Hailey Bieber’s skincare line, Rhode, which launched in 2022, has been acquired by e.l.f. Beauty in a remarkable $1 billion deal. This acquisition represents a significant shift in the beauty industry and illustrates the brand’s increasing appeal among Gen Z consumers.
This move follows Rhode’s rapid growth, with sales reaching $212 million for the fiscal year ending March 31, 2025, as reported by The Hollywood Reporter.
“We’re excited about Rhode’s innovative approach to beauty, perfectly aligning with our goal of creating a unique kind of beauty company,” stated Tarang Amin, CEO and Chairman of e.l.f. Beauty. “Rhode is a remarkable brand that we believe is set for tremendous growth.”
Hailey Bieber Remains as Creative and Innovation Leader
Following the acquisition, Hailey Bieber will stay actively engaged with Rhode, continuing her roles as Creative Director and Head of Innovation. CEO Nick Vlachos will also continue in his role to ensure a smooth transition while upholding the brand’s original vision.
“Just three years into this journey, our partnership with e.l.f. Beauty is an exciting opportunity to enhance and expedite our efforts to connect with more people through innovative products and expanded global distribution,” said Hailey Bieber in an official statement.
“As I continue as Founder and embrace this expanded role, I’m eager to guide Rhode into its next chapter alongside my co-founders, Michael D. Ratner and Lauren Ratner, who have been crucial in realizing my vision from the very start,” she added.
A Significant Move in Celebrity Beauty
The Rhode-e.l.f. acquisition is regarded as a pivotal moment in the celebrity beauty sector, establishing Rhode as a major contender and showcasing the growing influence of influencer-led brands.
With this acquisition, e.l.f. Beauty enhances its portfolio and paves the way for Rhode’s global expansion, allowing Bieber’s minimalist yet effective skincare products to reach an even wider audience.
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