies, and product reviews on social media, which Rhode then shares on their channels. Sharing relatable and authentic fan content helps to build an engaged community and grows trust in the brand. Finally, strategic partnerships can help two brands tap into each other's communities to grow brand awareness, followers, and revenue. To do just this, Rhode collaborated with Krispy Kreme to create a new, limited-edition Peptide Lip Treatment product inspired by Krispy Kreme's Strawberry Glazed Donut. Hayley Bieber's Rhode uses a powerful mix of strategies to market the brand, creating one of the most significant success stories in the skincare and beauty industry. From tapping into TikTok, UGC, brand collaborations, or focusing on just a select few products at a time, entrepreneurs from any industry can take these strategies and apply them to their own businesses.
Washington Post
2 days ago
- Business
- Washington Post
e.l.f. cosmetics acquires Hailey Bieber's rhode beauty brand for $1 billion
NEW YORK — e.l.f. Beauty has acquired Hailey Bieber's rhode skincare brand in a $1 billion deal, the companies said. Bieber's rhode had $212 million in net sales in the 12 months that ended March 31. The company's products are only available online, but by the end of this year it plans to begin an in-store partnership with Sephora in North America and the U.K.
Associated Press
2 days ago
- Business
- Associated Press
e.l.f. cosmetics acquires Hailey Bieber's rhode beauty brand for $1 billion
NEW YORK (AP) — e.l.f. Beauty has acquired Hailey Bieber's rhode skincare brand in a $1 billion deal, the companies said. Bieber's rhode had $212 million in net sales in the 12 months that ended March 31. The company's products are only available online, but by the end of this year it plans to begin an in-store partnership with Sephora in North America and the U.K. Bieber, a model and the wife of singer Justin Bieber, will be rhode's chief creative officer and head of innovation and also a strategic advisor to the combined companies. Under the terms of the agreement, e.l.f. will acquire rhode for $600 million in cash and $200 million of newly issued shares of e.l.f. Beauty common stock. The deal also includes an additional potential earnout of $200 million based on the future growth of the brand over three years.
Forbes
2 days ago
- Business
- Forbes
Fans Salute Hailey Bieber Selling Rhode Cosmetics For $1 Billion, Why?
Hailey Bieber in Los Angeles, California. (Photo byfor Academy Museum of ... More Motion Pictures ) Hailey Bieber just sold Rhode, her make-up brand, to e.l.f. Beauty for a reported $1 billion. This, undeniably, is one of the biggest celebrity acquisitions in recent years and propels Bieber into the upper echelons of wealth in her industry. What's particularly interesting though is the reaction. It's easy to assume that the vast majority of people online would express anger and bitterness, but, instead, there's been a large swell of people congratulating Hailey Bieber for Rhode being acquired by e.l.f. Beauty. This is an interesting example of how social media can drive parasocial relationships with celebrities, but in a way that ends up expressing positivity. First though, a little context. Hailey Bieber is a 28-year-old model and social media star who's married to the musician Justin Bieber. She co-founded the line of skincare and cosmetic products in 2022, and it has only gone strength-to-strength. Much of the popularity of Rhode was driven by online fans, which has allowed the brand to generate an estimated $200 million of revenue each year. It's this success that led e.l.f Beauty to acquire the company. 'We are excited by Rhode's ability to break beauty barriers, fully aligning with e.l.f. Beauty's vision to create a different kind of company,' says Tarang Amin, the chairman and CEO of e.l.f. "Rhode is a beautiful brand that we believe is ready for rocketship growth.' This level of success seems primed for an online backlash and although there are some people that reacted negatively, there are a swathe of others celebrating Hailey Bieber. The question, of course, is why? One thing that many celebrities encounter online are negative reactions. It's a now-expected part of being a public figure that they will receive criticism for their actions, no matter what they do. There are a few theories about why this happens, but one of the most interesting is how celebrity success can impact self-esteem. When people view a famous person thriving and achieving things that they desire themselves, it can be viewed as a direct comment of their own lives. This can lead to a negative sense of self-significance, which then manifests as aggression towards a public figure—and is something we see time and time again online. Yet this makes the amount of positive reactions to Hailey Bieber's sale of Rhode to e.l.f. even more fascinating. While there are a range of possible explanations for this response, one of the more interesting is the idea of parasocial relationships. Effectively, a parasocial relationship is a one-way connection with a public or fictional figure. The rise of social media makes this easier than ever to engage with, as we can see intimate details of someone's life and feel as though we're actually close to them. While there are negative outcomes of parasocial relationships, one positive is that it can make individuals feel as though the public figure is their friend and they want to support them. We can arguably see this happening with Hailey Bieber. She's a figure with a huge social media following (at the time of writing she has over 55 million followers on Instagram alone) which means there will be a fair number of people in potentially parasocial relationships with her. What this leads to are, on some level, messages of support about her selling Rhode, rather than solely the expected negative reaction. Ultimately, although there are some elements of the online world that can drive people apart, there are plenty of flipsides to this. Sometimes, parasocial relationships can actually cause a groundswell of support for celebrities—something Hailey Bieber is currently experiencing following her $1 billion sale of Rhodes.
