E.l.f. Beauty Acquires Hailey Bieber’s Rhode for $1 Billion

E.l.f. Beauty acquires Rhode for $1 billion, with Hailey Bieber stepping into a key role as Creative Director and Strategic Advisor.

E.l.f. Beauty, known for its disruptive approach to affordable cosmetics, has finalised a deal to acquire Rhode, a brand that has taken the beauty market by storm since its 2022 launch. As part of the agreement, Hailey Bieber will continue to lead her brand as Creative Director and Head of Innovation, while also serving as a strategic advisor to help drive E.l.f. Beauty’s global expansion.

The deal includes an upfront payment of $800 million in cash and shares, with an additional potential earn-out of $200 million based on Rhode’s performance over the next three years. The brand has already shown remarkable growth, generating $212 million in net sales in the 12 months ending 31 March 2025, and has doubled its consumer base.

In an interview with WWD, Bieber expressed her excitement: “They support founders, they want to help push the creator’s vision and stand behind it. That’s exactly what they’re doing with Rhode, and I’m ready to take it to the next level.” She also hinted at international growth plans: “More places, more faces.”

It’s worth noting that Hailey Bieber recently addressed rumours of a potential divorce from Justin Bieber, firmly denying the speculation and affirming that their relationship remains strong. (You could insert an internal link here.)

For Bieber, the deal marks not only financial success but a personal milestone. “This is my creation, and finding a home for it isn’t an easy process — it’s scary. When I met the E.l.f. team, we found so many shared values around community and teamwork,” she said.

E.l.f. Beauty’s CEO, Tarang Amin, described the acquisition as a natural union of two forward-thinking brands. “We saw a kindred disruptor in Rhode,” said Amin, praising Rhode’s ability to “break beauty boundaries” and align with E.l.f.’s mission to build a different kind of company.

Rhode currently operates primarily through a direct-to-consumer model, but is preparing for a major retail launch in Sephora stores across North America and the UK later this year — a move that will significantly expand its distribution and impact in the premium beauty sector.

With this acquisition, E.l.f. Beauty and Rhode are poised to reshape the beauty landscape, proving that collaboration and a shared vision can fuel extraordinary growth.

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