Los Angeles, May 29, 2025: Hailey Bieber’s skincare and makeup brand, Rhode, has been acquired by e.l.f. Beauty in a blockbuster $1 billion deal, marking one of the biggest celebrity brand acquisitions in recent years.
Founded in 2022, Rhode quickly gained a cult following for its minimalist, skin-first approach and clean beauty formulations. With Bieber’s global influence and digital-first marketing strategy, the brand rapidly scaled across international markets and built a loyal consumer base.
The acquisition signals e.l.f. Beauty’s aggressive expansion in the premium skincare segment. Industry analysts say the deal strengthens e.l.f.’s portfolio while cementing Rhode as a legacy brand in the making.
Hailey Bieber is expected to stay on as a creative advisor and face of the brand, ensuring continuity of vision and aesthetic.
