E.l.f. Beauty Acquires Hailey Bieber’s Skincare Brand Rhode in $1 Billion Deal
E.l.f. Beauty is acquiring Hailey Bieber,s skincare brand Rhode in a deal worth up to $1 billion . Discover what this Means for the beauty Industry,, Rhode,s growth,, and Bieber,s ongoing role in the brand,s future .
Overview of the Acquisition
On May 28, 2025, e.l.f. Beauty announced its acquisition of Hailey Bieber,s skincare brand, Rhode,, in a deal valued at up to $1 billion . The transaction includes an ”$800” million payment in cash and stock upon closing, with an additional $200 million contingent on Rhode’s performance over the next three years .
Hailey Bieber’s Continued Leadership Role
Hailey Bieber,, who founded Rhode in June 2022,, will remain actively involved in the brand,s operations . She will “Continue to serve as Chief Creative Officer and Head of Innovation, overseeing product development,, creative direction., and marketing . Additionally, Bieber will act as a strategic advisor to both Rhode and e.l.f. Beauty .
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Rhode’s Rapid Growth and Market Impact
Since its inception,, Rhode has Experienced significant growth . In the fiscal year ending March 31, 2025, the brand achieved ”$212” million in net sales . Rhode’s marketing strategies, including the promotion of the “glazed donut skin” trend and collaborations with influencers, have contributed to its success. The brand’s Peptide Lip Treatment sold out within three days of launch, amassing a waitlist of 44.000 .
Strategic Expansion for e.l.f. Beauty
The Acquisition of Rhode marks e.l.f. Beauty,s expansion into the Prestige skincare Sector . CEO Tarang Amin highlighted Rhode,s innovative approach and Alignment with e.l.f. s mission to offer Accessible,, high – quality beauty products . This move follows e.l.f. s previous acquisition of skincare brand Naturium for ”$355” million in 2023, further diversifying its portfolio .
Conclusion
The acquisition of Rhode by e.l.f. Beauty represents a Significant development in the beauty industry,, combining Rhode,s rapid growth and innovative marketing with e.l.f.,s Operational expertise and Global reach . Hailey Bieber,s continued involvement Ensures that the brand,s original Vision and authenticity will Remain central as it Enters this new Chapter .