Latest news with #directtoconsumer
Associated Press
17 hours ago
- Business
- Associated Press
How Leclerc & Co. Is Redefining Affordable Luxury in the Watch Industry
In a market flooded with mass-produced designs and influencer-driven hype, a new contender is emerging - and doing it differently. WAN CHAI, HONG KONG / ACCESS Newswire / June 28, 2025 / Leclerc & Co, a rising direct-to-consumer watch brand, is setting a new standard for what it means to own a luxury piece without paying five figures - or compromising identity. Founded with a mission to blend timeless watch designs with strategic scarcity, Leclerc & Co has built a loyal fanbase among those who crave refinement without the noise. The brand's limited releases and signature design language echo the presence of old-money elegance - but with accessibility in mind. A spokesperson from the brand shared: 'We create exclusive pieces that people are going to admire on your wrist. We define exclusivity not by inflated price tags, but by intentional scarcity. Our pieces are designed to be affordable - but only a few will ever truly own them.' At the core of Leclerc's rise is a radical shift in how luxury is defined. Leclerc anchors its appeal in authenticity - tight inventory, no excessive branding, and a sharp focus on what actually matters: design, experience, and emotional connection. Each launch is handled like a private release - often selling out within days. Authentic Leclerc & Co pieces are only available through the brand's official website, a move that allows the company to maintain strict control over quality, pricing, and the customer experience - while preserving the brand's air of exclusivity. Discover 'The Date' - Leclerc's Signature Limited Release The latest drop, The Date Collection, represents everything the brand stands for: classic design, everyday elegance, and uncompromising quality. Each dial color is strictly limited to 100 pieces worldwide, reinforcing the idea that true luxury isn't mass-produced - it's quietly owned. Explore the full collection here: Each Leclerc & Co timepiece is hand-polished, meticulously finished, and authenticated with a certificate of provenance. This balance of understated status and affordable pricing is what sets Leclerc apart from the sea of 'affordable luxury' brands. Visit their official website here: Leclerc & Co International 2301, 23/f Bayfield Bldg 99 Hennessy Rd Wan Chai Hong Kong [email protected] Contact Person: Louis Leclerc SOURCE: Leclerc & Co press release
Yahoo
a day ago
- Business
- Yahoo
Audien Atom Hearing Aid Releases 2025 Accessibility Update: Wireless Charging, Invisible Fit & Direct-to-Consumer Simplicity Reshape Hearing Aid Market
The 2025 update to the Atom One and Atom 2 models introduces enhanced wireless charging, Comfort+ miniaturization, and multi-mode support in response to growing demand for non-prescription, affordable hearing technology LOS ANGELES, June 28, 2025 (GLOBE NEWSWIRE) -- FOR IMMEDIATE RELEASE Audien Hearing, a pioneering U.S.-based direct-to-consumer technology company, today announced its 2025 accessibility update for the Audien Atom Hearing Aid line. This update, driven by consumer needs and preferences, introduces innovative features such as non-prescription hearing support, wireless charging, and invisible in-ear design. As consumer behavior shifts towards self-managed wellness tools, Audien's direct-to-consumer solutions are gaining widespread interest across the tech-enabled hearing support landscape. With over one million customers served, the company's latest announcement addresses evolving demands for hearing aids that bypass traditional medical markups, require no prescriptions or fittings, and integrate effortlessly into daily life. The 2025 update, with its focus on affordability and accessibility, outlines specific improvements to the Atom One and Atom 2 models—both engineered for comfort, clarity, and cost transparency. What You'll Learn in This Accessibility Update Why demand for invisible, rechargeable hearing aids is increasing in 2025 How Audien Atom One and Atom 2 deliver performance without clinical pricing Where consumer search trends show growing interest in over-the-counter hearing support What new features like Atom Sound Technology™ and Comfort+ miniaturization mean for users How Audien aligns with the shift toward self-guided hearing wellness Hearing Aid Demand Surges as Consumers Seek Control, Clarity, and Simplicity More than 500 million people worldwide experience hearing loss, yet many remain underserved by traditional hearing aid models due to pricing, accessibility, or stigma. In 2025, hearing support is evolving from a clinical issue into a broader discussion about wellness and technology. Consumer behavior reflects this shift. Digital interest has grown substantially in phrases like "wireless hearing aids," "affordable hearing help," "hearing aid without prescription," and "invisible ear canal device." These keyword trends indicate a rising preference for performance, portability, and simplicity. Consumers are no longer willing to settle for outdated systems that require multi-step clinical approval and high out-of-pocket costs. Audien Hearing enters this market landscape with an accessibility-forward offering that aligns with these expectations: streamlined, rechargeable hearing support tools that consumers can order and use without medical consultations. The movement toward affordable, over-the-counter hearing wellness has found a foothold in the brand's direct-to-consumer strategy. 