Hailey Bieber, the model who turned her glowy skin into a full-on beauty empire, just made a massive move by selling her beloved skincare and makeup brand, Rhode, to e.l.f. Beauty for a jaw-dropping $1 billion.
This deal is shaking up the beauty world and feels like a love letter to fans who’ve made Rhode a viral sensation.
The Billion-Dollar Beauty Glow-Up
On Wednesday, e.l.f. Beauty—your go-to for wallet-friendly, high-quality makeup and skincare—shared the news that they’re scooping up Rhode in an $800 million cash-and-stock deal, with an extra $200 million tied to how well the brand performs moving forward. This is e.l.f.’s biggest purchase ever, and it’s clear they’re ready to step into the fancy skincare spotlight.
Since launching in 2022, Rhode has been a total game-changer, thanks to Hailey’s massive social media presence, Gen Z’s obsession, and TikTok’s viral magic. From the iconic Peptide Lip Treatment to their clean, minimalist vibe, Rhode became the brand everyone’s talking about.
Rhode Goes Global
Hailey took to Instagram to share her excitement, saying, “This is just the start! We’re bringing Rhode to new faces, new places, and global shelves.”
If you’ve been shopping Rhode’s sleek products through their website or rare pop-up events, get ready for a major upgrade: Rhode is hitting Sephora stores in the U.S., Canada, and the UK later this year.
Even with this big sale, Hailey’s not stepping away. She’ll stay on as the brand’s founder and take on a strategic advisor role, making sure Rhode keeps its signature cool, authentic vibe while growing under her creative guidance.
What This Means for e.l.f. Beauty
e.l.f. Beauty is the brand we all know from Target, Walmart, and Ulta, delivering amazing products that don’t break the bank. But buying Rhode? That’s their ticket to the high-end skincare world, aiming straight for younger, trend-savvy shoppers who live for that clean-beauty aesthetic.
“This is a huge leap,” said Sky Canaves, an analyst at eMarketer. “Rhode’s got a die-hard Gen Z fanbase and has stayed hot even when other luxury beauty brands hit a slump.”
e.l.f.’s CEO, Tarang Amin, couldn’t agree more: “Rhode brings something fresh and exciting to our lineup, making prestige beauty feel within reach for everyone.”
This isn’t e.l.f.’s first rodeo in the skincare game—they snapped up Naturium for $355 million in 2023—but Rhode’s acquisition shows they’re doubling down on premium, must-have products.
Why It Matters
Hailey’s joining the ranks of celebs like Rihanna and Selena Gomez, who’ve turned their star power into billion-dollar beauty brands. It’s proof that a strong personal brand, paired with smart business moves, can create something unstoppable.
Also Read: Justin Bieber Showers Love on Hailey Bieber After SZA Hand-Kiss Sparks Buzz
For Rhode fans (and beauty lovers in general), this deal means you’ll soon find those glowy, dewy products in more places, with maybe even some new goodies to obsess over, thanks to e.l.f.’s massive distribution network.
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