“What gave us the conviction for an agreement of $ 1 billion is the history of Hailey and Rhode, and what they were able to build and achieve with such a level of conviction and depth with their community and on the market. But, what has really interested us is that she is another disruptor, and that gives me a lot of confidence when I look at a merger and smoke environment, “says Amin. The CEO hopes that Elf Beauty will help maximize the share of the dollar of the brand, given its expertise in the 20 -year -old and 25 consecutive growing quarters of growth, as well as developing the brand in new territories (Bieber has referenced Rhode demand in markets such as Brazil). “We are going to reflect in a thoughtful and sequentially (after the launch of Sephora) to cross the brand worldwide because it belongs everywhere,” he adds.
Increasingly, brands based on celebrities must demonstrate that they can succeed independently of their star ties. In addition to the attraction of Bieber, the Rhode strategic roadmap includes an assortment of rationalized products, an expansion calculated in makeup and body care, marketing focused on performance, the execution of viral social networks and selective retail partnerships, all of which have made a convincing plan for mergers and acquisitions on the turbulent and uncertain market.
As for the future of celebrity and high -level beauty players, Rhode has not only raised the bar, but it has helped lose longtime skepticism in industry that could support other beauty offers on the horizon, such as rare beauty, Mario makeup, a / size and shiny.
The brand indicates a change in what it takes to build a long -term value as a brand of celebrities in the future. For the next generation of high -level founders, real involvement in operations, product development and property is increasingly non -negotiable. On the days of the large -scale model or “celebrity as a thing” appear numbered, the Rhode offering a roadmap for longevity anchored in authenticity, influence and strategic substance. “Hailey’s vision and the innate understanding of what consumers want in a product, associated with our incredible team and our innovative marketing approach, has allowed our exponential growth. I can’t wait to see what the brilliant future looks like with Elf Beauty, ”explains Lauren Ratner, co -founder of Rhode, brand director and president.
“I want to be the biggest beauty brand in the world, and I think it will help me get there,” concludes Bieber.
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