The strong performance of Naturium following its acquisition by e.l.f. Beauty provides reassurance that the recent $1 billion acquisition of rhode is unlikely to cannibalize existing e.l.f. Beauty sales. The two brands are at different price points, which suggests that they cater to different consumer segments within the beauty market. E.l.f. Beauty and rhode share a similar brand ethos: both are known for their strong digital community engagement and as trend-setters in both the physical (see rhode's viral phone case) and digital realm. Amin referenced the acquisition of Naturium to set the stage for the discussion of the company's agreement to acquire rhode. "We believe the acquisition of rhode is a unique opportunity to bring together two like-minded disruptors who are best in class at delivering high-quality innovation to highly engaged communities," he said. "The unique partnership accelerates our collective potential to transform the beauty industry.