$e.l.f. Beauty Inc.(ELF)$ paid

$e.l.f. Beauty Inc.(ELF)$ 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

High Margin Business: Is Beauty Product Your Choice?

Recently, US beauty giant e.l.f. Beauty announced its acquisition of Hailey Bieber's skincare brand, Rhode, for $1 billion. Meanwhile, Justin Bieber reportedly sold his nearly 300-song catalog to Hipgnosis Songs Capital for $200 million. After last week’s earnings, ELF jumped 23% on the day. By contrast, Estée Lauder and other traditional brands have struggled to stay relevant. 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?

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