Latest news with #E.l.f.Beauty
Daily Mirror
13-07-2025
- Business
- Daily Mirror
Viral beauty brand launches cheeky campaign mocking men with this name
E.l.f. Beauty launched it's newest campaign and initiative to encourage company board workers to verify their gender and race on the Change The Board website, for this two year mission: E.l.f. Beauty's peak in popularity has included excellent dupe products, skincare in makeup and affordable prices that remain in our budget-friendly baskets. Their new campaign seems to go one step further, calling out the injustice of boardrooms favouring old, white men of this particular name. In a shocking discovery, e.l.f. Beauty's research shows there are "So Many 'Dicks' So Few of Everyone Else," with e.l.f. encouraging "more diversity across U.S. corporate boards." The ingenious campaign demands to be seen, posted across Wall Street, New York, asking why there are so few diverse hires in a market that predominantly targets women, of every race and skin tone. The hilarious play on words points out one cheeky fact that boardrooms cannot escape: the lack of diversity hires - particularly Black women. E.l.f's Change The Board campaign sets out to raise awareness of the substantial employment gap that favours hires nicknamed "Dick" over Black women of any name at all. e.l.f. Beauty Chairman and CEO, Tarang Amin, states his belief in the company's "unique Board of Directors" being the reason for their overall business growth. He said: "One of the most important things a diverse board does is bring in multiple viewpoints to make better decisions. At e.l.f. Beauty, empathy is part of our business model because it brings us closer to our community and the things people in the community care about". "A diverse board also helps us stay culturally relevant among multiple affinities. It's the unique combination and diverse school of thought that helps us lead innovation and brand demand in the industry". An interesting development since acquiring beauty mogul and model Hailey Beiber's Rhode Beauty just over a month ago, e.l.f. has now shared its commitment "to help double the rate of women and diverse members added to corporate boards by 2027". For more stories like this subscribe to our weekly newsletter, The Weekly Gulp, for a curated roundup of trending stories, poignant interviews, and viral lifestyle picks from The Mirror's Audience U35 team delivered straight to your inbox. Working with agency OBERLAND, the beauty giant completed its survey exploring the race and gender of each person serving on director boards of American-based companies listed on the New York Stock Exchange and NASDAQ. By researching biographies, images, public statements and public filings available to the general public, they proved that a surprising 566 men on these company boards were named Richard, Rick, or Dick. They also noticed that, compared to 'just the Dicks,' Black and Asian women of any name barely scratch the surface of White, male employees - with only 806 Black Women and and even lesser 774 Asian Women on boards. Significantly, there were only 283 Hispanic women on these same boards, and 19 times more men named Dick than the sole 29 women of Middle Eastern descent. Tragically, the report highlighted that a minuscule three Native American women serving on boards, compared to the 566 Richards and Dicks. Kory Marchisotto, the Chief Marketing Officer at e.l.f. spoke on the company's mission to diversify boardrooms, saying: "Diverse representation isn't limited to within the four walls of our company. We want to normalize diversity – and if it takes some ' in-your-face advertising to do it, we're happy to put it on some of the biggest screens you can imagine". She added that the aim of the data and campaign is "to invite others with us on this journey to drive real impact and help corporate boards more accurately reflect the world around us". Launched in May, 2025, the global beauty giant asks existing board members to visit Change The Board and "verify and update their gender and race to ensure the database is the most accurate representation of corporate boards in the U.S," all in the name of inclusivity and progression. Help us improve our content by completing the survey below. We'd love to hear from you!
