Hailey Bieber’s Rhode Acquired by e.l.f. Beauty in $1 Billion Deal: A New Era for Celebrity Skincare Brands
- Luxe magazine Switzerland
- 7 days ago
- 2 min read
Hailey Bieber’s Rhode Acquired by e.l.f. Beauty in $1 Billion Deal: A New Era for Celebrity Skincare Brands
In a landmark move within the beauty industry, e.l.f. Beauty has announced the acquisition of Hailey Bieber’s skincare brand, Rhode, for a staggering $1 billion. The deal comprises $800 million in cash and stock, with an additional $200 million contingent upon Rhode’s future performance.  
Rhode’s Meteoric Rise
Launched in 2022, Rhode quickly garnered attention for its minimalist product line and Bieber’s personal involvement. The brand’s initial offerings the Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment emphasized hydration and skin barrier support. Bieber’s philosophy of creating “one really good” version of each product resonated with consumers seeking simplicity and efficacy in skincare.  
By March 2025, Rhode reported net sales of $212 million, a testament to its rapid growth and market appeal. The brand’s success is attributed not only to its product quality but also to Bieber’s active role in product development and marketing, fostering a strong connection with her audience. 
Strategic Synergy with e.l.f. Beauty
e.l.f. Beauty, known for its commitment to accessible and affordable beauty products, sees the acquisition as a strategic expansion into the prestige skincare market. CEO Tarang Amin highlighted Rhode’s alignment with e.l.f.’s mission to disrupt industry norms and connect with diverse communities. 
The acquisition is expected to bolster e.l.f.’s portfolio, which already includes brands like Naturium and Keys Soulcare. Rhode’s integration will likely enhance e.l.f.’s presence in the skincare sector and appeal to a broader demographic. 
Bieber’s Continued Involvement
Hailey Bieber will maintain her role as Chief Creative Officer and Head of Innovation at Rhode, ensuring continuity in the brand’s vision and product development. Her ongoing involvement underscores the importance of authentic leadership in celebrity-founded brands, a factor increasingly valued by consumers.  
Looking Ahead
The acquisition signifies a shift in the beauty industry, where celebrity-founded brands are not only gaining market share but also attracting significant investment from established companies. Rhode’s planned expansion into retail spaces like Sephora in the U.S. and U.K. by the end of 2025 indicates a strategic move to increase accessibility and market penetration.  
As e.l.f. Beauty and Rhode embark on this new chapter, the industry watches closely to see how this partnership will influence future collaborations between celebrity entrepreneurs and major beauty conglomerates.
HOLDENER PATRICIA
EDITOR IN CHIEF
