• Hailey Bieber’s skincare brand rhode joins e.l.f. Beauty in a $1 billion deal, marking major growth for the celebrity skincare line.
• Bieber will lead as Chief Creative Officer and Head of Innovation to guide product development and global expansion.
• Rhode has seen rapid success with high media value and plans to launch more essential skincare and makeup products.

e.l.f. Beauty announced a major acquisition on May 28. The company bought Hailey Bieber’s skincare brand Rhode for $1 billion. This move strengthens e.l.f.’s position in the beauty industry. The brand sees rhode as a perfect match for its growing portfolio. This deal adds a fast-growing, celebrity-backed brand to e.l.f.’s lineup. Both companies focus on quality products and wide customer appeal. This deal also confirms that rhode has become one of the top names in skincare.

Hailey Bieber stays on to lead product innovation and branding

Hailey Bieber will remain deeply involved in her brand. She will serve as Chief Creative Officer and Head of Innovation. She will continue shaping the brand’s product ideas, creative direction, and marketing. In her new role, she will guide the future of rhode while advising e.l.f. Beauty. Bieber shared her excitement about the deal. She called it a big opportunity to grow the brand and reach more people. She thanked her co-founders, Michael D. Ratner and Lauren Ratner, for helping build rhode from the beginning.

rhode experienced major success in 2024 and gained industry attention

rhode has quickly become a major player in the skincare world. According to e.l.f. Beauty’s press release, rhode had the highest Earned Media Value (EMV) of any skincare brand in 2024. The brand achieved 367% year-over-year growth in EMV. This means rhode attracted a lot of online attention and social media buzz. That level of growth in just three years impressed many in the industry. The company’s sharp branding, strong products, and Hailey’s influence helped fuel that success.

Bieber plans global reach and more product innovation with e.l.f. support

Hailey Bieber wants to take rhode to the next level. She plans to grow the brand globally and reach more customers in new markets – wants to keep developing skincare and makeup products that feel essential and easy to use. She said that from day one, her goal was to create skincare and hybrid makeup people could use every day and believes the deal with e.l.f. Beauty will help her expand distribution and launch more innovative products.

e.l.f. Beauty praises rhode’s potential and mission

Tarang Amin, chairman and CEO of e.l.f. Beauty, shared his excitement about the acquisition. He said that e.l.f. found a “like-minded disruptor” in rhode. He praised rhode for breaking beauty barriers and making prestige-level products more accessible. Amin called rhode a “beautiful brand” and said he believes it’s ready for massive growth. He sees the brand as a strong fit with e.l.f.’s vision of doing things differently and reaching more customers with quality and creativity.

Hailey Bieber built rhode with a clear, inclusive vision

Hailey Bieber launched rhode in June 2022 with a clear mission. She wanted to create a skincare brand that felt welcoming, high-quality, and easy to use. She had gone viral earlier for her “glazed donut skin” look. That inspired her to share her skincare ideas with a wider audience. She told PEOPLE that she wanted everyone to feel included in the world of rhode and focused on making a small, curated set of great products instead of a large collection. She aimed to make one of everything really well.

rhode started with three products and now offers more essentials

At launch, rhode introduced three core products. These included the Peptide Glazing Fluid, the Barrier Restore Cream, and the Peptide Lip Treatment. Each product reflected Hailey’s personal skincare philosophy—simple, clean, and effective. As the brand grew, rhode expanded into makeup. New items like blush and lip liner joined the product line. However, skincare continues to lead the brand’s focus. Customers love the brand for its consistent quality and clean look. Hailey’s strong online presence helped boost visibility and sales.

rhode begins a bold new chapter with this billion-dollar partnership

This deal marks a big moment for rhode and for Hailey Bieber’s career. She remains the creative force behind the brand. At the same time, she gains access to e.l.f. Beauty’s global network and resources. With this partnership, rhode can grow faster and reach more people around the world. Bieber said she looks forward to this exciting new chapter. Together, e.l.f. Beauty and rhode plan to continue shaking up the beauty industry with fresh ideas, smart marketing, and standout products.