Business of Fashion
13-06-2025
- Business
- Business of Fashion
Hailey Bieber on Building Rhode into a Billion-Dollar Beauty Brand
Listen to and follow the BoF Podcast: Apple Podcasts | Spotify | Overcast Background: When Hailey Bieber launched her beauty and skincare brand Rhode in 2022, it quickly built a loyal customer base and achieved rapid commercial success. By early 2025, Rhode had generated $212 million in annual sales and, in May, was acquired by E.l.f. Beauty in a landmark $1 billion deal. 'Rhode is not just about the product; it's the whole entire world of Rhode. I want people to feel something when they get the products. When they use it, I want them to feel that they are a part of something,' Bieber shared this week at The Business of Beauty Global Forum 2025 in Napa Valley, California. 'I really do see us being a legacy brand. Rhode is going to go down as one of the greats.' In her first public appearance since the acquisition, Hailey spoke with The Business of Beauty's executive editor Priya Rao about launching her brand, how the deal with E.l.f. transpired, and her vision for the future of Rhode. The author has shared a YouTube video. You will need to accept and consent to the use of cookies and similar technologies by our third-party partners (including: YouTube, Instagram or Twitter), in order to view embedded content in this article and others you may visit in future. Key Insights: Rhode is intentionally positioned as more than a skincare brand. 'It's not just about the product, it's the whole entire world of Rhode,' Bieber said. She envisions the company evolving into a lifestyle brand with editorial flair and cultural relevance beyond just beauty. In building Rhode, Bieber looked past traditional beauty incubators and industry insiders and instead focused on building a close-knit team with a fresh perspective. 'I knew I wanted to put my own money into it. I knew I always wanted to be the majority owner,' she said. The result is a brand that feels 'super curated and tight' — an intentional strategy to maintain clarity and control. The $1 billion sale to E.l.f. Beauty was not a quick decision. Bieber was deliberate about finding a partner that respected Rhode's DNA. 'Rhode is like my baby; I'm so precious about it. The idea of ever even considering [a sale] was a very big deal to me,' she said. Bieber underscored the importance of personal connection and integrity in building a brand that resonates. 'I am Rhode and Rhode is me,' she said, explaining that the brand's tone, aesthetic and communication all reflect her own sensibilities. 'That's why I always say, Rhode is my world. It doesn't feel like a job to me.' Bieber said she is building Rhode for the long haul, something that endures, rooted in authenticity and longevity rather than trend-chasing. 'I really do see us being a legacy brand,' Bieber said. 'Rhode's going to go down as one of the greats.' Additional Resources:
Business of Fashion
11-06-2025
- Business
- Business of Fashion
The Business of Beauty Global Forum: Hailey Bieber Is Just Getting Started
NAPA, CALIFORNIA — Hailey Bieber may have secured a coveted exit for her smash-hit beauty brand Rhode in a record amount of time, but the 28 year-old founder wants the world to know she's 'not going anywhere' under the new ownership. 'This is just the beginning for me,' she told The Business of Beauty executive editor Priya Rao onstage at Stanly Ranch in Napa Valley, California. In her first public appearance discussing how her brand Rhode was acquired by E.l.f. Beauty in a billion-dollar deal, Bieber shared details on how the brand arrived at its exit quickly and where it's headed next at the Business of Beauty Global Forum on June 10, 2025. The acquisition of her three-year old beauty and makeup brand was announced May 28, when it was revealed that it had earned $212 million in revenue in net sales for the fiscal year ending March 2025. 'Rhode is my world. It so doesn't feel like a job to me,' Bieber said. Building Hailey's World Looking back on the past three years, Bieber described how the idea for launching a beauty brand crystallized in 2020 during the early pandemic, inspired by her enthusiasm for skincare and the creatives she has worked with throughout her modeling career from makeup artists to photographers. But she also emphasized that she knew she always wanted to have full creative say over the brand, sharing that she put up the 'majority' of the money to bootstrap it. 