When we talk about marketing funnels, it’s easy to get excited about the awareness stage (TOFU) or the consideration stage (MOFU). But if you need a quick refresher on the full funnel, check out our simple guide to TOFU, MOFU, and BOFU explained here.
Now let’s deep dive into where the real conversions happen—BOFU—where leads turn into loyal customers and brands like Rhode become billion-dollar stories.
Contents
Summary Table: BOFU vs. Other Funnel Stages
| Funnel Stage | Audience Readiness | Content Focus | Goal |
|---|---|---|---|
| TOFU | Unaware/Just Interested | Educational, Awareness | Attract & Inform |
| MOFU | Problem-Aware | Solution Exploration, Nurture | Build Trust & Consideration |
| BOFU | Purchase-Ready | Conversion, Decision-Enablement | Convert & Retain |
A recent example that made headlines and also gave us a perfect playbook of BOFU tactics?
e.l.f. Beauty’s $1B acquisition of Hailey Bieber’s skincare brand, Rhode.
Let’s decode how this high-profile business deal is actually a masterclass in BOFU (Bottom of the Funnel) marketing—and what students and aspiring marketers can learn from it.
What is BOFU in the Marketing Funnel?
BOFU stands for Bottom of the Funnel, the final stage of the marketing journey where leads are:
- Highly informed
- Comparing options
- Ready to buy
At this stage, your audience isn’t just browsing—they’re evaluating specific solutions, checking reviews, and asking: “Why should I choose you over your competitors?”
BOFU Content: What Works?
To convert these warm leads into paying customers (or in e.l.f.’s case, make a billion-dollar acquisition!), marketers focus on:
- Product Demos & Live Presentations
- Free Trials
- Case Studies & Testimonials
- Competitor Comparison Guides
- Discounts & Offers
- FAQs & Buyer Guides
- Onboarding & Customer Success Support
The goal? Build confidence. Kill doubts. Push for action.
Case Study: e.l.f. Beauty’s BOFU Brilliance in Acquiring Rhode
When e.l.f. Beauty bought Hailey Bieber’s skincare brand Rhode in 2025, it wasn’t just a business move—it was a textbook execution of BOFU marketing in action.
Here’s how:
1. Laser-Targeted Decision-Making
e.l.f. didn’t randomly chase startups. They identified Rhode as:
- Gen Z favorite
- DTC (Direct-to-Consumer) powerhouse
- Proven sales track record ($212M in <3 years)
👉 BOFU takeaway: Target highly qualified leads, not broad audiences.
2. Addressing Objections with Smart Deal Structuring
$800M upfront + $200M performance-based earn-out = strategic trust-building.
Plus, the deal included:
- Intellectual property reviews
- Litigation checks
- Financial due diligence
👉 BOFU takeaway: Handle last-minute doubts with clarity, proof, and flexibility.
3. Leverage Social Proof: The Hailey Effect
Hailey Bieber isn’t just a founder—she’s an influencer with massive earned media value (EMV). Her fanbase = loyal, vocal, and global.
👉 BOFU takeaway: Use testimonials, social proof, and market validation to win buyer confidence.
4. Plan for Post-Purchase Loyalty
Hailey stays on as Chief Creative Officer. e.l.f. ensures Rhode’s vibe remains intact. Plus, global expansion through Sephora and e.l.f. stores.
👉 BOFU takeaway: BOFU doesn’t end at purchase. Retention, loyalty, and advocacy matter just as much.
5. Data-Driven Justification
With $212M in sales, high EMV, and DTC growth—Rhode wasn’t a gamble. It was a calculated, data-backed move.
👉 BOFU takeaway: Always use hard data to back big decisions.
BOFU Breakdown Table: e.l.f. x Rhode
| BOFU Strategy | How e.l.f. Used It |
|---|---|
| Qualified Targeting | Rhode’s Gen Z pull, proven DTC success |
| Objection Handling | Deal structure + legal clarity + risk management |
| Social Proof | Celebrity founder + viral buzz + loyal community |
| Post-Purchase Relationship | Retained leadership + expansion plans |
| Data-Driven Decision | Revenue, EMV, DTC performance data guiding the move |
Student Takeaway: Why You Should Care
If you’re a marketing student, content strategist, or brand builder, understanding BOFU is non-negotiable. It’s where the deals happen. The sale closes. The revenue comes in.
And if you ever launch your own brand (maybe the next Rhode?), this is the stage you’ll need to master.
Final Thought
Hailey Bieber gave us more than just glowing skin—Rhode x e.l.f. is your roadmap to mastering BOFU marketing.
Whether you’re preparing for UGC NET, writing your marketing thesis, or planning your next campaign, remember:
Don’t just attract. Convert. Retain. Advocate.
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