e.l.f. Beauty Acquires Hailey Bieber’s Rhode Skincare Brand for $1 Billion

e.l.f. Beauty is acquiring Hailey Bieber’s Rhode lifestyle brand for $800 million, with a potential $200 million earnout based on future growth. Launched in 2022, Rhode focuses on makeup and skincare and quickly hit $212 million in revenue. Bieber’s strong social media presence has significantly boosted Rhode’s visibility, with plans to expand with Sephora across North America and the U.K.

e.l.f. Beauty, traditionally more mass-market, will diversify its portfolio with Rhode’s entry-level prestige products. Bieber will continue as founder and chief creative officer, leading creative direction and marketing. The acquisition aligns with the growing trend of celebrity-founded beauty brands seeing rapid growth.