E.l.f. Beauty Acquires Hailey Bieber's Brand Rhode in $1 Billion Deal

Published 18 hours agoELF

E.l.f. Beauty has made headlines with its $1 billion acquisition of Hailey Bieber's makeup and skincare brand, Rhode. This landmark deal, consisting of $800 million in cash and stock, plus an additional $200 million contingent on performance, marks E.l.f.'s most significant move into the prestige beauty market yet. According to Reuters, this acquisition is aimed at strengthening E.l.f.'s foothold in premium beauty, aligning with its expansion strategies.

Amidst these strategic maneuvers, E.l.f. is dealing with the complexities of international trade policies. The company has chosen not to issue fiscal 2026 guidance due to uncertainties related to import tariffs. Approximately 75% of E.l.f.'s products are sourced from China, and with the looming tariff issues, the brand plans to increase prices by $1 to counterbalance these pressures. Furthermore, E.l.f. reported a robust 31% growth in net sales during Q3, though it remains cautious looking forward, citing a slowdown post-holiday.

To navigate the potential impact of import tariffs, E.l.f. Beauty is once again implementing a 'tariff playbook,' reminiscent of its 2019 strategy. This includes negotiating supplier concessions, achieving cost savings, and executing selective price hikes. Additionally, the company is actively working on diversifying its supply chain to cushion against any future tariff impacts, as reported by Glossy.

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