10/03/2026
Purely Elizabeth just sold for $800 million — to Ferrero. The same company that makes Nutella and Kinder eggs.
Elizabeth Stein spent 15 years building a brand women trusted because of what was in it. That’s not an accident. That’s the whole strategy.
The acquisition is a win on paper. The question worth asking is what happens after the deal closes — because the pattern of female-founded wellness brands getting acquired and then diluted is real, and it’s documented. Seventh Generation. Sweet Earth. Honest Tea.
$800M is proof the category is real. It just doesn’t tell us what the brand will be in five years.
Worth watching.