World Business Report Rhode’s beauty blockbuster deal
May 30, 2025
Tarang Amin, Chair and CEO of e.l.f. Beauty, reveals the transformative $1 billion acquisition of Hailey Bieber's Rhode. He highlights Rhode's rapid rise since its launch in 2022 and discusses innovative marketing strategies that resonate with Gen Z. Amin shares insights on the brand's engagement through social media and its challenges in the competitive beauty landscape. The conversation also touches on the broader implications of celebrity-led marketing in today's economy, setting the stage for Rhode's promising future under e.l.f.'s umbrella.
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Rhode's Rapid Success
- Hayley Bieber's Rhode grew from zero to $212 million in less than three years with only 10 products. - Its strong consumer resonance and direct-to-consumer approach promise substantial global growth potential.
Marketing to Gen Z and Millennials
- Gen Z, Gen Alpha, and Millennials favor Elf Beauty for its value and product innovation. - The brands' disruptive marketing builds deep loyalty by engaging consumers where they live, like TikTok and gaming platforms.
Engage Consumers Where They Are
- Engage consumers on platforms like TikTok and Twitch where they spend time. - Use entertainment and collaborations to build brand loyalty and keep consumers invested.