e.l.f. Beauty acquired Hailey Bieber's Rhode skincare brand for $1B in May 2025. Rhode is doing $390M net rev (+80% YoY) but only in 20% of Sephora stores globally — 5x distribution runway. Legacy e.l.f. namesake brand declining masks the Rhode growth story. Stock down 65% from highs, trading at 15.5x forward P/E with 25% revenue growth.
Narrative: JUL 7 CLOSE: ELF at $74.99 (+2.04%). Well above max_entry $57 - entry zone closed. Rhode thesis playing out. Stock recovered from $65.09 (Jun 25) low. No entry possible at current levels but thesis still confirming. Watch for pullback as Rhode sales data comes in.
Next catalyst: Rhode Summer collection sales numbers (Jul-Aug), Q1 FY2027 earnings (Aug), Rhode retail expansion
Max entry: 57.0 · Entry limit: 55.0 · Profit target: 30.0 · Timeframe: months