'I didn't want to use an incubator; I knew I wanted to be the majority owner, always,' she said. While several beauty industry veterans have worked with the brand over the course of its rise, she highlighted the executives that were there from the beginning: co-founders Michael and Lauren Ratner, who hailed from entertainment rather than beauty. Bieber's majority ownership allowed her to exercise her creative vision for the brand to the fullest, she said. 'I am Rhode and Rhode is me,' she said of the brand's identity, adding that its 'editorial and sporty' visual language is a reflection of her inner world. She cited examples like their viral lip gloss phone case and recent campaigns featuring musician Tate McRae for its lip liner and actor Harris Dickinson, Rhode's first male face, for a new face mist. 'It's not just about the product, it's the whole entire world of Rhode,' she said. Sealing the E.l.f. Deal Onstage, Bieber also discussed her recent $1 billion E.l.f. Beauty deal, in which the world's fastest-growing public beauty company paid $600 million in cash for the brand plus $200 million in shares. An additional $200 million will be paid if Rhode's three-year growth goals are achieved. Bieber said she was not willing to sell the brand to just anyone. 'Rhode is like my baby; I'm so precious about it,' she explained. 'The idea of ever even considering' a sale was a 'very, very big deal to me.' But the acquisition, which was in the works for a little under a year, came about thanks to E.l.f's reassurance of her continued role at the helm. The E.l.f. Beauty and Rhode teams met for the first time over dinner in Los Angeles last fall. 'I remember walking away like, 'They're it,'' Bieber said. 'I knew it in my gut. We just said so many of the same things.' After building a brand entirely through direct-to-consumer sales, Bieber is ready to level up with the support of both E.l.f. Beauty and Sephora, its exclusive retail partner, which allows the brand to reach more people, provide a physical retail experience and facilitate global expansion. DTC will remain important to the brand, which will continue to host its blockbuster pop-ups that have seen hours-long lines in the past. Entering new international markets and marketing to more male consumers are among the brand's immediate ambitions, and Bieber made it clear she's in it for the long-haul, confident that Rhode will long outlast its peers. 'I know we've only been around for three years, and we're still such a baby, but I do see us being a legacy brand,' Bieber told Rao. 'Rhode's going to go down as one of the greats.' The Business of Beauty Global Forum 2025 is made possible in part by our partners Front Row, Unilever Prestige, Citi, McKinsey & Company, Getty Images, Grown Alchemist and Stanly Ranch and our awards partners L'Oréal Groupe and Sephora. If you are interested in learning about partnership opportunities, please contact us here.
Business of Fashion
04-06-2025
- Business
- Business of Fashion
Why Tariffs Haven't Led to Soaring Prices
For Erin Webb, the founder of the made-in-Italy belt brand Déhanche, it's been a few weeks of whiplash in a trade landscape that keeps shifting beneath her feet. However, her mantra for now is to keep calm and carry on with the hopes that one day soon American voters will come to their senses on President Donald Trump's disruptive tariffs. 'We've all learned to stay as zen as possible and maybe wait for the trade policies to stabilise post-Trump,' said Webb. 'The American people will realise that it's actually detrimental to the economy to have such high tariffs, whether that's in a matter of months or years.' In the meantime, Déhanche customers may be looking at a $75 to $100 increase on fall resort styles, while its evergreen Hollyhock or Constance belts that make up the bulk of the brand's sales will retain their $290 price tag. From global luxury houses to fast fashion to tiny independent labels, brands are being forced to rethink their pricing strategies on the fly. Each twist and turn of Trump's trade policy requires recalculating what costs can be avoided or absorbed, and what must be passed to consumers. Some have opted for blanket price hikes. E.l.f. Beauty announced a $1 across-the-board increase via a post featuring googly eyed versions of its products. 