The Beauty Empire Expands: Hailey Bieber’s Rhode Makes Headlines with Billion-Dollar e.l.f. Acquisition
In a move that has sent shockwaves through the beauty industry, Hailey Bieber has officially sold her coveted skincare and makeup brand Rhode to e.l.f. Beauty in a deal that could reach a staggering $1 billion—a testament to the meteoric rise of celebrity-founded beauty brands and the undeniable power of digital influence in today’s market.
The 28-year-old model and entrepreneur, who has become synonymous with that coveted “clean girl” aesthetic, launched Rhode in 2022, naming the brand after her middle name in a deeply personal nod to her identity. What began as a carefully curated collection of skincare essentials—including the now-iconic peptide glazing fluid and barrier restore cream—quickly evolved into a hybrid makeup line featuring the universally flattering pocket blush and peptide lip tints that have become staples in the beauty routines of Gen Z and millennial consumers alike.
The acquisition deal, structured as $800 million in cash and stock with an additional $200 million contingent on future performance metrics, reflects Rhode’s extraordinary growth trajectory. The brand reported over $200 million in net sales over the 12-month period ending in March, a figure that speaks to both Bieber’s business acumen and the brand’s authentic connection with its target demographic. This expansion comes at a pivotal moment, with Rhode set to debut in Sephora locations across the United States and United Kingdom later this year—a retail milestone that promises to elevate the brand’s accessibility and market penetration.
What sets Rhode apart in the increasingly saturated celebrity beauty landscape is its emphasis on everyday wearability and skin-first philosophy. Rather than chasing fleeting trends, Bieber and her co-founders Michael D. Ratner and Lauren Ratner have consistently focused on products that enhance natural beauty—a strategy that has resonated powerfully with consumers seeking authenticity in an often overwhelming beauty market.
The brand’s digital dominance cannot be overstated. Rhode claimed the title of No. 1 skincare brand in Earned Media Value for 2024, boasting an impressive 367% year-over-year growth in EMV—a metric that measures the value of organic social media coverage and consumer engagement. This achievement underscores the brand’s ability to generate genuine buzz and conversation, qualities that have become increasingly valuable in today’s fragmented media landscape.
“From day one, my vision for Rhode has been to make essential skin care and hybrid makeup you can use every day,” Bieber shared in her statement, capturing the effortless elegance that has become her signature. Her emphasis on accessibility and daily use reflects a broader shift in beauty toward products that enhance rather than mask, fitting seamlessly into busy lifestyles.
e.l.f. Beauty’s chairman and CEO Tarang Amin praised Rhode as “a like-minded disruptor,” recognizing the brand’s ability to “break beauty barriers” while making prestige beauty more accessible—values that align perfectly with e.l.f.’s own mission. The acquisition represents a strategic expansion for e.l.f., diversifying their portfolio with a brand that bridges the gap between luxury and accessibility.
This partnership promises to accelerate Rhode’s global expansion while maintaining the authentic voice and innovative spirit that have defined the brand from its inception. As Bieber looks toward this “new exciting chapter,” the beauty industry watches with anticipation to see how this powerhouse collaboration will reshape the landscape of accessible luxury beauty.
