E.l.f. Acquires Hailey Bieber’s Rhode in $1B Deal

In a landmark beauty industry acquisition, E.l.f. Beauty has purchased Hailey Bieber’s skincare brand, Rhode, in a deal valued at $1 billion. The move marks a significant moment in the convergence of celebrity entrepreneurship and strategic brand expansion. Read more about Rhode’s branding journey and acquisition details on AP News and US Weekly.

The Rise of Rhode

Founded in 2022, Rhode rose to prominence among Gen Z and millennial consumers within a span of less than 3 years, thanks to its clean aesthetic, affordable pricing, and focus on skinimalism—a minimalist skincare philosophy. Popular products like the $18 Peptide Lip Tint and $30 Pineapple Refresh Cleanser became cult favorites, often going viral due to the “glazed donut skin” trend.

Hailey Bieber’s strong presence across social platforms played a critical role in building the brand’s visibility and trust. Her authentic, hands-on promotion helped position Rhode as a modern, relatable, and effective skincare solution.

Hailey Bieber’s Vision

As founder and creative director, Hailey Bieber brought a distinct vision to Rhode—anchored in quality, transparency, and community involvement. Beyond skincare, Rhode championed social responsibility through the Rhode Futures Foundation, which supports charitable causes focused on equity and access. 

E.l.f. Beauty’s Strategic Acquisition

The acquisition aligns with E.l.f. Beauty’s strategy to strengthen and diversify its brand portfolio. The $1 billion deal includes $800 million in cash and stock, and an additional $200 million based on Rhode’s future performance over the next three years.

By acquiring Rhode, E.l.f. gains a digitally native, fast-growing brand with a devoted consumer base. The acquisition also enables E.l.f. to expand further into the prestige skincare market while maintaining its focus on accessibility and innovation. 

Future Plans and Branding

Rhode’s next phase includes expanding into Sephora locations across North America and the U.K. by the end of the year. Hailey Bieber will remain actively involved as Chief Creative Officer and Head of Innovation, preserving the brand’s original identity.

E.l.f. aims to use Rhode’s momentum to fuel innovation and deepen engagement with younger consumers, blending celebrity-led authenticity with scalable business growth.