Hailey Bieber's Rhode Sold to E.l.f. for a Cool Billion Bucks - They Must've Run Out of Makeup Ideas!
By Rex 'The Wrecker' Malone, Published 1 day ago
Well, slap me silly and call me a stockholder, folks. It looks like the beauty moguls at E.l.f. decided to throw a Hail Mary pass into the vanity fair, splashing out a billion bucks to buy Hailey Bieber's Rhode. Not because they're out of eyeshadow palettes, mind you, but because the only thing more valuable than a new mascara wand these days is a celebrity name, I guess.
Now, Tarang Amin, the big cheese over at E.l.f., told The Business of Beauty they're all about "joining forces." Joining forces? Sounds like they're gearing up for a corporate war, but instead of guns, they're armed with lipsticks and blush brushes. The real power, evidently, lies in the ability to pay a small fortune for a brand that's more famous for who's behind it than what it actually offers.
And let's not kid ourselves here, folks, E.l.f. didn't buy Rhode for its groundbreaking skincare line. No, they bought it for the Instagram clout, the social media engagement, and probably because they figured if they could get Bieber's name, they'd have more market leverage than a bull market on Wall Street. So here's to E.l.f., the latest corporation to prove that in the world of beauty, it's all about the brand, baby, not the product.
