E.l.f. Beauty Just Snapped Up Hailey Bieber’s Rhode for a Whopping $1 Billion! Get Ready for a Glazed Future!
Hold onto your peptide lip treatments, beauty lovers, because there’s a new power couple in town, and it just dropped a cool $1 billion! In a move that’s sending shockwaves through the beauty biz, e.l.f. Beauty has officially acquired Rhode, Hailey Bieber’s mega-popular skincare line.
But here’s the best part: our girl Hailey isn’t going anywhere; she’s stepping into an even bigger role as Chief Creative Officer for Rhode, plus she’ll be a strategic advisor across e.l.f. Beauty’s entire awesome portfolio. Talk about a glow-up!
Rhode, launched by the model and entrepreneur in June 2022, basically took over our TikTok feeds (and our vanities) with its minimalist approach and effective, “glazed donut” skin philosophy. In just under three years, Rhode was already pulling in a reported $212 million in net sales. Impressive, right?
The Billion-Dollar Breakdown
This colossal acquisition is comprised of $800 million payable at closing in a combination of cash and stock, with an additional potential earnout of $200 million based on Rhode’s future growth over the next three years. Cha-ching!
Hailey’s New Reign: Beyond Just a Founder
For Hailey Bieber, 28, this partnership signifies a powerful step forward. Beyond her continuing role as founder, her new expanded titles as Chief Creative Officer and Head of Innovation for Rhode underline her deep commitment to the brand’s vision and product development.
She will also offer strategic guidance across e.l.f. Beauty’s diverse companies, including Well People, Naturium, and Keys Soulcare.
“e.l.f. Beauty found a like-minded disruptor in rhode,” shared Tarang Amin, Chairman and CEO of e.l.f. Beauty, in a statement.
“We are excited by rhode’s ability to break beauty barriers, fully aligning with e.l.f. Beauty’s vision to create a different kind of company. rhode is a brilliant brand that we believe is ready for rocketship growth.” You heard the man – rocketship growth!
Rhode’s Meteoric Rise: From Viral Craze to Retail Giant
Indeed, Rhode’s success stems not only from Bieber’s immense social media influence — sparking viral trends from “glazed donut nails” to essential peptide lip treatments — but also from its focused collection of high-tech, everyday skincare products. The brand initially thrived with a direct-to-consumer model but is poised for wider reach, with plans to launch in Sephora stores across North America and the U.K. later this year.
This acquisition marks one of the largest celebrity beauty deals in recent history, drawing comparisons to Kylie Jenner’s earlier partial sale of Kylie Cosmetics. However, Bieber’s continued significant involvement highlights a unique trajectory, cementing her ambition to build Rhode into a formidable global beauty presence.
A Strategic Alliance for the Future of Beauty
As the beauty landscape continues to evolve, this partnership underscores the enduring power of founder-led brands and the strategic genius of companies like e.l.f. Beauty in identifying and cultivating the next generation of beauty titans.
Get ready to see Rhode products popping up in more places and on more faces very, very soon. Your skin (and your beauty routine) can thank us later!