e.l.f. Beauty Acquires W3LL PEOPLE for $27 Million

e.l.f. Beauty Acquires Naturium for $355M

August 29, 2023

Consumer Products

e.l.f. Beauty has signed a definitive agreement to acquire skin care brand Naturium for approximately $355 million in cash and stock. The acquisition expands e.l.f.'s presence in skin care, is expected to be accretive to adjusted EPS in fiscal 2024, and will allow Naturium to continue operating from its Los Angeles headquarters under the e.l.f. portfolio.

e.l.f. Beauty Acquires Hailey Bieber’s rhode for $1 Billion

May 30, 2025

Consumer Products

e.l.f. Beauty agreed to acquire Hailey Bieber’s skincare brand rhode in a deal valued at approximately $1 billion. The acquisition gives e.l.f. a foothold in the prestige skincare channel (rhode will continue to operate from Los Angeles with Hailey Bieber remaining as chief creative officer) and is being financed in part with new debt.

FullBeauty Brands Acquires ELOQUII from Walmart

April 23, 2023

E-Commerce

FullBeauty Brands has agreed to acquire plus-size fashion brand ELOQUII Inc. from Walmart; terms were not disclosed. The deal will position ELOQUII as the anchor tenant in FullBeauty's new digital mall and help FullBeauty expand its presence in the fast-growing U.S. women's plus-size apparel market.

Unilever Acquires Personal Care Brand Wild

April 1, 2025

Consumer Products

Unilever has acquired Wild, a UK-founded digitally native personal care brand known for refillable, plant-based deodorants, lip balms and bodycare products. The acquisition — terms undisclosed — is intended to strengthen Unilever's premium and sustainable personal care portfolio and accelerate Wild's growth across DTC, retail and international markets.

Yellow Wood Partners Acquires Elida Beauty from Unilever

June 6, 2024

Consumer Products

Yellow Wood Partners completed the acquisition of Elida Beauty, a portfolio of legacy Unilever beauty and personal care brands (including Q-tips, Caress, Ponds for North America/Europe, Impulse, Noxzema, Monsavon and Timotei). The transaction is a corporate carve-out from Unilever; Yellow Wood will operate Elida Beauty as an independent company with offices in Dallas, London and Paris and has named Alfie Vivian as CEO to lead the next phase of growth.

Edgewell Personal Care Company Acquires Billie Inc.

November 29, 2021

Consumer Products

Edgewell Personal Care Company acquired Billie Inc., a digitally native direct-to-consumer women's personal care brand, in an all-cash transaction valued at $310 million that closed on November 29, 2021. The acquisition adds Billie's DTC and digital capabilities to Edgewell's portfolio and positions the brand for expansion into U.S. brick-and-mortar retail while keeping Billie led by its co-founders.