Core Viewpoint - Elf Beauty is acquiring Hailey Bieber's makeup and skincare brand, Rhode, for approximately $1 billion, which includes $800 million in cash and stock, plus a potential earnout of $200 million based on performance [1][4][10]. Group 1: Acquisition Details - The acquisition marks Elf's largest deal to date, following its $355 million purchase of skincare company Natrium in 2023 [10]. - Hailey Bieber will remain as founder and serve as a strategic advisor post-acquisition, which is expected to close in the second quarter of fiscal 2026 [11][13]. - The deal allows Elf to enter the prestige beauty market, diversifying its portfolio amid weak demand from mass-market consumers due to high inflation [4][10]. Group 2: Market Position and Strategy - Rhode, launched in 2022, has gained popularity through viral products on TikTok, such as its $18 "peptide lip treatments," and sells exclusively through its website and pop-up stores [6]. - Elf Beauty, known for its low-priced products starting at $2, is facing challenges in the mass market and aims to expand its reach with the acquisition of Rhode [5][9]. - The deal is seen as a strategic move to tap into the strong Gen Z following of Rhode, which has maintained momentum in a slowing prestige beauty market [5][10]. Group 3: Financial Performance and Future Outlook - Elf reported approximately $212 million in sales for the year ending March 31 and plans to expand distribution by selling at Sephora stores in the US, Canada, and the UK [9]. - The company has refrained from providing a fiscal 2026 forecast due to uncertainties regarding import tariffs, despite exceeding Wall Street expectations for fourth-quarter sales [11][12].