Rhode Becomes e.l.f. Beauty’s Newest Acquisition in $1 Billion Agreement

e.l.f. Beauty Chairman and CEO Tarang Amin and rhode Founder Hailey Bieber

Hailey Bieber’s Rhode has officially joined e.l.f. Beauty in a landmark billion dollar deal, reshaping the future of celebrity-led skincare and signaling a new era of influence, authenticity, and scale in the beauty industry.

Hailey Bieber’s skincare brand Rhode has just been acquired by e.l.f. Beauty in a billion dollar deal that is shaking up the beauty industry. The brand, launched in 2022, became a cult favorite almost overnight. With a small lineup of hydrating essentials and an aesthetic rooted in soft-focus minimalism, Rhode captured the imagination of Gen Z and built a global following that went beyond celebrity hype.

e.l.f. Beauty, known for its accessible price points and bold digital strategy, is betting big on Rhode as the future of prestige-meets-viral beauty. With this acquisition valued at over one billion dollars in a mix of cash and stock, e.l.f. is signaling that it sees Rhode as more than a passing trend. It sees it as a beauty movement built around authenticity, influence, and community.

What made Rhode stand out in a crowded field was its ability to feel personal. It was not just about products but about presence. Hailey Bieber’s image was everywhere but never overly polished. The brand felt like it belonged in your bathroom cabinet and your Instagram feed. This blend of intimacy and aspiration became its formula for success.

This acquisition is also a strategic leap for e.l.f. which has been steadily growing beyond its drugstore roots. After purchasing clean skincare brand W3LL People and science-forward Naturium, adding Rhode to its portfolio builds a new kind of brand ecosystem. One that blends mass accessibility with cool factor and cultural relevance.

Hailey will remain closely involved in the brand’s creative direction. Her continued leadership reflects a shift in how companies view celebrity founders not just as faces of the brand but as key decision makers with vision and long-term value.

With e.l.f.’s scale and resources Rhode is expected to expand its global footprint and potentially enter new categories while staying true to its edited aesthetic. Consumers can expect to see the same focus on skin barrier health and glow-centric formulas but with broader reach and more innovation.

In an industry that is evolving fast this moment marks a significant pivot. Beauty is no longer just about formulations or packaging. It is about story. About resonance. About how a brand makes someone feel in their own skin.

Rhode was built on that feeling. And now with this historic acquisition it has the power to bring it to more people than ever before.