In a major move that’s turning heads in the beauty industry, e.l.f. Beauty has officially announced the acquisition of Rhode, the skincare and cosmetics brand founded by Hailey Bieber, for a stunning $1 billion. The acquisition marks a significant expansion of e.l.f.’s portfolio, positioning the brand as an even stronger competitor in the rapidly evolving skincare and cosmetics space.
e.l.f. Beauty’s official press release confirmed the deal, which is expected to close by the end of 2025. The agreement underlines the growing synergy between celebrity-led brands and established beauty companies seeking innovation and relevance with younger consumers.
e.l.f. Beauty, best known for its affordable and inclusive cosmetics, has been on a growth trajectory for years. With a strong digital presence and a loyal customer base, e.l.f. has become a favorite among Gen Z and millennial consumers. The acquisition of Rhode signals e.l.f.’s commitment to expanding its skincare dominance and tapping into celebrity brand influence.
Rhode, launched in June 2022, quickly became a cult-favorite thanks to Hailey Bieber’s massive online following and minimalist skincare philosophy. Known for products like the Peptide Glazing Fluid and Barrier Restore Cream, Rhode has sold out multiple times and boasts a waitlist of thousands for some of its most popular items.
The decision to acquire Rhode fits into e.l.f.’s strategy of focusing on high-growth, digitally native brands that already have a passionate customer base and strong brand identity.
e.l.f. Beauty CEO Tarang Amin commented,
“Hailey and her team have built something truly special with Rhode. We’re excited to bring this fast-growing brand into the e.l.f. family and leverage our platform to take it to the next level.”
Founded by Hailey Bieber, the model and entrepreneur, Rhode quickly stood out in the crowded beauty market by offering simple, high-performance skincare. With an emphasis on hydration and skin barrier protection, Rhode’s philosophy aligns with current beauty trends that favor clean beauty, skinimalism, and science-backed ingredients.
The brand also focused heavily on direct-to-consumer marketing, leveraging Hailey’s own presence on platforms like Instagram, TikTok, and YouTube. Rhode’s sleek packaging, transparent messaging, and accessible price points made it a favorite among skincare enthusiasts looking for quality over quantity.
Rhode’s estimated annual revenue is reportedly over $100 million, making it a strong investment for e.l.f. Beauty.
Under e.l.f. Beauty’s ownership, Rhode will continue to operate as a standalone brand, maintaining its current team, branding, and product line. Hailey Bieber is expected to remain closely involved as the face and creative director of the brand.
This strategic move will give Rhode access to e.l.f.’s robust supply chain, global retail reach, and product development resources, enabling it to scale faster and introduce more products across multiple markets.
Hailey Bieber released a statement saying,
“Rhode has been my passion project, and I’m so proud of how far we’ve come. Partnering with e.l.f. gives us the opportunity to dream bigger and reach more people with skincare that really works.”
Industry insiders are calling this one of the biggest deals of the year in beauty. Rhode’s success proves that celebrity-led brands can go beyond hype, delivering high-quality products that resonate with customers long-term.
Analysts believe this move could spark a new wave of celebrity brand acquisitions, especially for labels that have demonstrated strong performance in a short time frame. With the e.l.f.-Rhode deal, the bar has been set high for similar partnerships.
Many have drawn parallels to previous celebrity beauty brand sales, like Rihanna’s Fenty Beauty (in partnership with LVMH) and Kylie Jenner’s sale of Kylie Cosmetics to Coty Inc. However, Rhode’s rapid valuation increase and limited product range make this acquisition uniquely impressive.
Forbes reported that this deal is likely to redefine beauty brand valuations in the coming years.
If you’re a fan of Rhode or e.l.f. Beauty, there’s a lot to look forward to. With e.l.f.’s resources and Rhode’s creative direction, customers can expect more product drops, better availability, and potential international expansion.
It also means that the affordable luxury positioning that both brands are known for will likely continue. Shoppers may see collaborative launches, enhanced skin-tech features, and maybe even Rhode branching into makeup, which would be a natural next step under e.l.f.’s umbrella.
As e.l.f. continues to redefine how beauty brands grow, its acquisition of Rhode is not just a business move—it’s a bold statement about the future of skincare and digital commerce.
The $1 billion acquisition of Rhode by e.l.f. Beauty is a landmark deal that reflects the growing influence of celebrity-backed brands, the power of digital marketing, and the increasing consumer demand for quality skincare.
By blending the entrepreneurial success of Hailey Bieber with e.l.f.’s business expertise, this partnership is set to create a powerhouse in the global beauty space.
Keep an eye on Rhode and e.l.f.—because the next chapter in beauty just got a major upgrade.
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