E.L.F. Beauty to Acquire Hailey Bieber’s Rhode Skin Care in a $1 Billion Transaction

Hailey Bieber’s skincare and makeup brand, Rhode, launched in 2022, is set to be acquired by e.l.f. Beauty in a deal worth up to $1 billion. The acquisition includes $600 million in cash, $200 million in e.l.f. Beauty stock, and potentially $200 million more based on future growth. Bieber will continue as chief creative officer and head of innovation.

Rhode, named after Bieber’s middle name, was created to simplify the skincare market. The brand’s rapid rise can be attributed to Bieber’s celebrity influence and massive social media following. In the year through March 2025, Rhode achieved $212 million in net sales.

The company, initially offering just three products, has expanded to include lip balms and blushes. Starting in the fall, Rhode products will be available in Sephora stores in the U.S., Canada, and the U.K. This acquisition is part of a trend of celebrity-driven beauty brands, with similar ventures by stars like Rihanna, Selena Gomez, and Kylie Jenner. The Rhode deal is expected to close between July and September.