2025 Audien Product Announcement: Atom One and Atom 2 Offer Wireless and Minimalist Design Audien's 2025 update centers on its two flagship models: the Atom One and Atom 2. These devices are designed to provide non-prescription hearing support through technology-driven features that prioritize ease of use and affordability. Audien Atom One features: Compact design that fits discreetly into the ear canal Wireless magnetic USB-C charging Comfort+ ergonomics with a 20-hour battery life No prescription, fitting, or clinical visit is required Audien Atom 2 builds upon this foundation with: Four adjustable hearing modes for contextual use An extended battery duration Enhanced Comfort+ miniaturization for an improved fit Both models are part of Audien's broader goal to deliver accessible hearing amplification tools at a fraction of the traditional market price without compromising on usability or design. Atom One vs. Atom 2: Understanding the Differences and Use Case Scenarios The Atom One model is ideal for individuals seeking a low-maintenance, highly discreet solution for mild to moderate hearing support. Its ultra-compact form, simple magnetic charging, and streamlined single-mode amplification make it an excellent fit for first-time users or those prioritizing invisibility and ease of use in quiet or consistent environments. The Atom 2, meanwhile, expands on this offering with four distinct hearing modes. This added flexibility is designed for users who encounter a broader range of sound environments throughout the day, such as those working in public settings, teaching, or regularly transitioning between indoor and outdoor spaces. The extended battery life and upgraded Comfort+ fit also provide enhanced support for prolonged daily use. Both models are built around autonomy—removing the need for reprogramming, fitting appointments, or learning curves. The choice between them typically comes down to lifestyle, acoustic variability, and feature preferences. Rising Search Interest Reflects Market Shift Toward Self-Guided Hearing Solutions Across digital channels, interest in non-clinical hearing tools continues to expand. Search traffic has surged for key terms such as "rechargeable hearing aids," "invisible ear canal device," "affordable hearing help," "hearing aid without prescription," and "OTC hearing support 2025." These trends reveal a shift in consumer priorities, favoring autonomy, simplicity, and cost transparency over traditional in-clinic models. User forums and independent reviews consistently echo frustrations with legacy systems while spotlighting the appeal of modern, self-managed alternatives. The visibility of Audien Atom within these conversations signals not only product interest but a broader cultural embrace of hearing technology as a daily lifestyle accessory—comparable to fitness trackers or smart glasses—rather than a specialized clinical tool. Technology Spotlight: Inside the Audien Atom Series Audien's technical evolution is driven by consumer interest in modern wellness devices that provide clarity without complexity. The 2025 Atom product line is designed with user-friendliness in mind, featuring several core elements that ensure a seamless user experience: Atom Sound Technology™ This proprietary chip is designed to enhance speech clarity while minimizing ambient interference. It supports real-time speech amplification in environments where standard devices often struggle to function effectively. Magnetic Wireless Charging Architecture With USB-C wireless charging and 20–24-hour battery capacity, Audien devices eliminate the need for traditional hearing aid batteries. The portable charging case enhances convenience for travel and daily use. Comfort+ Miniaturization Design Both models prioritize discreet sizing and ergonomics. The Atom One is 22% smaller than previous iterations, enabling near-invisible wear that aligns with consumer expectations for subtlety and comfort. Multi-Mode Support (Atom 2 only) Four hearing modes provide customizable performance for various environments, from quiet indoor conversations to noisier public settings. This user-controlled feature enhances adaptability without requiring professional reprogramming. Together, these elements form a hearing solution designed for independent use—removing traditional barriers to auditory support and reframing what hearing devices