Tarang Amin

That's just what's scanning every week.

Out of that, only 26 have $100 million in retail sales, not even net sales, just retail sales.

So I'm really proud that we have four brands that have over $100 million in retail sales.

Elf Color Cosmetics, Elf Skin, Notorium, and Rode.

We're doing pretty well when it comes to our portfolio.

Well, you know, there are a lot of parallels between what Rode was doing and what Elf was doing.

There's a lot of mutual admiration in terms of how we disrupt, how we engage our community.

But the way we look at acquisitions is we use our vision as a lens.

Our vision is to build a different kind of beauty company.

And we're going to do that by building brands that disrupt norms, shape culture, and connect communities through positivity, inclusivity, and accessibility.

And Rode did all of those things.

I mean, Haley and her team have built a brand like I've never seen.

In less than three years, they went from zero to 212 million in net sales, DTC only, with just 10 products.

I've never seen it.

And beyond never seeing it, the thing I particularly loved about what Rode has done is the level of consumer fervor the brand has.

I've never seen a brand where...

People will be willing to wait out overnight for 14 hours for an event Haley's not even at they're buying into the entire product the entire Lifestyle and it's just a phenomenal brand, you know since we bought the brand we closed in August We've launched road into all North American Sephora doors Sephora in the UK and in both cases

It was the biggest launch Sephora ever saw in their history, something like three or four times bigger than their next biggest launch ever.

So it tells you the specialness of the brand and how much it's resonating.

Well, I'd say it's a consistent strategy.