E.l.f. Beauty to Acquire Hailey Bieber Skincare Brand Rhode in up to $1B Deal

Retail
Written By Rick Watson

e.l.f. Beauty is a multi-brand cosmetics and skincare company that aims to make beauty accessible to everyone. It operates under several brands, including e.l.f., e.l.f. SKIN, W3LL PEOPLE, and Keys Soulcare.

Rhode is a skincare and makeup brand founded by Hailey Bieber in 2022. It offers curated skincare essentials and hybrid makeup products, focusing on high-performance ingredients and simple routines that nourish the skin barrier.

e.l.f Beauty has announced a definitive agreement to acquire model Haley Bieber's lifestyle beauty brand, rhode, in a transaction worth up to $1 billion. The $1 billion deal is comprised of $800 million in a combination of cash and e.l.f Beauty stock, and a $200 million earnout dependent on the future growth of the brand over a three-year timeframe.

CNBC: E.l.f. Beauty to acquire Hailey Bieber skincare brand Rhode in deal valued up to $1 billion

Rick Watson

Rick Watson founded RMW Commerce Consulting after spending 20+ years as a technology entrepreneur and operator exclusively in the eCommerce industry with companies like ChannelAdvisor, BarnesandNoble.com, Merchantry, and Pitney Bowes.

Watson’s work today is centered on supporting investors and management teams incubating and growing direct-to-consumer businesses. Most recently, in partnership with WHP Global, Rick was a critical resource in architecting the WHP+ platform, a new turnkey direct to consumer digital e-commerce platform that powers AnneKlein.com and JosephAbboud.com.

Watson also hosts a weekly podcast, Watson Weekly, where he shares an unbiased, unfiltered expert take on the retail sector’s biggest players.

In the past year alone, Rick has spoken at many in-person and virtual events as well as podcasts on topics ranging from retail/ecom to supply chain/logistics and even digital grocery including CommerceNext IRL, ASCM Connect, and Retail Innovation Conference.

https://www.rmwcommerce.com/
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