ELF Beauty

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Brand Description

Oakland, CA

Sales: $1.3 billion

www.elfbeauty.com

Key Personnel: Tarang Amin, chairman and chief executive officer; Mandy Fields, chief financial officer; Kory Marchisotto, chief marketing officer and president, Keys Soulcare; Scott Milsten, general counsel and chief people officer; Jennie Laar, chief commercial officer; Josh Franks, senior vice president, operations; Fanny Xu, vice president, general manager, China operations

Major Products: ELF Cosmetics, ELF Skin, Well People, Keys Soulcare

New Products: Rhode (acquisition)

Comments: For the past several years, ELF Beauty made headlines for product launches. In May, the company made headlines for its $1 billion purchase of Rhode. The deal includes $600 million in cash, $200 million in stock and up to $200 million based on the future growth of the brand over a three-year timeframe. Rhode Founder Hailey Bieber will serve as chief creative officer and head of innovation. The brand’s hero products include a peptide lip treatment and cinnamon roll lip tint.

“ELF Beauty found a like-minded disruptor in Rhode,” said ELF Chairman and CEO Tarang Amin. “Rhode further diversifies our portfolio with a fast-growing brand that makes the best of prestige accessible. We are excited by Rhode’s ability to break beauty barriers, fully aligning with ELF Beauty’s vision to create a different kind of company. Rhode is a beautiful brand that we believe is ready for rocket ship growth.”

ELF Beauty has been on a rocket ride of its own in recent years. In its recently concluded fiscal year, sales rose 28%, driven by strength across retailer and e-commerce channels, as well as geographically across US and international markets. Q4 marked the 25th consecutive quarter of net sales growth and market share gains, according to the company.

Key Personnel

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