Why Rhode Might Not Be a Great Fit for e.l.f. Beauty?

e.l.f. Beauty’s $1.05 billion acquisition of Hailey Bieber’s Rhode may look like a bold move into prestige skincare, but it comes with significant risks. From an inflated valuation and debt-heavy financing to a mismatch in brand positioning and overreliance on celebrity appeal, the deal marks a sharp departure from e.l.f.’s historically disciplined strategy. With macroeconomic pressures, tariff headwinds, and an increasingly saturated beauty market, this acquisition could prove more hype than long-term value.

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