E.l.f. Beauty has acquired Hailey Bieber’s skincare and makeup brand, Rhode, for a staggering $1 billion. The acquisition marks a swift rise for Bieber, who has transitioned from beauty brand founder to beauty billionaire in just three short years.
Launching her brand in 2021, Hailey Bieber introduced Rhode with an emphasis on essential skincare products and hybrid makeup, quickly captivating audiences with items such as peptide-infused lip balms, glazed-skin serums, and nourishing creams. In her announcement regarding the acquisition, Bieber expressed excitement about expanding the reach of Rhode, stating, “We can’t wait to bring Rhode to more faces, places, and spaces.”
We can’t wait to bring Rhode to more faces, places, and spaces. From day one, my vision for Rhode has been to make essential skin care and hybrid makeup you can use every day, says Bieber in the acquisition announcement.
Just three years into this journey, our partnership with e.l.f. Beauty marks an incredible opportunity to elevate and accelerate our ability to reach more of our community with even more innovative products and widen our distribution globally.
As I continue as Founder and step into an expanded role of Chief Creative Officer and Head of Innovation, I look forward to leading the brand into this exciting new chapter of possibilities alongside my Co-Founders Michael D. Ratner and Lauren Ratner, who have helped bring my vision to life from the start.
Bieber’s vision was clear from day one: to create approachable and effective beauty products that could be seamlessly integrated into everyone’s daily routine. The brand’s recent advancements, including the entry into Sephora retail, signify a substantial step forward, with popular items like Pocket Blush, Barrier Butter, and Glazing Milk set to hit stores in the U.S., Canada, and the U.K. by the end of fall 2025.
The acquisition by E.l.f. Beauty signifies a powerful partnership. E.l.f. is known for its diverse portfolio, which includes brands such as E.l.f. Cosmetics, E.l.f. Skin, Alicia Keys’s Keys Soulcare, clean beauty brand Well People, and Naturium. E.l.f. Beauty recognizes Rhode as a “like-minded disruptor,” making this collaboration a synergistic match poised for success.
E.l.f. Beauty found a like-minded disruptor in Rhode, said E.l.f. chairman and CEO Tarang Amin. Rhode further diversifies our portfolio with a fast-growing brand that makes the best of prestige accessible. We are excited by Rhode’s ability to break beauty barriers, fully aligning with E.l.f. Beauty’s vision to create a different kind of company. Rhode is a beautiful brand that we believe is ready for rocketship growth.
With the acquisition, Bieber will not only retain her role as Founder but will also step into an expanded position as Chief Creative Officer and Head of Innovation.
She is set to lead Rhode into a new era, supported by her co-founders, Michael D. Ratner and Lauren Ratner, who have been pivotal in bringing her vision to life from the outset. Bieber expressed her enthusiasm for the future, emphasizing the potential to elevate the brand’s offerings and broaden its distribution globally.