can look and feel like in everyday life. User Journey and Market Reception The Audien Atom line has not only become a benchmark in the broader discussion about modern, self-directed hearing solutions, but it has also received overwhelmingly positive market reception. The public commentary reflects a shared desire for hearing support that avoids the burdens of clinic appointments and complex fittings. For many consumers—especially those exploring hearing devices for the first time—Audien offers a low-barrier entry point that feels accessible and intuitive. Recurring themes include: Preference for solutions that do not require hearing tests Appreciation for the plug-and-play nature of the Atom line The positive reception of the minimalist, invisible form factor Although some users voice skepticism regarding the effectiveness of low-cost hearing devices without personalization, others accept this trade-off in favor of convenience, discretion, and affordability. Hearing in Real Life: Consumer Profiles Reflect Use Across Ages and Lifestyles Audien's accessibility-forward approach is reflected in the diversity of its user base. A 62-year-old retiree in Arizona reported using the Atom One to comfortably engage in weekly book club meetings without feeling self-conscious. A 45-year-old elementary school teacher noted that the Atom 2 helped manage classroom acoustics by switching between noise-reduction modes throughout the school day. For younger users who may be sensitive to loud environments or early-stage hearing decline, the compact and wearable design offers seamless integration into everyday routines. Whether for navigating work meetings, family gatherings, or social events, the Atom line is being adopted by individuals seeking independence and functionality without a clinical label. These stories highlight the growing appeal of discreet, self-managed devices that serve both performance and lifestyle goals. Understanding the Regulatory Environment: Why Non-Prescription Hearing Aids Are Thriving Following the FDA's approval of over-the-counter (OTC) hearing aid sales in 2022, companies like Audien have gained traction by filling the gap between expensive medical devices and ineffective amplification gimmicks. The FDA's ruling opened the door for innovation and market competition, allowing consumers to access devices that support general hearing needs without navigating complex healthcare systems. In parallel, rising out-of-pocket healthcare costs have driven demand for self-managed wellness tools. As consumers take charge of their health journeys, the hearing aid category is benefiting from the same tailwinds as wearable fitness devices, vision correction platforms, and sleep optimization tools. Audien's product evolution reflects the influence of these macroeconomic and behavioral forces. Breaking Down the Cost Difference: Retail Models vs. Direct-to-Consumer Savings Traditional hearing aids can range from $3,000 to $7,000, often requiring multiple visits, tests, and service plans. These costs are frequently not covered by insurance and represent a significant financial burden for millions of consumers. Audien's direct-to-consumer approach eliminates intermediaries, showroom overhead, and the need for custom manufacturing. The result is a leaner, more transparent model that passes savings directly to users. Consumers pay a one-time cost for Atom One or Atom 2, with no contracts, subscriptions, or upsells. For individuals seeking mild to moderate hearing support, this model provides an opportunity to regain confidence in communication without incurring debt or navigating complex billing systems. Getting Started with Audien: What First-Time Users Can Expect New users can expect an intuitive setup experience. After unboxing, the devices can be fully charged using the included USB-C magnetic case in approximately 4 to 6 hours. Once charged, they are inserted directly into the ear canal and begin working immediately—no pairing, syncing, or calibration is required. Comfort and miniaturization ensure that users feel minimal pressure and visibility. Users are encouraged to wear the devices for short periods during the first few days to allow for a gentle adjustment period. Cleaning involves a soft brush or cloth, and a detailed maintenance guide is included for long-term care. The simplicity of this onboarding experience is one of Audien's most frequently cited advantages among first-time buyers. Direct Access and Consumer-Centric Availability Audien Atom Hearing Aids are available for purchase directly through the company's official website. The platform serves as both a product portal and an educational hub, offering instructional videos, specifications, and support materials to guide users through their experience. Key aspects of the direct-to-consumer model include: No prescription or audiologist consultation No clinic visit or retail markup Transparent product explanations with customer support access