Hailey Bieber’s Rhode Earned $20 Million in Media Exposure After E.l.f. Beauty Acquired the Brand for $1 Billion

The acquisition of Hailey Bieber’s brand, Rhode, by E.l.f. Beauty drove $20 million in media impact value for the brand within just 48 hours, according to a new report from Launchmetrics. MIV is a proprietary metric that assigns an actual monetary value to marketing strategies across print, online and social media to calculate return on investment. Announced on May 28, the $1 billion deal marked the biggest to date for E.l.f., but not its first founder-led acquisition. The beauty conglomerate acquired Susan Yara’s Naturium in 2023 and Alicia Keys’ Keys Soulcare in 2020. This was a key factor in Bieber’s decision to sell to E.l.f., though the move as a whole wasn’t a total surprise considering she’d hired JP Morgan and Moelis to explore options. “They support founders, they want to help push the founders’ vision and get behind them. That’s where we are with Rhode, and I’m ready to get to the next place,” Bieber said of E.l.f. in an interview with WWD at the time. “This is my baby, and to find a home for it is really not an easy process — it’s very scary. When I met the E.l.f. team, we had a lot of similarities when it came

Follow WWD on Twitter or become a fan on Facebook.

from WWDRecent Stories https://ift.tt/AwV7zQu