Why E.l.f Beauty bought Hailey Bieber's Rhode for $1 billion

Acquisition Analysis - ELF Beauty's acquisition of Road for $1 billion is being questioned, especially with increasing tariffs [1][2] - The acquisition aims to build a cosmetics empire for ELF Beauty [2][3] Pricing Strategy & Tariffs - Tariffs have led ELF Beauty to increase prices by $1, marking the second price hike in 3 years [1] - The price increase may impact ELF Beauty's reputation for affordability [1] Customer Perception - Customers value ELF Beauty's transparency and creative advertising [2] - ELF Beauty is known for offering "dupes" or premium knockoffs at affordable prices [2] Brand Loyalty - ELF Beauty has cultivated a devoted fan base, particularly on social media [1]