elf Beauty Acquires Rhode Skincare for 1 Billion in Strategic Move Ranking 256th in Daily Market

On May 30, 2025, e.l.f. Beauty (ELF) saw a trading volume of $66.1 million, a significant decrease of 64.38% compared to the previous day, ranking 256th in the daily market. The stock price of e.l.f. Beauty rose by 0.58%, marking the second consecutive day of gains, with a total increase of 24.30% over the past two days.

e.l.f. Beauty has made a significant move in the beauty industry by acquiring Hailey Bieber's Rhode skincare brand for $1 billion. This acquisition is part of e.l.f.'s strategy to expand its product offerings and tap into the growing demand for high-quality skincare products. Rhode, known for its minimalist packaging and direct-to-consumer sales model, has achieved impressive results with $212 million in net sales within just three years of operation.

The acquisition is expected to close in the third quarter of 2025. e.l.f. Beauty will pay $800 million upfront and an additional $200 million, with the potential for further payments based on future performance. This deal is a testament to e.l.f.'s commitment to growth and innovation in the beauty sector, positioning the company to compete more effectively with larger rivals.

The acquisition of Rhode is a strategic move for e.l.f. Beauty, as it aligns with the company's goal of offering a broader range of products to its customers. Rhode's success in the skincare market, despite having only 10 products, highlights the brand's strong appeal and potential for further growth. By integrating Rhode into its portfolio, e.l.f. Beauty aims to leverage the brand's popularity and expand its customer base.