New York — Rhode Beauty Beauty’s brand was sold to Hailey Bieber to Budget Makeup Powerhouse Elf Beauty for a billion dollars on Wednesday.
It is the largest acquisition of Elf so far, with a $ 355 million purchase of the Naturium Blood Care brand in 2023.
Bieber’s Brand was founded in 2022, which achieved a net sales of $ 212 million in net sales last year, which ended in March. Earlier this year, Rudd announced that her products would appear in stores in Sevuras, North America and the United Kingdom.
Hilli Bieber arrives at the Vanity Vir Oscar on Sunday, March 2, 2025, at the Waslis Annberg Center for Dramatic Arts in Beverly Hills, California.
Photo Evision/AP
The company said that Bieber will hold the position of chief creative officials in Rhod and the head of innovation. She is the founder of the company and the current creative director.
A dwarf said in a call of her profits after the announcement on Wednesday, that with a strong presence on social media, in addition to the digital fingerprint of Pebeber before and after her marriage to singer Justin Bieber, Road, “She has a strong participant model.” Fans often wait for hours in a Rod -emanating queue, and their products are often sold on their website.
“One of the things we really love in Road is the narrow range of the squad in the product. It is only 10 products through skin care, cosmetics and accessories,” said CEO Tarang Amin in the same profit call.
Meanwhile, Elf dominates the skin and make -up market for young consumers, which is the best teenage beauty mark, according to a survey of the PIPER SANDLER investment company. The company said it could help Rudd to expand retail and increase its global imprint.
The tremendous acquisition comes at a time when a dwarf falls into a crossroads with the war of the chaotic tariff for President Donald Trump with China. As of mid -May, about 75 % of its global production came from China, and it is now subject to 55 % definitions, including the customs tariff in 2019, the company said in its profits on Wednesday.
In response to definitions, Elf increases prices by one dollar through its entire portfolio on August 1. The majority of its products are less than 10 dollars.
ELF also did not instruct this fiscal year due to uncertainty about the definitions.
But it still sticks according to the production model.
“We believe that the unique supply chain that is based on China is one of the competitive areas that we have seized over the past 21 years … (we) are committed to our team and suppliers in China,” the company said in a profit call on Wednesday.
The Rudd deal consists of $ 800 million in cash and shares, and perhaps another $ 200 million based on how to perform Rudd over the next three years. It is expected to be closed later this year.
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