Quite a spot on take on the Rhode-Glossier connection. I do think Emily Weiss wanted this type of exit for Glossier, but too many steps got in the way. The launch in Sephora and expansion into fragrance has definitely given them a shot in the arm.
You're right also about people writing e.l.f. off too quickly, Tarang and his team are really savvy. They haven't gotten QUITE the negative connotation of duping as Revolution, though some shots fired from Charlotte Tilbury (which actually I wonder if it just helped both brands), but it's all been intentional for them to keep staying afloat. Realistically them operating as they had been with the white package $1 line and black package Studio line originally kind of duping NARS wasn't going to have longevity and they've been smart and fast at meeting a demand for trends while still also releasing some good core products and really upping their marketing game. Then, they acquired Naturium surprisingly and I'm sure this is Phase 3 of e.l.f. really gunning towards being an even more competitive player soon. Getting Rhode and Hailey in the deal is them getting their money's worth.
THAT BEING SAID - yes. There are other brands who are doing more innovation-wise that I wish got similar valuation like the ones you mentioned, another big example I can also think of is Danessa Myricks. What she's been doing in makeup is cool, innovative, and easily caters to average makeup wearers and also makeup artistry.
Quite a spot on take on the Rhode-Glossier connection. I do think Emily Weiss wanted this type of exit for Glossier, but too many steps got in the way. The launch in Sephora and expansion into fragrance has definitely given them a shot in the arm.
You're right also about people writing e.l.f. off too quickly, Tarang and his team are really savvy. They haven't gotten QUITE the negative connotation of duping as Revolution, though some shots fired from Charlotte Tilbury (which actually I wonder if it just helped both brands), but it's all been intentional for them to keep staying afloat. Realistically them operating as they had been with the white package $1 line and black package Studio line originally kind of duping NARS wasn't going to have longevity and they've been smart and fast at meeting a demand for trends while still also releasing some good core products and really upping their marketing game. Then, they acquired Naturium surprisingly and I'm sure this is Phase 3 of e.l.f. really gunning towards being an even more competitive player soon. Getting Rhode and Hailey in the deal is them getting their money's worth.
THAT BEING SAID - yes. There are other brands who are doing more innovation-wise that I wish got similar valuation like the ones you mentioned, another big example I can also think of is Danessa Myricks. What she's been doing in makeup is cool, innovative, and easily caters to average makeup wearers and also makeup artistry.