Hailey Bieber’s skincare line, Rhode, just made a billion-dollar move—literally. In one of the biggest beauty deals of the year, e.l.f. Beauty announced it is acquiring Rhode in a deal valued at up to $1 billion. Yep, billion with a B.
A Glow-Up That’s Bigger Than Skin Deep
Founded in 2022, Rhode quickly became a Gen Z skincare obsession, known for its minimalist aesthetic, glazed skin look, and Hailey’s star power. In just three years, Rhode reached $212 million in net sales, doubled its consumer base, and was named the top skincare brand in Earned Media Value for 2024.
e.l.f. Beauty—already a disruptor in affordable cosmetics—is betting big on Rhode’s cult following and momentum. The acquisition includes $800 million at closing ($600M in cash and $200M in e.l.f. stock), with the potential for an extra $200M if Rhode hits performance targets over the next three years.
Hailey’s Still in the Driver’s Seat
If you’re worried Hailey’s stepping away, don’t be. She’s staying on as Founder, Chief Creative Officer, and Head of Innovation, continuing to lead product development and creative direction. She’ll also advise both Rhode and e.l.f. Beauty as they grow the brand together.
In her own words:
“I’m so proud of what we’ve built with Rhode in such a short time—and this next chapter with e.l.f. will help take this dream of mine to the next level.”
What’s Next?
Expect major retail moves: Rhode will launch at Sephora in North America and the U.K. later this year, bringing the glazed donut glow to more shelves—and more vanities.
This isn’t just a business deal—it’s a cultural moment. It marks a new era where influencer-founded brands aren’t just trending; they’re leading billion-dollar shifts in the industry.
Rhode started as Hailey’s vision. Now, it’s a beauty empire in the making.
