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 price $1 billion, in keeping with a press release.
“We will not wait to carry 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 day-after-day,” Bieber, 28, mentioned in a press release. “Simply three years into this journey, our partnership with e.l.f. Magnificence marks an unimaginable alternative to raise and speed up our potential to achieve extra of our group with much more revolutionary 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 constructing “considered 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,” mentioned e.l.f. Chairman and CEO Tarang Amin, in a press release. “Rhode additional diversifies our portfolio with a fast-growing model that makes the perfect of status accessible. We’re excited by Rhode’s potential to interrupt magnificence limitations, totally aligning with e.l.f. Magnificence’s imaginative and prescient to create a unique sort of firm.”
“Rhode is a gorgeous model that we imagine is prepared for rocketship progress,” 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 tip of the 12 months, in keeping with the assertion.
Bieber mentioned she is getting into an “expanded position of Chief Artistic Officer and Head of Innovation.”
Rhode was the No. 1 skincare model in Earned Media Worth in 2024, representing 367% year-over-year EMV progress, in keeping with 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 authorized by the e.l.f. Magnificence Board of Administrators, in keeping with 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 price $1 billion, in keeping with a press release.
“We will not wait to carry 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 day-after-day,” Bieber, 28, mentioned in a press release. “Simply three years into this journey, our partnership with e.l.f. Magnificence marks an unimaginable alternative to raise and speed up our potential to achieve extra of our group with much more revolutionary merchandise and widen our distribution globally.”
Associated: Meet the Dermatologist Behind Rhode, Hailey Bieber’s Hit Skin Care Brand
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