Hailey Bieber’s skincare brand rhode has officially entered beauty empire status. On May 28, e.l.f. Beauty announced it had signed a $1 billion deal to acquire the buzzy label, marking a major milestone just three years after rhode’s debut.
Bieber, 28, will remain at the helm as founder, now serving as Chief Creative Officer and Head of Innovation for rhode. She’ll continue shaping the brand’s creative direction and product development while acting as a strategic advisor for e.l.f. Beauty’s larger portfolio.
“This is a dream realized,” Bieber said in a statement. “From day one, my vision for rhode has been about making essential skincare and hybrid makeup accessible to all. This partnership with e.l.f. is the next chapter in bringing that vision to life on a global scale.”
Launched in June 2022 with minimalist essentials like the Peptide Glazing Fluid and Barrier Restore Cream, rhode quickly became a cult favorite and topped 2024’s skincare charts in Earned Media Value. The brand later expanded into makeup with lip treatments, liners, and blushes, all centered around dewy, healthy skin.
e.l.f. Beauty CEO Tarang Amin praised rhode’s disruptive spirit, calling the brand “ready for rocketship growth.” With vibes aligned and innovation on lock, rhode is clearly just getting started.
—
Photo Credit: DFree / Shutterstock.com