70亿，顶流口红被卖了

Core Viewpoint - The acquisition of beauty brand Rhode by elf Beauty for $1 billion highlights the current trend of active mergers and acquisitions in the global consumer sector, showcasing the potential for rapid growth and market disruption by emerging brands [3][5][23]. Group 1: Acquisition Details - elf Beauty will acquire Rhode for $600 million in cash and $200 million in newly issued common stock, with an additional potential payment of $200 million based on the brand's growth over the next three years [7]. - This acquisition marks elf Beauty's largest deal to date and positions Rhode's founder, Hailey Bieber, as Chief Creative Officer and Innovation Lead, responsible for creative direction and marketing [8][10]. Group 2: Rhode's Market Performance - Founded just three years ago, Rhode has achieved over $212 million in annual net sales, primarily through a direct sales model and a limited product range of only 10 items [21]. - The brand's standout product, a lip balm, sold 1 million units in its first year, generating $16 million in revenue from a single SKU [21]. - Rhode's marketing strategy has effectively utilized social media, amassing 1.5 million followers on TikTok and over 67 million views on related topics on Xiaohongshu [21]. Group 3: Industry Trends - The consumer sector is witnessing a surge in mergers and acquisitions, with notable transactions including Skechers' agreement to be acquired for approximately $9.4 billion and Prada's acquisition of Versace for $1.375 billion [24][26]. - The consumer industry is perceived as resilient and attractive for investment during economic fluctuations, leading to increased capital interest in acquiring quality assets [26][28]. - Investment firms are actively raising funds for large-scale acquisitions, with L Catterton recently securing $11 billion in committed capital, indicating a strong focus on merger opportunities in the consumer space [28][29].