E.L.F. Cosmetics Acquires Hailey Bieber’s Rhode for $1 Billion

Aimee Cherry Quartey
By
E.L.F. Cosmetics Acquires Hailey Bieber’s Rhode for $1 Billion
Rhode
In a major move shaking up the beauty industry, E.L.F. Cosmetics has officially announced the acquisition of Hailey Bieber’s skincare brand, Rhode, for a jaw-dropping $1 billion.

Founded in 2022, Rhode quickly became a cult-favorite, known for its minimalist branding, viral marketing, and effective, skin-first products. With only 10 products in its lineup, the brand made an impressive $212 million in net sales last fiscal year, a testament to its powerful brand identity and Gen Z appeal.



E.L.F.’s acquisition signals a strategic push to expand its footprint in the skincare space while tapping into Rhode’s strong community and cultural relevance.

“We believe Rhode has just scratched the surface,” said E.L.F. in a statement, noting that Hailey Bieber will continue to play a key creative role in the brand’s future.

The $1B deal also highlights a growing trend of celebrities launching successful, scalable beauty brands, with Rhode now joining the ranks of billion-dollar beauty players.

As Rhode gears up for its next phase under the E.L.F. umbrella, fans can expect even more global reach, product innovation, and the same sleek aesthetic that’s made the brand an internet sensation.

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