How E.l.f pulled off its $1 billion Rhode deal

In this articleELF your favorite stocksCREATE FREE ACCOUNTIn its first fiscal quarter since President Donald Trump's tariffs were announced, cosmetics company E.l.f

Beauty reported a 30% decline in net income, causing its s to fall nearly 11% the day after its earnings report

Yet the company's CEO, Tarang Amin, said he's focused on E.l.f.'s 26 consecutive quarters of net sales growth, the company's international and retail expansions, and the new $1 billion acquisition of Hailey Bieber's skincare brand, Rhode. "We've been able to ve people wrong for 26 straight quarters," said Amin. "So we're not worried any short-term stock reaction," he said."We feel that this consistency of our dery in the end of the day is the most important thing

And people always come around," Amin added.E.l.f.'s affordable-yet-premium ducts have gone viral on social media thanks to the rise of "dupe culture," and a focus on marketing on TikTok, Roblox and even during the Super Bowl

Cosmetics was the No. 1 color cosmetics brand in the U.S. by units sold — and No. 2 by dollar — in 2024, according to the company

It's also the most purchased brand by Gen Z, Gen Alpha and millennial consumers, the company says. "We do think that over time, they will eventually be the No. 1 mass cosmetics company globally," said Anna Lizzul, a Bank of America Securities analyst covering household, personal care and beauty

Rhode grew to $212 million in net sales in just three years, according to E.l.f."I think there's a very good chance that this turns out to be pretty heavily accretive

So, through that lens, I them getting scrappy and figuring it out," said Baird Managing Director Jon Tenan.Watch this to learn more.