Audien does not provide diagnostic services or medical advice. Its offerings are wellness-aligned, non-clinical tools designed to enhance hearing clarity in ordinary daily situations. The company maintains compliance with consumer protection standards and clearly communicates the scope of its product applications. Final Observations: Hearing Wellness as a Lifestyle Choice The hearing support industry is evolving. Once viewed primarily as a domain of clinical intervention, hearing tools are now being reframed as part of the broader personal health and technology marketplace. Similar to shifts in vision correction, sleep optimization, and fitness tracking, the hearing space is embracing self-serve functionality and consumer-first accessibility. Audien's 2025 update reflects this transformation. With a focus on wireless charging, discreet design, and ease of use, the company's Atom series aligns with growing expectations for wellness products that are transparent, approachable, and compatible with modern life. These tools are not just for those with medical diagnoses—they're for anyone seeking more precise sound in everyday conversations. As awareness grows and consumer empowerment takes center stage, the Atom line may signal the future of how hearing wellness is delivered: directly, affordably, and without complexity. About Audien Hearing™ Audien Hearing™ is a U.S.-based wellness technology company focused on simplifying access to hearing support. Founded to address the cost and complexity of traditional hearing aids, Audien develops in-ear, rechargeable devices that emphasize user independence and design simplicity. All devices are offered through the company's online platform and are intended for non-clinical use. Audien does not provide diagnostic services or medical treatment. Its mission is to empower consumers to manage hearing support in a transparent, affordable, and approachable way. Contact Audien Hearing Email: info@ Website: Disclaimers This release contains general information only and does not constitute medical advice. The products referenced are not intended to diagnose, treat, cure, or prevent any disease. The Food and Drug Administration has evaluated no statements in this release. Individuals should consult with a qualified healthcare provider for any medical concerns. Results may vary by user. Audien Hearing does not provide audiological testing, clinical consultations, or professional medical services. CONTACT: Audien Hearing Email: info@ Website: in to access your portfolio
Vogue
3 days ago
- Business
- Vogue
Maggie Marilyn Resort 2026 Collection
Four years ago, Maggie Marilyn's Maggie Hewitt decided to shift the focus of her business to direct-to-consumer. At the time, she felt that she needed to take some time to re-center herself and her brand, which had grown quickly after being shortlisted for the LVMH Prize in 2017, just two years after she had founded it. 'We've spent the past years getting closer to the customers, understanding how to meet their needs, perfecting fits, and understanding what fabrications are going to be really durable and stand the test of time in wardrobes,' she explained in her Sydney showroom. Now, she's re-entering the wholesale world with her resort 2026 collection. 'We didn't have those insights when we had no direct-to-consumer business, so I think we're primed for more success going back into this [world]. Even though there's lots going on with the tariffs and everything else, I feel like we are primed with the right knowledge to make those partnerships a real success.' Her lineup for the season was decidedly more feminine than previous collections, with ruffle embellishments on shirt collars and slip dresses, and, most cleverly, on the hem of a simple polo sweater dress. An unexpected addition was a seashell print, which was inspired by memories of her upbringing in the coastal town of Bay of Islands in New Zealand. 'I grew up collecting seashells, and now when I take Ralph, my little boy, back home, seeing everything through his eyes, collecting shells together, and teaching him what everything is…it's just so special,' she said. Her watercolor seashells, in shades of pink and brown, were a funky take on the classic feminine summer floral, which contrasted nicely with bold striped pieces in a 'Neapolitan ice cream' color palette. Elsewhere, rugby sweaters and windbreakers inspired by pieces she remembered her dad wearing rounded out the offering. 'I think there's a playfulness that I've found since becoming a mom and seeing everything through new eyes, never forgetting the joy of getting dressed.' Hewitt continued: 'I think if you know how the clothing was created, that it comes from this place of integrity—we still have full supply chain transparency, we work with each tier of the supply chain, whether it be our farmers, growers, fabric mills, or the factories. I think that can also add a feeling of joy when you put [our clothes] on.'
