Hailey Bieber’s Rhode Joins e.l.f. Beauty in Billion-Dollar Deal

📢 A Billion-Dollar Beauty Shake-Up: e.l.f. Acquires Rhode

In a headline-making move that is set to reshape the celebrity beauty landscape, Hailey Bieber’s skincare brand, Rhode, has officially been acquired by e.l.f. Beauty in a blockbuster deal valued at up to $1 billion.

This acquisition not only marks a major milestone for the 28-year-old entrepreneur and model, but also reinforces e.l.f.’s growing dominance in the global beauty industry.

The transaction includes $800 million in cash and stock, with an additional $200 million payout tied to future performance.

The deal is scheduled to close by the end of the year, pending regulatory approval and final contractual agreements.

🧴 From Passion Project to Powerhouse: The Rise of Rhode

Founded in 2022, Rhode, named after Hailey Bieber’s middle name, rapidly rose to prominence through savvy digital marketing, clean aesthetics, and viral social media moments.

• Products like peptide lip treatments and pocket-sized blushes have gone viral across TikTok and Instagram.

• In just 12 months leading up to March 2025, Rhode generated more than $200 million in net sales.

• The brand is also preparing for a major expansion into Sephora stores across the U.S. and U.K., marking its first step into traditional retail channels.

🤝 The Deal: Strategic Vision Meets Social Influence

In its official announcement, e.l.f. Beauty described Rhode as a beautiful brand that we believe is ready for rocketship growth 🚀.

Known for affordable, inclusive beauty products, e.l.f., short for eyes, lips, face, views this acquisition as a powerful addition to its growing brand family.

• The base price of the deal is $800 million, composed of both cash and equity.

• An additional $200 million earn-out is available if Rhode hits ambitious sales targets in the coming years.

Hailey Bieber, who will remain as Chief Creative Officer, called the acquisition “the next chapter” in the brand’s journey.

She emphasized that the partnership with e.l.f. would unlock new global opportunities and innovation in product development.

This partnership is an incredible opportunity to elevate and accelerate our ability to reach more of our community with even more innovative products, Hailey Bieber, via official statement

Other co-founders and executives will continue leading daily operations, ensuring brand consistency and long-term vision.

📱 Social Media: Rhode’s Secret Weapon

🚀 Rhode’s Social-First Strategy

This online buzz translated into sold-out inventories, long waitlists, and strong brand loyalty.

Rhode’s success underscores a broader industry shift toward community-driven branding, where digital influence often outpaces traditional endorsements.

👑 Beauty Moguls and the Rise of Celebrity Brands

Hailey Bieber is not the first celebrity to break into the billion-dollar beauty game, and she certainly won’t be the last.

Other notable stars have paved the way:

• Rihanna’s Fenty Beauty: Valued at nearly $3 billion as of 2024, according to Forbes.

• Kylie Jenner’s Cosmetics Line: Sold a controlling stake to Coty in 2020 for $600 million.

• Selena Gomez’s Rare Beauty: Gained massive traction in 2023, earning her a spot on Bloomberg’s billionaire index.

According to Nielsen IQ, celebrity-led beauty brands accounted for over $1 billion in sales in 2023 alone, solidifying their influence within the larger cosmetics market.

👩‍🎤 The Woman Behind the Brand

Hailey Bieber’s transformation from runway model to beauty entrepreneur has captivated both fans and business insiders alike.

• Daughter of actor Stephen Baldwin and niece to the Baldwin brothers (Alec, William, Daniel).

• Married to pop star Justin Bieber, with whom she welcomed her first child last year.

• Regular cover star in major fashion magazines, including a recent Vogue feature where she spoke candidly about Rhode’s unexpected success.

• In my wildest dreams, it’s already gone beyond what I would’ve hoped for, Hailey Bieber, Vogue

Despite her fame, Bieber has positioned herself as a hands-on founder, often involved in product testing, branding decisions, and direct engagement with fans.

💼 What This Means for e.l.f. Beauty

e.l.f. Beauty, founded in 2004, has been aggressively expanding its brand portfolio through strategic acquisitions and product innovations.

The Rhode acquisition fits squarely into its growth trajectory, offering:

• Access to a younger, highly engaged audience.

• Scalable product lines with viral appeal.

• Expanded global reach, especially through established retail partnerships like Sephora.

The company has long been known for affordable pricing, cruelty-free formulations, and digital-first marketing, values that align closely with Rhode’s brand ethos.

📊 Industry Impact and What Comes Next

With Rhode’s acquisition, several ripple effects are expected across the beauty and skincare industry:

1. Consolidation Trend: More conglomerates may seek partnerships with influencer-led brands to stay competitive.

2. Global Expansion: Celebrity brands will accelerate efforts to move beyond North America into emerging markets.

3. Retail Reinvention: Traditional retail stores like Sephora and Ulta are likely to double down on collaborations with social-first beauty lines.

4. Product Innovation: Expect more skincare and hybrid beauty launches that blend wellness, aesthetics, and function — a hallmark of Rhode’s product line.

Moreover, this acquisition reaffirms that authenticity, relatability, and digital virality are no longer optional in beauty branding — they are essential.

🧪 Future Innovations on the Horizon?

Hailey Bieber has hinted at expanding Rhode’s offerings beyond lip tints and blushes. With e.l.f.’s R&D power and global logistics, the brand could launch:

• SPF-infused skincare

• Body care essentials

• Serums, oils, and treatments

• Limited-edition collaborations with fashion and wellness influencers

By combining Bieber’s cultural influence with e.l.f.’s proven retail infrastructure, Rhode is well-positioned to evolve from a niche brand into a global beauty empire.

💬 Final Thoughts: The Next Era for Celebrity Beauty

The Rhode-e.l.f. deal represents far more than a high-profile acquisition, it marks a seismic shift in how modern beauty brands are built, scaled, and sold.

At a time when authentic storytelling, minimalist branding, and social-first launches dominate, Hailey Bieber has demonstrated that even in a saturated market, innovation, community, and personal touch still reign supreme.

This billion-dollar milestone is only the beginning for Rhode, and a signal to the beauty world that the influencer economy is not just here to stay, but ready to lead.