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Hailey Bieber's Rhode Acquired by e.l.f. Beauty in $1 Billion Deal

Hailey Bieber’s Rhode joins e.l.f. Beauty in a $1 billion deal, combining innovation and celebrity influence to redefine the future of accessible, high-quality skincare.

In a significant move that underscores the growing influence of celebrity-led beauty ventures, e.l.f. Beauty has officially acquired Hailey Bieber’s skincare brand, Rhode, in a landmark deal valued at $1 billion.

The acquisition, announced on Monday, combines $600 million in cash and $200 million in e.l.f. stock, with an additional $200 million in performance-based payouts over the next three years. The deal is seen as a strategic effort by e.l.f. to solidify its presence in the prestige skincare market, building on Rhode’s meteoric rise since its 2022 debut.

Founded by model and entrepreneur Hailey Bieber, Rhode quickly carved a niche for itself with a focus on minimalist skincare, high-performance ingredients, and cruelty-free formulations. Signature items such as the Peptide Lip Treatment and Barrier Restore Cream became cult favorites, earning praise from beauty editors, influencers, and skincare enthusiasts alike.

In less than three years, Rhode achieved over $200 million in net sales, driven largely by its direct-to-consumer model and Bieber’s vast social media reach. The brand's aesthetic and product ethos resonated strongly with Gen Z and millennial shoppers, often selling out within hours of launch.

Hailey Bieber, who has served as the creative force behind Rhode, will stay on as Chief Creative Officer and Head of Innovation following the acquisition. In a statement, Bieber expressed optimism about the brand’s future under e.l.f.’s stewardship.

“This partnership with e.l.f. allows us to take Rhode to the next level while staying true to our vision of effective, accessible skincare,” she said. “I'm incredibly proud of what we've built and excited to keep innovating.”

Tarang Amin, Chairman and CEO of e.l.f. Beauty described the acquisition as “transformational,” noting that Rhode’s values and momentum are aligned with e.l.f.’s mission of offering clean, affordable beauty to a broad audience.

“Hailey and the Rhode team have built something truly special,” Amin said. “By bringing Rhode into our portfolio, we’re not only entering a new product category with tremendous growth potential, but we’re also welcoming a brand that has disrupted the market with authenticity and purpose.”

The acquisition comes as Rhode prepares to expand into brick-and-mortar retail, with plans to launch in Sephora locations across North America and the U.K. later this year. e.l.f. Executives see this retail push as an opportunity to broaden Rhode’s footprint globally.

Industry analysts say the deal represents a pivotal moment in the beauty sector, reflecting both the growing power of influencer-founded brands and the shift toward digital-first consumer engagement. “This acquisition is not just about sales numbers,” said beauty industry consultant Lauren Park. “It’s about cultural capital. Hailey Bieber brings a built-in community, and that’s gold in today’s market.”

e.l.f., best known for its affordable makeup and skincare products, has built a reputation for nimbleness and innovation. The Rhode acquisition marks one of its boldest moves yet, signaling a desire to bridge the gap between mass-market accessibility and high-end appeal.

With Rhode’s strong brand identity, rapid growth, and continued leadership under Bieber, the integration is expected to enhance e.l.f.’s market position significantly.

As the beauty industry continues to evolve, this billion-dollar deal may well be remembered as a defining moment in the next chapter of celebrity entrepreneurship—and a clear sign that Rhode is here to stay.