Yahoo
6 days ago
- Business
- Yahoo
California Leads with Favorable Climate, Market Thrives on E-commerce and Direct-to-Consumer Trends
The US Outdoor Apparel, Footwear, and Equipment Market, valued at USD 35.2 billion, is growing due to rising outdoor activities, e-commerce expansion, and consumer demand for durable gear. California leads the market with its outdoor culture. Key growth drivers include health-focused lifestyles and increased outdoor participation. The market is set to expand with eco-friendly products and direct-to-consumer strategies. Dublin, June 24, 2025 (GLOBE NEWSWIRE) -- The "US Outdoor Apparel, Footwear and Equipment Market Outlook to 2029" report has been added to offering. The US Outdoor Apparel, Footwear and Equipment Market is valued at USD 35.2 billion, based on a five-year historical analysis. The market has experienced steady growth, fueled by a surge in outdoor recreation activities, expanding e-commerce channels, and rising consumer demand for durable, high-performance gear. The value further increased with strong brand collaborations, retail investments, and the growing adoption of direct-to-consumer models by key continues to dominate the US Outdoor Apparel, Footwear and Equipment market due to its favorable climate, high population, and established outdoor culture. The region supports extensive hiking, camping, and trail-running activities. Washington, Colorado, and New York also lead due to their expansive national parks, tourist footfall, and strong consumer base. High GDP contribution and mature distribution infrastructure reinforce their regional U.S. Department of the Interior (DOI), through agencies like the U.S. Forest Service and the National Park Service, has implemented stringent activity controls across major national parks and wildlife regions. Over 300 million acres of federal land are regulated for commercial recreation, with seasonal permit issuance reduced by 18% in 2024 due to environmental impact concerns, according to DOI. Restrictions impact product demand for specialized climbing and camping gear, while also encouraging low-impact equipment Outdoor Apparel, Footwear and Equipment Market SegmentationBy Verticals: The US Outdoor Apparel, Footwear and Accessories market is segmented by verticals into outdoor equipment & accessories, outdoor apparels, and outdoor footwear. Outdoor equipment & accessories holds a dominant share under this segmentation. This is due to their higher average price points and product durability. Items like tents, backpacks, and headlamps cater to frequent hikers and climbers, making them essential, high-value Material Type: The US Outdoor Apparel, Footwear and Accessories market is segmented by material type, with synthetic fabrics widely used due to their low cost, durability, and suitability for activewear. Natural fabrics like cotton and wool are preferred for casual outdoor clothing. High-performance blends such as GORE-TEX are favored in technical gear, while rubber, alloys, and composites serve specialized uses in equipment and outdoor Outdoor Apparel, Footwear and Equipment Market Competitive LandscapeThe US Outdoor Apparel, Footwear and Accessories market is dominated by a fragmented mix of global conglomerates and emerging domestic players. Key companies like VF Group, Deckers, Columbia, Amer Sports, and Patagonia operate through multi-brand portfolios and direct-to-consumer channels. However, a large share of the market remains with niche and premium brands, opening avenues for consolidation, sustainability-focused investments, and growth in high-margin outdoor lifestyle Outdoor Apparel, Footwear and Equipment Market AnalysisGrowth DriversExpansion in Outdoor Recreation Activities: Increased outdoor engagement is driving demand across equipment, footwear, and apparel. According to the U.S. Bureau of Economic Analysis, consumer spending on recreational goods and services reached USD 628 billion in 2024, up from USD 605 billion in 2023. National Forest System lands alone recorded 168 million visits, according to USDA data, reflecting a strong outdoor culture supporting product demand for rugged and specialized Surge in Middle-Aged Recreation: Participation by older demographics is fueling premium segment growth. The U.S. Census Bureau reports that over 110 million Americans are aged 40 and above in 2024, with significant disposable income. This group is increasingly engaging in hiking, trail walking, and national park travel, aligning with the rise in national park visits, which surpassed 325 million annual visits as per National Park Service Towards Health-First Lifestyle: A shift toward fitness and wellness is increasing demand for outdoor gear. According to the CDC, over 