Hailey Bieber's skincare line, Rhode, was just purchased by e.l.f. Beauty for an astonishing $1 billion. The agreement was finalized not long ago and is structured with cash, stock, and contingent payments based on Rhode's performance benchmarks over the following years. What’s great is Hailey is not leaving; she remains the creative and innovation head at Rhode and also will be advising e.l.f. Beauty. This is a notable shift for both the brand and the beauty company.
Rhode's Rise and Popular Products
Rhode began in 2022, & honestly, it blew up quite fast—especially with younger people who love simple, no-nonsense skincare. Their Peptide Lip Treatment sold out just three days after it launched. The Barrier Restore Cream is another fan favorite, known for being gentle but very effective. A lot of people appreciate the simplicity and clarity that goes into making Rheod products, and this is what makes the brand stand out. A lot of this success must be why e.l.f. decided to make the big purchase.
Hailey Bieber’s Rhode has been acquired by E.l.f. Beauty in a $1 billion deal. pic.twitter.com/MATPgoN80x
— Pop Crave (@PopCrave) May 28, 2025
What This Implies for the Future
With Rhode now under the banner of e.l.f. Beauty, they are planning on expanding even further. One of the most exciting aspects is Rhode intends to expand beyond just online availability to Sephora stores throughout North America and the UK later this year - so it won’t be exclusively online anymore. That’s tremendous because it allows more people to examine and experience the products in person.
Hailey Bieber remaining involved is great for fans who want to Rhode to preserve its authentic feel and intricacy. e.l.f. has also stated that this collaboration helps them expand quality beauty products to more people, which aligns perfectly with Rhode’s vision.
A representative from e.l.f. shared during the interview, “We consider Rhode to be a perfect candidate for achieving our objective of providing great skincare for everyone. Hailey’s thoughts & imagination are precisely what the brand requires to expand even further.”
What This Deal Impacts
This transaction definitely is not purely an exchange of funds—it demonstrates how dominant celebrity brands have become in the beauty industry. Social media offers brands such as Rhode an easier and faster way to reach consumers and build trust. Supported by e.l.f., Rhode now has real prospects of developing into an internationally recognized brand. For consumers, this means increased availability of products they love and perhaps even new launches. I believe this is a strategic decision for both companies and Rhode is sure to expand its presence in the upcoming years.
