This is the first time a celebrity brand’s financials actually explain the hype.
Community first, ops second, attention third—and it shows up in the EBITDA.
Huge moment for the category. Also refreshing to see a major acquirer leaning into transparency instead of burying the numbers in footnotes. Raises the bar for everyone!
I love this financial break down! The hard thing about an every day founder learning from celebrity brands is awareness and influence at scale, which drives so much of how these brands generate sales and access capital. Would love to see a break down part 2 on ways to grow that aren’t about followers. I have mad respect for CPG founders. It’s hands down one of the hardest verticals to survive and scale
I'll admit, I have no clue what these numbers actually mean. But it had something to do with E.L.F which I've had a long relationship with in my beauty blogger days and Rhode which I've considered trying.
Thanks for this insight! Now to go research these terms to 1st grade level so I understand what it is lol!
ELF in general has made a huge turn around in the last 15 years from being just a cheap drug store brand that most teens scoffed at for being "uncool" to now being one of the most trusted brands with fantastic products for the same great price.
Honestly! They have really changed their perceptions and I think it was one of the reasons they share the P&L to show the market they're a serious player in the beauty M&A space
This is a great analysis - I can’t say I knew much about the unit economics of beauty brands in general, but fascinating to learn more about those and where Rhode and E.L.F. exist in that landscape
This is the first time a celebrity brand’s financials actually explain the hype.
Community first, ops second, attention third—and it shows up in the EBITDA.
Huge moment for the category. Also refreshing to see a major acquirer leaning into transparency instead of burying the numbers in footnotes. Raises the bar for everyone!
I love this financial break down! The hard thing about an every day founder learning from celebrity brands is awareness and influence at scale, which drives so much of how these brands generate sales and access capital. Would love to see a break down part 2 on ways to grow that aren’t about followers. I have mad respect for CPG founders. It’s hands down one of the hardest verticals to survive and scale
The most interesting breakdown— you made this easily digestible and understandable for those not in finance.
Thank you
The fact that the celeb is the marketing makes brands like this impossible to replicate, no?
Not entirely, I've seen other brands in the CPG space surpass these numbers without a celebrity face
Really! Wow. I know nothing about that side of the world. So interesting to me.
This was a robust and thorough analysis! And also validates me recommending the lip peptides treatment!
Thank you
Insane but such a great job analyzing this. More people in the space need to spend time with this analysis.
Thank you
ooh wowww
I'll admit, I have no clue what these numbers actually mean. But it had something to do with E.L.F which I've had a long relationship with in my beauty blogger days and Rhode which I've considered trying.
Thanks for this insight! Now to go research these terms to 1st grade level so I understand what it is lol!
That's really good insights, thanks for sharing !!
Thank you
Super interesting
Women buy and produce the dumbest shit there is- what a joke.
This was super fascinating. Thanks!
Really fantastic read!
Ps, the deadline for the Webbys is soon and they have a category for finance writing. #gogetyourprize
Thank you
ELF in general has made a huge turn around in the last 15 years from being just a cheap drug store brand that most teens scoffed at for being "uncool" to now being one of the most trusted brands with fantastic products for the same great price.
Honestly! They have really changed their perceptions and I think it was one of the reasons they share the P&L to show the market they're a serious player in the beauty M&A space
This is a great analysis - I can’t say I knew much about the unit economics of beauty brands in general, but fascinating to learn more about those and where Rhode and E.L.F. exist in that landscape
Thank you
This was a great, insightful and useful read.
Thank you David, you opened my mind.