Gen Z women are praising Hailey Bieber for rhode’s $1B deal with e.l.f Beauty. It’s no secret that the young gen loves rhode beauty—it’s been at the forefront of almost every viral “little treat” marketing campaign, and the lip treatment phone case was a moment of its own. Now, rhode has been acquired by e.l.f Beauty, which is Gen Z females’ top favorite beauty brand, according to YPulse Brand Tracker data. Of course, a huge part of rhode’s success is due to Bieber’s it-girl celebrity status, which influencer marketing platform Lefty says has driven $400M in earned media value by itself. Now, young people are taking to TikTok to praise the deal (though some are misunderstanding the acquisition as a collaboration) and Bieber’s “girlboss” status, with some commentors saying “she needs to write a book on manifestation,” and “it’s Hailey BaldWIN for a reason.” With young gens already loving rhode and e.l.f, it’s sure to be a winning move for both brands. (Vogue Business)
👀 Read more from YPulse: The Top 10 Beauty Brands According to Gen Z Females
