e.l.f. vs. Ulta: Rhode's Star Shines While Ulta Targets Affluent Shoppers
724FinanceGökberk Uçar
Key Highlights
e.l.f. Beauty (NYSE:ELF), Hailey Bieber'in Rhode markasının $1 milyar bedeliyle satın alınmasıyla hız kazandı. Son çeyrekteki %36'lık satış artışı, %1
e.l.f. Beauty (NYSE:ELF) has surged on the back of Hailey Bieber's Rhode acquisition, with Q1 sales up 36% driven by $160 million from Rhode. However, e.l.f.'s core brand declined. Ulta Beauty (NASDAQ:ULTA) saw 11% growth from affluent shoppers favoring prestige brands. e.l.f.'s reliance on Rhode vs. Ulta's broad-based appeal highlights structural differences. Rhode attracts 20-40-year-olds, while e.l.f.'s core brand underperformed. Ulta gains prestige share from Estee Lauder but loses lower-income customers. Hedge funds favor Ulta.
The divergence in growth strategies suggests different risks for investors. From an air freight logistics perspective, e.l.f. may face supply chain vulnerabilities, while Ulta's digital-first approach offers more adaptability.
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