On May 28, e.l.f. Beauty announced it will acquire model-entrepreneur Hailey Bieber’s breakout skincare brand Rhode for $1 billion. The deal marks a major milestone for the 28-year-old founder and cements Rhode’s place among the fastest-growing beauty names. Under the agreement, Hailey Bieber will continue as Rhode’s founder and take on the roles of chief creative officer and head of innovation, overseeing product development, marketing, and creative strategy.
Rhode burst onto the scene in June 2022, fueled by Bieber’s viral “glazed donut skin” moment. With just three signature products at launch—Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment—the brand quickly captured consumer attention. Since then, Rhode has expanded into makeup essentials like blush and lip liners, all while maintaining a skincare-first philosophy.
A New Chapter for Hailey Bieber – Rhode and e.l.f. Beauty
In a press release, Bieber celebrated the milestone:
“My vision for Rhode has been to make essential skin care and hybrid makeup you can use every day. Three years into this journey, our partnership with e.l.f. Beauty marks an incredible opportunity to reach more of our community with even more innovative products and widen our distribution globally.”
Her co-founders, Michael D. Ratner and Lauren Ratner, have helped shape Rhode from the start. Bieber added that she looks forward to writing this “new exciting chapter” alongside them and the e.l.f. team, noting simply, “Vibes matter!”
e.l.f. Beauty’s chairman and CEO Tarang Amin echoed that sentiment, calling Rhode “a like-minded disruptor” that “makes the best of prestige accessible.” He emphasized Rhode’s strong digital presence and cited its top ranking in Earned Media Value for skincare in 2024, with 367% year-over-year growth.
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From Viral Sensation to Industry Leader
Rhode’s success wasn’t accidental. Bieber’s emphasis on inclusivity and simplicity resonated with consumers tired of convoluted routines. Before Rhode, she spoke of building “a very curated, edited line of essentials,” ensuring “one of everything really good.”
Her approach translated into strong media buzz and social-media engagement. In 2024, Rhode led skincare brands in buzz. This attention laid the groundwork for the lucrative acquisition by e.l.f. Beauty, the maker of e.l.f. Cosmetics known for budget-friendly products.
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Key Highlights of the Acquisition
- Deal Value: $1 billion cash and stock
- Bieber’s Role: Founder; Chief Creative Officer; Head of Innovation; Strategic Advisor
- Rhode’s EMV: #1 skincare brand in Earned Media Value, 367% growth in 2024
- Product Focus: Skincare essentials with expanding hybrid makeup line
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What This Means for Hailey and Her Brand
For Bieber, the deal represents a major expansion of her entrepreneurial footprint. While many celebrity brands remain small, Rhode’s valuation places her alongside industry titans. Though details of her personal Hailey Bieber net worth are private, the transaction will significantly boost her assets—already tied to husband Justin Bieber’s substantial Justin Bieber net worth.
Rhode’s integration into e.l.f. Beauty also promises broader distribution. e.l.f.’s established supply chain and retail relationships—from drugstores to international markets—will bring Rhode’s clean, minimalist formulas to new audiences.
The Future of Accessible Prestige Beauty
e.l.f. Beauty, celebrated for democratizing cosmetics, sees Rhode as the next step in blending prestige and affordability. Amin called it “rocketship growth” potential. With Bieber guiding innovation, Rhode products could reach faces and shelves across the globe, fulfilling her vision of accessible, everyday luxury.
Looking Ahead
As e.l.f. Beauty and Rhode combine forces, consumers can expect fresh product launches, expanded retail availability, and continued digital storytelling. Bieber’s unique voice and creative direction will shape Rhode’s evolution, even as it becomes part of a larger beauty powerhouse.
For fans of Hailey Bieber, clean formulas, and elf cosmetics, the acquisition signals exciting new possibilities. From Rhode’s viral start to this billion-dollar milestone, the brand’s journey shows how purpose-driven skincare can scale swiftly when led by a passionate founder and backed by industry muscle.
📢 Stay tuned to TNN for the latest on Hailey Bieber’s ventures, beauty industry mergers, and new e.l.f. Beauty launches as Rhode embarks on this landmark new phase. 🚨
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