50% of adults are now participating in moderate to high-intensity physical activity on a weekly basis in 2024. Additionally, over 66 million U.S. residents use walking trails, national parks, or urban green spaces monthly, driving up demand for performance-based outdoor clothing and ChallengesIntegration of High-Fashion Collaborations: Luxury fashion houses are now co-branding with performance gear manufacturers. Brands such as Gucci, Moncler, and Arcteryx have reported multi-season collaborations with record pre-booking levels. This integration has turned outdoor fashion into aspirational daily wear, especially in urban markets. Department of Commerce data shows over 12 million urban Americans bought hybrid wear products merging fashion and function in Q1 and Digital Resale Boom: Personalized outdoor products and secondhand marketplaces are thriving. In 2024, the U.S. apparel resale market crossed 58 million active users, as reported by the U.S. Census e-commerce tracker. Platforms like StockX and ThredUp have shown exponential growth in outdoor segment resale, including trail footwear and parkas. This trend aligns with increased Gen Z and millennial buying behavior favoring customization and Outdoor Apparel, Footwear and Equipment Market Future OutlookOver the next five years, the US Outdoor Apparel, Footwear and Equipment Market is expected to witness sustained growth. Key drivers include the rising participation in outdoor recreation, strong retail and e-commerce momentum, and increasing consumer interest in performance-oriented and sustainable products. Additionally, expanding direct-to-consumer channels and fashion collaborations are likely to broaden the market base, supporting long-term demand across OpportunitiesGrowing Preference for Eco-Friendly Products: A major consumer shift is underway toward sustainable outdoor gear. According to the Environmental Protection Agency (EPA), over 80 million U.S. consumers prioritize buying environmentally friendly products. With over 15,000 retail brands receiving sustainability certifications under the Green Guides revision in 2024, outdoor gear companies now have the infrastructure to scale recycled, low-carbon materials specifically for tents, jackets, and trail in Direct-to-Consumer (DTC) Retail Expansion: Over 70,000 DTC businesses were registered in the United States by early 2024, according to the U.S. Small Business Administration. Outdoor brands are actively launching online-first or hybrid retail models to tap into high-margin channels. With digital advertising spend on outdoor and recreation products crossing USD 3.5 billion in 2024, brands like The North Face and Patagonia are investing heavily in direct sales infrastructure. Key Topics Covered: 1. Executive Summary1.1. Product Taxonomy1.2. US Outdoor Apparel, Footwear and Equipment Market Size1.3. Key Market Drivers and Restraints2. US Outdoor Apparel, Footwear & Equipment Market2.1. Country Overview2.2. Ecosystem of US Outdoor Apparel, Footwear & Equipment Market2.3. Historical Market Size (2019-2024)2.4. Market Segmentation by Verticals (2024)2.5. Market Segmentation by Activity Type (2024)2.6. Market Segmentation by Material Type (2024)2.7. Market Segmentation by Region Type (2024)3. Competition Scenario3.1. Market Share of Major Players3.2. Company Profile: VF Corporation - The North Face, Timberland, Vans3.3. Company Profile: Deckers - HOKA3.4. Company Profile: Columbia3.5. Company Profile: Amer Sports - Arc'teryx, Salomon, Atomic3.6. Company Profile: Patagonia4. Industry Analysis4.1. Market Growth Drivers4.2. Seasonality Trends4.3. Market Challenges4.4. Government Regulations for US Outdoor Apparel, Footwear & Equipment Market4.5. Legislative Acts Governing the Industry4.6. Regulations for Consumer Safety and Product Compliance5. Future Outlook of US Outdoor Apparel, Footwear & Equipment5.1. Market Outlook (2024-2030F)5.2. Future Segmentation by Vertical & Activity Type (2030F)5.3. Future Segmentation by Product Type & Region (2030F)6. Analyst Recommendation6.1. Competitive Landscape and Whitespace Analysis6.2. Strategic Market Entry: Identifying White Spaces for Differentiation6.3. Execution Roadmap: 6-12-18 Month Plan6.4. Market Risks and ChallengesDisclaimerContact Us A selection of companies mentioned in this report includes, but is not limited to: VF Group Deckers Outdoor Columbia Sportswear Amer Sports Patagonia For more information about this report visit About is the world's leading source for international market research reports and market data. We provide you with the latest data on international and regional markets, key industries, the top companies, new products and the latest trends. CONTACT: CONTACT: Laura Wood,Senior Press Manager press@ For E.S.T Office Hours Call 1-917-300-0470 For U.S./ CAN Toll Free Call 1-800-526-8630 For GMT Office Hours Call +353-1-416-8900
