Rhode: Product Gaps, DTC-to-Retail Trade-Offs, and E.L.F. Integration Risk
Former Executive at Rhode
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Rhode: Product Gaps, DTC-to-Retail Trade-Offs, and E.L.F. Integration Risk(August 29, 2025)
Former Executive at Rhode
Interview Transcript
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My opinion always has to evolve. I'm trying to figure out why you bought a celebrity brand. Those things usually rise and fall with the celebrity's involvement. I definitely want to hear what you think about it.
For long-term growth in skincare, you need a catalog of products, which Rhode hasn't developed. With celebrity brands, like Hailey's, success isn't about her fans or Justin's fans buying the brand. It's about whether you and I buy it. I don't know if they can reach non-fans with their current strategy. I know about the turnover and legal issues they have, and it's not what I would want if I were at e.l.f. However, it could be a brand with a small chance of huge success, and maybe e.l.f., being cash-rich, decided to take that bet.
This is a snippet of the transcript.Contact Salesto get full access.
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