'Not gonna lie, inflation and tariffs are hitting us hard,' the brand said in an emoji-filled statement. Nike is reportedly considering a $5 mark-up on sneakers priced between $100 and $150, while LVMH told France's parliament last week it has room to raise prices by 2 to 3 percent. Others are holding the line. Childrenswear brand Mon Coeur will not raise prices at current tariff levels, according to its director of brand marketing Hannah Rosenberg. Its products are made in Portugal, and currently face only the new, 10 percent global tariff. But Trump has also threatened a 50 percent duty on goods made in the European Union, which could force the brand to reevaluate. Even then, Mon Coeur prices won't be reflected until late 2026 at the earliest. Abercrombie & Fitch and Gap Inc. are among the companies that said last month that they don't expect to pass on the cost of tariffs to consumers, even as they predicted turbulence ahead due to tariffs and the uncertain economic outlook. 'We definitely consider this raising of prices as the last item that we will try in our portfolio of tricks to try to offset [the tariffs],' Urban Outfitters chief executive Richard Hayne said in an earnings call on May 21. Some brands are keeping prices steady, reasoning that the highest tariffs won't go into effect until July, and that Trump may postpone them again. A US trade court has also ruled some tariffs unconstitutional, though Trump is appealing. But the biggest factor is that, with consumers already balking at high prices after several years of inflation, it may be better to hold the line and hope things work out than to risk alienating shoppers further. 'Right now, it's … a game of chicken,' said Dylan Carden, analyst at William Blair. 'But my research has called into question how much prices can go up.' The Case for Deflation In the days after Trump announced his tariff plan in April, Hermès and other luxury brands were among the first to say they'd hike prices in response. 'We are going to fully offset the impact of these new duties by increasing our selling prices in the United States from May 1, across all our business lines,' chief financial officer Eric du Halgouët said on April 17. The average price of women's apparel at wholesale retailers globally did jump 18 percent in the two-month period between April 1 and May 27, according to Competitoor, an Italian pricing analysis service. But brands haven't made any changes at their own stores or websites, said Competitoor chief executive Maurizio Catellani. He said that because prices for many luxury goods have soared so dramatically in recent years, they're as likely to go down as up this year, whatever happens with tariffs. Even the wealthy need to eat, after all. 'Before we buy fashion, we have to buy groceries and pay bills for our kids,' he said. 'I wouldn't be surprised if the prices actually go down.' On the mass retail side too, prices went up significantly in the years following the pandemic. With these expanded margins, retailers such as Abercrombie & Fitch are well-positioned to absorb the impact of tariffs rather than raise prices. 'Where we find ourselves today is a category with very little pricing power left,' said Carden. The Costco Principle When it does come time to hike, E.l.f. is likely to be the outlier with its indiscriminate approach. Generally, it's better to increase prices selectively — bumping a trendy sundress by $20 rather than the bestselling oxford shirt, said Kristin Savilia, chief executive of B2B commerce platform Joor. 'You want to think of it as psychological frames,' Savilia said. And because retailers are bringing to market smaller assortments in summer and fall, 'you can probably charge a little bit more for items that are different or new,' she added. For Déhanche, it's worth sacrificing margin on hero products because this category is what brings customers back to the brand again and again. Mon Coeur, too, opted to keep its entry-level products such as backpacks and lunch bags consistent in pricing despite seasonal increases on the cost of goods. 'If you have a client who has previously purchased and they come back and buy at a price that's elevated from two weeks or six months ago, they're going to feel [disappointed] and that undermines trust,' said Webb. Whereas for new seasonal pieces, novelty means the brand can get away with charging higher prices. It's the same principle, at the extreme, that has kept the price of Costco's hot dog and soft drink combo at $1.50 since 1985. Certain items drive customer traffic and loyalty more than profits. 'If you're a full-price apparel retailer and people love your $25 pocket tees, you're going to get people in the door for the pocket tee and they'll stay to buy something else,' said Carden. 'Raise the price on that something else.'
