Cosmetics model e.l.f. (eyes, lips, face) is buying Hailey Bieber’s Rhode, the skincare model the mannequin and entrepreneur launched in 2022. The deal is value $1 billion, based on a press release.
“We won’t wait to convey Rhode to extra faces, locations, and areas. From day one, my imaginative and prescient for Rhode has been to make important skincare and hybrid make-up you need to use on daily basis,” Bieber, 28, stated in an announcement. “Simply three years into this journey, our partnership with e.l.f. Magnificence marks an unbelievable alternative to raise and speed up our capacity to succeed in extra of our group with much more modern merchandise and widen our distribution globally.”
Associated: Meet the Dermatologist Behind Rhode, Hailey Bieber’s Hit Skin Care Brand
Rhode sells a collection of skincare merchandise (toner, moisturizer, lip peptide gloss) with the objective of creating “certainly one of every part actually good.” She teamed up with BeautyStat entrepreneur and chemist Ron Robinson and dermatologist Dr. Dhaval Bhanusali to assist with the formulations.
“E.l.f. Magnificence discovered a like-minded disruptor in Rhode,” stated e.l.f. Chairman and CEO Tarang Amin, in an announcement. “Rhode additional diversifies our portfolio with a fast-growing model that makes one of the best of status accessible. We’re excited by Rhode’s capacity to interrupt magnificence obstacles, totally aligning with e.l.f. Magnificence’s imaginative and prescient to create a distinct form of firm.”
“Rhode is an exquisite model that we consider is prepared for rocketship development,” Amin added.
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Rhode reported $212 million in internet gross sales within the 12 months ended March 31, 2025, and plans to launch in Sephora all through North America and the U.Ok. earlier than the top of the yr, based on the assertion.
Bieber stated she is entering into an “expanded position of Chief Inventive Officer and Head of Innovation.”
Rhode was the No. 1 skincare model in Earned Media Worth in 2024, representing 367% year-over-year EMV development, based on the discharge.
E.l.f. Cosmetics was based in 2004 (initially every part was only $1!) and has reported 23 straight quarters of growth.
The sale has been permitted by the e.l.f. Magnificence Board of Administrators, based on the discharge.
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Cosmetics model e.l.f. (eyes, lips, face) is buying Hailey Bieber’s Rhode, the skincare model the mannequin and entrepreneur launched in 2022. The deal is value $1 billion, based on a press release.
“We won’t wait to convey Rhode to extra faces, locations, and areas. From day one, my imaginative and prescient for Rhode has been to make important skincare and hybrid make-up you need to use on daily basis,” Bieber, 28, stated in an announcement. “Simply three years into this journey, our partnership with e.l.f. Magnificence marks an unbelievable alternative to raise and speed up our capacity to succeed in extra of our group with much more modern merchandise and widen our distribution globally.”
Associated: Meet the Dermatologist Behind Rhode, Hailey Bieber’s Hit Skin Care Brand
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