Hailey Bieber’s skincare brand Rhode, launched in 2022, has been acquired by e.l.f. Beauty in a massive $1 billion deal, marking a major move in the beauty industry and signaling the brand’s growing influence among Gen Z consumers.
The acquisition comes after Rhode’s meteoric rise, with the brand generating $212 million in sales for the fiscal year ending March 31, 2025, according to The Hollywood Reporter.
“We’re thrilled by Rhode’s ability to push boundaries in beauty, aligning perfectly with our vision to build a different kind of beauty company,” said Tarang Amin, CEO and Chairman of e.l.f. Beauty. “Rhode is a beautiful brand that we believe is poised for explosive growth.”
Hailey Bieber Stays On as Creative and Innovation Lead
Despite the acquisition, Hailey Bieber will remain actively involved in Rhode, continuing her roles as Creative Director and Head of Innovation. CEO Nick Vlachos will also retain his position to ensure a seamless transition and maintain the brand’s original vision.
“Just three years into this journey, our partnership with e.l.f. Beauty represents an incredible opportunity to elevate and accelerate our ability to reach more of our community with even more innovative products and expand our global distribution,” said Hailey Bieber in an official statement.
“As I continue on as Founder, and take on this expanded role, I’m excited to lead Rhode into this next chapter alongside my co-founders Michael D. Ratner and Lauren Ratner, who’ve been instrumental in bringing my vision to life from day one,” she added.
A Power Move in Celebrity Beauty
The Rhode-e.l.f. deal is being seen as one of the most impactful in the celebrity beauty space, positioning Rhode as a leading player and highlighting the growing power of influencer-founded brands.
With this acquisition, e.l.f. Beauty strengthens its portfolio and sets the stage for Rhode’s global expansion, bringing Bieber’s minimal yet results-driven skincare products to an even broader audience.
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