May 28, 2025 — In a transformative move within the beauty industry, e.l.f. Beauty has announced the acquisition of Hailey Bieber’s skincare brand, Rhode, for a total consideration of up to $1 billion. The deal comprises $800 million in cash and stock at closing, with an additional $200 million contingent on Rhode’s performance over the next three years.
Since its launch in June 2022, Rhode has rapidly gained traction, achieving $212 million in net sales in the fiscal year ending March 31, 2025. The brand is renowned for its minimalist product lineup, including the Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment, and has recently expanded into makeup with products like the Pocket Blush.
Hailey Bieber will continue to lead Rhode as Chief Creative Officer and Head of Innovation, overseeing product development, creative direction, and marketing. She will also serve as a strategic advisor to e.l.f. Beauty. Bieber expressed enthusiasm about the partnership, stating, “From day one, my vision for Rhode has been to make essential skincare and hybrid makeup you can use every day. Just three years into this journey, our partnership with e.l.f. Beauty marks an incredible opportunity to elevate and accelerate our ability to reach more of our community with even more innovative products and widen our distribution globally.”
e.l.f. Beauty’s CEO, Tarang Amin, highlighted the strategic alignment between the two companies, noting that Rhode’s rapid growth and strong brand identity complement e.l.f.’s mission to make prestige beauty accessible. The acquisition is expected to enhance e.l.f.’s portfolio and expand its reach among Gen Z and millennial consumers.
This acquisition signifies a notable shift in the beauty industry, emphasizing the growing influence of celebrity-founded brands and the importance of authentic, founder-led visions in driving brand success.
