Hailey Bieber sells good looks in $ 1B deal Elf good looks to make-up emblem street

Road, Hailey Bieber’s makeup and Skincare brand are being instigated by Elf beauty for about $ 1 billion, making the budget cosmetic retailer access to a celebrity-endorsed product line which has become extremely popular between genes and millenia.

The ELF stated that on Wednesday it would pay $ 800 million US to road shareholders in combination with cash and stock, and consider an additional potential earning of $ 200 million US under some performance-related situations.

Reuters reported last month that 28 -year -old model Bieber was discovering the sale of the brand.

For Elf, this deal will mark the change in strategy and expansion in the beauty market, as the company faces weak demand from market customers on a large scale, which is constantly being pressurized by high inflation.

Elf – Short for the eyes, lips and face – offers products below US and Canadian retailers, including Walmart, Opper Beauty, Target, Shoppers Drug Mart and Rexol, products below US and Canadian retailers offer products below $ 3 USs from US and Canadian retailers.

On the other hand, Road-which launched in 2022 and tickek-viral products such as its $ 18 US “peptide lip treatments”, especially sells through its website or pop-up store, which depends a lot on the social media effects of Bieber.

Bieber said, “Elf beauty gained an incredible opportunity to increase and intensify our ability to reach our community with more innovative products of our community and widen our distribution globally.”

The company sold about $ 212 million in sales for the year to end on 31 March, and after this decline is planning to start sales in the US and Canada at the Sepora stores, followed by the UK by the UK.

Elph’s CEO Tarang Amin said in a statement, “Road gave a variety of diversity to our portfolio with a fast growing brand, which makes the best reputation accessible.”

Earlier this year, ELF shares increased by 20 percent after the company warns to cut the annual forecasts and weaken the demand.

The ELF deal with the road will mark the largest acquisition to date and follows the $ 355 million American acquisition of the Skincare Company Natrium in 2023.

Bieber will continue his role as founder and will also serve as a “strategic advisor” after the deal is closed. The transaction is expected to close in the second quarter of FY 2026.