In early April, it was known that Haley Bieber was looking for a buyer for Rhode Cosmetics, the brand of Haley Bieber. Now they say that the beauty imperial can be estimated as 1 billion dollars and brand sales can reach 200 million a year.
The former director of the experts-cazibe beauty department in the Russian beauty market and the author of the Organization Committee of the Professional Beauty of Beautarm, the author of the Beautarm’s professional beauty, Dycheva-Smirnova, the author of the Beautarm, Dycheva-Smirnova, the author of the professional beauty of Beautarm.
Why is Haley Bieber selling rhode?
We learned the Rhode brand in June 2022, and when Haley introduced its first product, it is a peptide fluid that promises to have a fashionable “secret” effect on the skin. Thanks to Haley, Rhode itself, Radiant’s Radiant, like a bun with icing, has become an effective presentation of the first agent. Six months later, the brand released a peptide lip balm in recognizable gray packaging, and then joined the peptide tone in the popular tones of Espresso, toast and others.
Now one of the most growing Rhode products in popularity is the blush that emerged in the American beauty market last summer. The brand is developing, the wife is growing, then why does it sell? According to Anna Dycheva-Smirnova, the best time to sell the brand is at the top. And maybe Rhode now has such a time. Indeed, according to the Reuters news agency, the income was $ 100 million last year and this was doubled. Therefore, after selling the brand now, you can correct the maximum value of the market value before the growth slows down.
Initially, Rhode was created not only with Bieber’s own money, but also with the participation of the London investment company. “Angel Capital Management and Aser Ventures also invested in brand investment funds that contributed to the development and expansion. Therefore, perhaps the desire to sell is not as the desire of Haley as investors. For them, this is an opportunity to get rid of a profit.
Who can buy Rhode?
According to Anna Dycheva-Smirnova, there are three potential buyers.
The first one on the list is one of the big beauty-ulus companies. For example, L’Oréal, Estée Lauder or Shiseido. “These companies are interested in young brands with Gen Z-Mecltience. Rhode can also be easily scaled for distribution and production, Rh says Rhode. Anna Sahakyan is also involved in this: “Estee Lauder, who seems to be a logical contestant for the Haley Bieber brand. Haley is close to Vaibu, and the approach to the face of the zero age brand, if the brand instagram* ‘s, perhaps the main tools for the brand, maybe the main vehicle for the brand, perhaps, maybe, maybe it may be written, perhaps written, perhaps the brand If it is written, perhaps if it is written, maybe if it is written, in an interview with the former Rhode Business, Estée Lauder, Bobbi Brown and Fenty Beauty said to create the same generation brand.
The next applicant is a large luxury contract for the purchase of Rhode. For example, Kering or Lvmh. Anna Dycheva-Smirnova believes that they can use the brand as part of the fashion asset portfolio, especially taking into account the Luxury Beauuty trend. In addition to LVMH, Anna Sahakyan includes Coty in the list of potential buyers, which purchased 51 % of Kylie cosmetic shares in 2020.
Private investment funds can buy Rhode, which will include a brand in a wider beauty holding or recovering. According to Anna Sahakyan, in the age of technology development, a large investment fund may be a buyer who can propose a business to scaling a business.
What awaits Rhode after sale?
Of course, any brand in the creation phase is planning to be sold at a good price, they are business conditions. However, it is important for us that no one will take Rhode, but what will happen to the brand in the future and whether he will continue to take an active role in the development of Haley Bieber.
According to Anna Dycheva-Smirnova, this will depend on the strategy of the new owner. The introduction of new product categories, the expansion of the line and access to new markets can strengthen the brand and make it even more popular and profitable. However, remember that Rhode products are also part of the lifestyle of the star that customers associate themselves. Haley is still the “spirit” of the brand. Without a soul – anywhere.
*Social Networks Instagram and Facebook are prohibited at the Russian Federation. With a court decision dated 03.21.2022, Meta was accepted as a pro -extreme organization in the Russian Federation.
Source: People Talk
I’m Roger Gritton, and I’ve been writing for the The Fashion Vibes for over 5 years now. My specialty is beauty news; I’m passionate about covering the latest trends, products, and innovations in the industry. In my time there, I’ve become known as an authority on all things beauty-related.
I love discovering new experts to interview, researching up-and-coming ingredients and techniques that are making their way onto our beauty shelves and highlighting people who are making a difference in the world of cosmetics. My work has appeared not only on The Fashion Vibes, but also several other publications including the New York Times Magazine, Allure Magazine and Refinery29.
