e.l.f. Acquires Rhode for $1B: Is Beauty More Profitable Than Bieber’s Music Catalog?

Comments

• icycrystal

  06-05

  icycrystal
  @LMSunshine @Shyon @Aqa @HelenJanet @Universe宇宙 @koolgal @rL @SPACE ROCKET @GoodLife99 @nomadic_m @Barcode

  I have learned to not underestimate the [USD] [USD] [USD] churning products.... [Serious] [Serious] [Serious]

  Rhode taps into more than beauty—it’s a statement of identity and belonging at a budget-friendly price. And it’s working.

  Do you think Rhode is worth $1 billion—or is this another overhyped celeb brand?
  

  
  

  Would you buy a product for identity and emotional value rather than function?
  

  
  

  Is the beauty industry a high-margin business?
  

  
  

  Are you bullish on China’s beauty brand $MAO GEPING(01318)$?
  

  
  

  REWARDS
  

  
  

  All valid comments will receive 5 Tiger Coins

  • Barcode: 
    🙏🏼 Thanks for the 🏷️ ic 🫶🩵🍀[ShakeHands][Heart]
• MHh

  06-07

  MHh
  I definitely don’t think Rhode is worth $1billion. The cosmetic industry renews rapidly and it can be hard to get consumers’ loyalty. It does help with BLACKPINK using it and their fanbase can help propel the sales. This is similar to popmart. The thing is whether this can be sustained and whether more products will be introduced into the market like how popmart keeps introducing new toys.
  
  
  I buy products only based on function. What is the point of getting the lip gloss that doesn’t suit me? Identity is not built on externals like what I use or wear or eat. I am confident in who I am.
  
  
  The beauty industry is high margin as the materials don’t cost much but they can sold at a high value especially if it is popular with the masses.
  
  
  I’m bullish on maogeping as it is the icon for China and the population is massive enough to support it. However, it needs to ensure that its leadership is sustainable and renewed with new ideas to propel the brand forward and maintain its relevance.
  • MHh: 
    @Universe宇宙 @Success88 @Kaixiang @HelenJanet @LuckyPiggie @DiAngel @Wayneqq @SPOT_ON @Fenger1188 come join
• Aqa

  06-07

  Aqa
  $e.l.f. Beauty Inc.(ELF)$ paid $1 billion for Rhode beasuce it is the top media hype product with affordable price targeting the mass market. ELF already has many beauty products so it definitely has the ability to make Rhode a success. Thanks @Tiger_SG
• 1PC

  06-06

  1PC
  Well [Thinking] it's the investors view to decide whether Rhode is worth $1B. I will follow my trusted chart 📈 📉 & follow it when she "speaks" to me [Chuckle]. Beauty is in the Eye of the Reviewer [Chuckle] [Chuckle] [Chuckle] Let the Market forces decide [Happy]
• Barcode

  06-05

  Barcode

  $e.l.f. Beauty Inc.(ELF)$ $Estee Lauder(EL)$ $MAO GEPING(01318)$ 🚨💄📈 From Lip Gloss to Liquidity: Why $ELF Just Bought the Algorithm 📈💄🚨

  e.l.f. Beauty ($ELF) didn’t just acquire Rhode, it acquired cultural velocity.

  Let’s be honest. No one is paying $1 billion for a few viral lip glosses and a creamy phone case. What e.l.f. bought is an emotional-access pipeline into the identity economy of Gen Z. In today’s marketplace, consumer sentiment is sculpted by TikTok scrolls, curated aesthetics, and influencer credibility. Rhode is not just a skincare brand. It is social proof you can wear.

  The brilliance lies in its positioning. Rhode turned Hailey Bieber into the ultimate brand muse, selling the fantasy of being effortlessly radiant and aspirationally minimal. You do not need her yacht or wardrobe. You just need an $18 gloss. That kind of affordable luxury is not a margin play. It is a masterclass in perceived value.

  This is not an isolated trend. Rihanna redefined inclusive luxury with Fenty. Selena Gomez used Rare Beauty to bridge vulnerability and community. Hailey is executing the next iteration, but unlike other celebrity brands that peak at launch and fade fast, Rhode has traction, high-end endorsements, and a narrative that resonates across demographics.

  For $ELF, this is an asymmetric upside play. The brand already posted a 23 percent earnings surge while Estée Lauder ($EL) sank back to 2015 price levels. The contrast could not be clearer. While legacy brands optimise retail displays, $ELF is buying the most precious commodity in consumer goods: algorithmic mindshare.

  The beauty sector still enjoys elite margins. A $3 formulation transformed into a $38 emotional artefact is not just good business. It is psychological arbitrage. In the right hands, gloss becomes gospel. And e.l.f. has proven it knows exactly how to deliver that conversion, repeatedly and at scale.

  Turning to China, I see asymmetric potential in Mao Geping ($01318). The domestic shift toward guochao and cultural authenticity gives local brands a tailwind global players cannot replicate. If $01318 can scale e-commerce, leverage livestreaming, and protect brand prestige while expanding, it may evolve from boutique to behemoth.

  This deal was never about lip care. It was about market share in the digital identity war. $ELF outbid traditional beauty and outwitted it at the same time.

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• Cadi Poon

  06-05

  Cadi Poon
  近日，美國美妝巨頭$e.l.f.美容公司(ELF)$宣佈以10億美元的天價收購海莉·比伯的護膚品牌羅德。與此同時，據報道，賈斯汀比伯以2億美元的價格將他的近300首歌曲目錄賣給了Hipgnosis Songs Capital。