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Zepto Cafes Down, Apple Expands, E.l.f. Buys Rhode- Retail’s Top Moves This Week

Is Gen Z reshaping beauty? See why e.l.f. paid $1B for Rhode. Plus top headlines from Nykaa, Reliance, CVS & more.

Author

Bindu Sharma
May 30, 2025

Table of Contents

📰 India Retail Pulse

🌍 World Retail Headlines at a Glance

💄 Deep Dive: E.l.f. Beauty Buys Rhode — Gen Z's $1B Skinfluencer Play

E.l.f. Beauty Buys Rhode

What’s New

E.l.f. Beauty has acquired Hailey Bieber’s skincare brand Rhode in a deal worth up to $1 billion, combining $600M in cash, $200M in e.l.f. shares, and an optional $200M earnout based on performance. Rhode, launched in 2022, has become a cult Gen Z brand with $212M in net sales (TTM ending March 31, 2025). The brand plans to enter brick-and-mortar retail with Sephora by end of year.

Why It Matters

This is one of the biggest beauty brand acquisitions led by a celebrity founder. It signals three major shifts in the beauty market:

  • Influencer brands are becoming acquisition targets, not just marketing tools.

  • Digital-first brands are scaling into omnichannel, with Sephora, Ulta, and others playing critical roles.

  • E.l.f. is positioning for cultural relevance + innovation, not just price-accessibility.

Use Cases and What We’re Watching

  • Brand Synergy: Rhode's minimalist skincare aesthetic fits E.l.f.’s evolving Gen Z playbook of “less is more.”

  • Channel Expansion: From D2C-only to Sephora shelves across North America and UK.

  • Product Innovation: Hailey Bieber remains Chief Creative Officer—signaling new SKUs in clean beauty and hybrid skincare/makeup.

  • Global Strategy: Rhode’s U.S. base + E.l.f.'s China-sourced manufacturing must navigate tariff volatility, already triggering a $1 price hike announcement for August 1.

Action Plan for Beauty & Personal Care Brands

✔ Evaluate influencer-led M&A potential — Celebrity founders with authentic brand equity can drive outsized value.
✔ Double down on community-first product drops — Rhode’s aesthetic has built a strong, loyal fanbase via TikTok and Instagram.
✔ Plan for D2C to retail migration — Be ready to prove velocity in-store after building online momentum.
✔ Monitor tariff and sourcing risks — E.l.f.’s move reflects how geopolitical factors can quickly impact pricing and margins.

Source: Wall Street Journal, AP News

🔥 Top Funding and IPO News in Indian Retail

✍️ About the Writer

Bindu Sharma

Bindu | Founder, World One Consulting

A seasoned entrepreneur with 20+ years of experience in building and scaling successful retail brands across India. Bindu has launched ventures like Oma, Renovation Factory, and MyEpique, and worked with leading names such as Westside, GoodEarth, Kiehl’s, and Pepsico. At World One Consulting, she empowers businesses with strategic insight, brand-building expertise, and a passion for sustainable, omnichannel growth.

Looking to work with us? Book an intro call here.

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