Yahoo
03-06-2025
- Entertainment
- Yahoo
All About Justin and Hailey Bieber's 'Miracle' Baby Jack Blues Bieber
Justin and Hailey Bieber welcomed their first child together in August 2024. The baby was named Jack Blues Bieber in keeping with a Bieber family tradition to have the initials "JB." His arrival caused a "total shift" in Justin and Hailey's and Hailey Bieber are the proud new parents of their firstborn son, Jack Blues Bieber. The couple welcomed their "miracle" baby in August 2024 and have basically been in the honeymoon phase with their son ever since. "The pregnancy was something that they very much wished and prayed for. The day they found out that Hailey was pregnant, was the best ever for Justin," an insider previously told People. "He was over the moon with excitement. It was a big celebration for them." Hailey Bieber has since celebrated her first Mother's Day as a mom, calling parenthood the "wildest, coolest thing I've ever done." Oh, and since welcoming Jack, she's somehow found time to ink a billion dollar deal for E.l.f. Beauty to acquire her viral skincare brand, rhode. Still, the model illuminated some of her fears around parenting in the limelight during an interview with The Sunday Times. "It's enough that people say things about my husband or my friends," she told the publication. "I can't imagine having to confront people saying things about a child.' That said, 'We can only do the best we can to raise them. As long as they feel loved and safe.' Ahead, everything the model and her pop star husband have shared so far about their baby boy, Jack Blues Bieber. The model did not reveal she was expecting until she was already six months pregnant. A source later explained their reasoning in an interview with People. 'They've felt very protective of the baby from the moment they found out,' the insider said at the time. 'It was important for them to keep it quiet and just enjoy for as long as possible before they publicly confirmed [it].' The couple did tell their close friends and family, however, and simply asked them "not share until they were ready to announce." Following the announcement, the rhode founder took her style cues from fellow celebrity mom Rihanna. Hailey actually referenced the "Umbrella" singer's pregnancy looks long before she herself was expecting, back in 2022. "[Rihanna] was the most gorgeous, hottest pregnant woman I've ever seen," Hailey told W Magazine. "And I think I'll only know when that time comes, but yeah," she said, "I definitely don't want to feel like I have to sacrifice my style when being pregnant. My style is something that's really important to me." New dad Justin announced his son's arrival on Instagram, writing, "WELCOME HOME JACK BLUES BIEBER 🐻." A source later told People that the couple was "overjoyed." "The baby is such a miracle. He's adorable and doing well," the insider said, adding, "Hailey's doing well, too." Though the couple did not reveal Jack's exact birthdate, fellow model mom Adwoa Aboah later let it slip that their babies were born "a day apart." Fans now believe that Jack was born on August 22. The name Jack Blues Bieber is sentimental for a number of reasons: Jack is the middle name of Justin's dad, Jeremy Bieber, and with the initials "JB," baby Jack is following in the footsteps of both Justin and his grandfather, as well as his aunt and uncle Jazmyn and Jaxon with his very own "JB" name. Roughly nine months after Jack's arrival, Hailey opened up about her birth story in an interview with Vogue. The beauty mogul revealed that she had suffered from life-threatening postpartum complications. 'That shit was so crazy. That was not fun. They broke my water. I went into labor and I labored for a few hours. No epidural, nothing,' Bieber said about her 18-hour labor. However, things took a turn for the worse after Jack's arrival when doctors were unable to stop her bleeding and she had a postpartum hemorrhage. Despite trusting her doctor 'with [her] life,' the model said her concerns escalated when the medical staff tried unsuccessfully to staunch her bleeding. Admitting she was starting to 'get a little freaked out,' Bieber shared, 'I had peace that I knew [my doctor] would never let anything happen to me. But I was bleeding really badly, and people die, and the thought crosses your mind.' Setting aside those stubborn divorce rumors, adding a new baby to the mix was apparently just what the doctor ordered for the husband and wife duo. 'There has been a total shift in their marriage since renewing their vows [in May 2024] and welcoming baby Jack,' a source told Us Weekly a few months after Jack's arrival. 'He's truly brought them so much happiness and a renewed bond.' Given that Justin is a major hockey fan, perhaps it will come as no surprise that the "Never Say Never" singer wants to share the sport with his son. At a charity hockey game benefitting victims of the L.A. wildfires, Justin told reporters that he would teach Jack to skate "as soon as possible," jokingly adding "it's never too early," per People. Read the original article on InStyle