Yahoo
01-06-2025
- Business
- Yahoo
Hailey Bieber Just Sold Rhode for More Money Than We Could Even Dream Of
It's kind of wild to think about how Rhode, one of the most successful and influential beauty brands in recent history, debuted only three years ago. In 2022, the thought of selling the direct-to-consumer brand was a distant dream for founder Hailey Bieber—but it's already here. E.L.F. Beauty announced today that it is acquiring Rhode. Though this acquisition has been widely reported as a $1 billion deal, in reality, we have no idea yet just how much money will ultimately change hands. But it will certainly be a massive amount: As a press release tells it, that billion-dollar figure is 'comprised of $800 million of consideration payable at closing in a combination of cash and stock, subject to customary adjustments, and an additional potential earnout consideration of $200 million based on the future growth of the brand over a three-year timeframe.' As it stands, the agreement has been approved by the E.L.F. Beauty board of directors, and the transaction is expected to close next year. Allure spoke with Bieber today about what this means for her and her brand. In short: expansion, something Bieber had hoped to achieve since Rhode's conception. 'When you're launching a brand, you're just so focused on what's right in front of you at the time,' Bieber says of Rhode's early days. 'And of course, you always have really big dreams and really big goals for it. This is definitely one of those things being realized. I could never have anticipated that it would happen at this exact time.' That growth is certain with E.L.F. Beauty, which also owns Keys Soulcare, Naturium, Well People, and, of course, the blockbuster drugstore brand E.L.F. Cosmetics, bolstering it. As for the branding of Rhode, it seems that, going forward, it won't change much, if at all. 'We want to nurture Hailey's vision, and that includes providing more resources and investing more in marketing,' says E.L.F. chairman and CEO Tarang Amin, who calls Bieber the most thoughtful founder he's ever met. 'She's built an incredible team that we want to continue to build and expand globally.' Amin and Bieber's excitement to be working together is tangible even through a Zoom thumbnail, though that's to be expected of any two people who just made a deal as potentially lucrative as this one. Bieber says she feels confident about the E.L.F. team as business partners and as people since meeting them. 'Vibes matter,' Bieber says. She believes her new investors are, for lack of a better word, invested in her as a creative force (again, not a surprising thing for someone to say of an entity that's now funding their company). '[The E.L.F. team] care about founders and… supporting [my] vision and giving their resources to take it to the next place.' The first next place is Sephora. It was announced a week ago that Rhode will be expanding beyond its DTC model and arriving on the beauty retailer's digital and brick-and-mortar shelves this fall. 'I'm super excited,' says Bieber, reminding me that Rhode has also done plenty of its own in-person pop-up experiences. 'I think we'll probably still play in that space. But we're really focused on Sephora right now.' That doesn't mean there isn't a lot more for Bieber to do now that Rhode is moving under the E.L.F. umbrella. In fact, her role is set to expand, even trickling over to other parts of E.L.F: 'I'll be the chief creative officer and head of innovation at Rhode and advisor to E.L.F. Beauty,' Bieber tells Allure. 'I feel like at this very moment in time, my vision has never been more clear to me. I want to expand globally, and I have so many more dreams and goals that I want to be realized. And I really believe that E.L.F. is going to help us get there.' My last question about the immediate future of Rhode is whether this new partnership could mean a crossover collection with E.L.F. Cosmetics. When asked, Bieber offers a broad, sly smile. Amin responds, 'Well, that'll depend on our strategic advisor.' In other words: If Bieber wants it, we'll all get it. 'I'm always open to seeing how we can innovate together. I mean, that is the whole point of all this,' she tells Allure. 'I would say nothing's off the table.' More must-reads: This Genius Blush Tip Goes Against Everything You Were Taught Eczema Can Be Tougher on Black and Latinx Skin—Here's Why Is Evolysse the Answer to 'Filler Fatigue?' Now check out Nicole Kidman's new cover shoot: Originally Appeared on Allure Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
