E.l.f. Beauty Acquires Hailey Bieber’s Rhode Skincare Brand in $1 Billion Deal
In a major move, E.l.f. Beauty has officially acquired Rhode, the fast-growing skincare brand founded by none other than Hailey Bieber, in a blockbuster $1 billion deal USD. This strategic acquisition aims to diversify E.l.f. Beauty’s portfolio and strengthen its presence in the prestige beauty segment.
The deal, structured with $800 million payable at closing (a combination of cash and stock) and a potential additional earnout of $200 million based on Rhode’s future growth over three years, solidifies E.l.f. Beauty’s commitment to growth and innovation.
Since its launch in 2022, Rhode has rapidly gained traction, generating $212 million in net sales in the 12 months ending March 31, 2025, and more than doubling its consumer base. Hailey Bieber, who will continue in her role as founder, will also take on expanded responsibilities as Chief Creative Officer and Head of Innovation for Rhode, providing strategic advice to the combined companies.
In an exclusive interview with WWD, Bieber expressed her excitement about the partnership, stating, “They support founders, they want to help push the founders’ vision and get behind them. That’s where we are with Rhode, and I’m ready to take it to the next level.” She also hinted at the potential for international expansion, saying, “more places, more faces.”
E.l.f. Beauty CEO Tarang Amin echoed Bieber’s sentiments, stating that the company “found a like-minded disruptor in Rhode.” He emphasized Rhode’s ability to “break beauty barriers” and align with E.l.f.’s vision of creating a different kind of beauty company.
In addition to its current direct-to-consumer sales, Rhode’s products will also be available in physical stores through a partnership with Sephora across North America and the U.K. later this year, marking a significant expansion of its distribution.
This acquisition marks a major milestone for both E.l.f. Beauty and Rhode, and fans can’t wait to see what this dynamic duo will bring to the beauty industry. Stay tuned for more updates on this exciting partnership!
Hailey Bieber Continues as Founder and Takes on Expanded Role as Chief Creative Officer and Head of Innovation for Rhode
As part of the $1 billion deal, Hailey Bieber will continue to lead Rhode as its founder and will also take on an expanded role as Chief Creative Officer and Head of Innovation. This move solidifies Bieber’s commitment to the brand and her vision for its future.
E.l.f. Beauty CEO Tarang Amin Emphasizes Similarities with Rhode and Excitement for Partnership
In an exclusive interview with WWD, E.l.f. Beauty CEO Tarang Amin expressed his excitement for the partnership with Rhode, stating that the company “found a like-minded disruptor in Rhode.” He also emphasized Rhode’s ability to “break beauty barriers” and align with E.l.f.’s vision of creating a different kind of beauty company.
Rhode Products to Launch in Sephora Stores Across North America and the U.K.
In addition to its current direct-to-consumer sales, Rhode’s products will also be available in physical stores through a partnership with Sephora across North America and the U.K. later this year, marking a significant expansion of its distribution. This move will make Rhode’s products more accessible to a wider audience and further solidify its presence in the beauty industry.
Hailey Bieber Teases Potential for International Expansion with E.l.f. Beauty
In an interview with WWD, Hailey Bieber hinted at the potential for international expansion with E.l.f. Beauty, stating, “This is my baby, and to find a home for it is really not an easy process — it’s very scary. When I met the E.l.f. team, we had a lot of similarities when it came to the importance of community and team building.” Fans can’t wait to see where this partnership will take Rhode next.
E.l.f. Beauty and Rhode: A Dynamic Duo Ready to Shake Up the Beauty Industry
The $1 billion deal between E.l.f. Beauty and Rhode marks a major milestone for both companies and sets the stage for exciting developments in the beauty industry. With Hailey Bieber at the helm and E.l.f. Beauty’s support, Rhode is poised to continue its rapid growth and break even more beauty barriers. Stay tuned for more updates on this dynamic duo!
