Hailey Bieber’s skincare brand, Rhode, has been acquired by e.l.f. Beauty in a landmark $1 billion deal, marking a significant milestone in the beauty industry.
The acquisition, announced recently on May 28, 2025, includes $600 million in cash, $200 million in e.l.f. stock, and a potential $200 million earnout based on Rhode’s future performance (here).
Founded in 2022, Rhode quickly gained popularity with its minimalist skincare products, such as the Peptide Glazing Fluid and Barrier Restore Cream. The brand’s emphasis on clean, effective ingredients and its strong social media presence propelled it to over $212 million in sales in the past year (here).
As part of the acquisition, Hailey Bieber will continue her involvement with Rhode as Chief Creative Officer and Head of Innovation, overseeing product development and marketing strategies. She will also serve as a strategic advisor to e.l.f. Beauty, ensuring Rhode’s vision aligns with the company’s growth objectives.
View this post on Instagram
This strategic move allows e.l.f. Beauty to expand its portfolio into the skincare sector, complementing its existing cosmetics offerings. The acquisition is expected to close in the second quarter of 2026, pending regulatory and shareholder approvals.
The partnership between Hailey Bieber and e.l.f. Beauty signifies a new era of collaboration between celebrity-driven brands and established beauty companies, blending innovation with accessibility to meet the evolving demands of consumers.
What are the biggest stories trending online today? Read the latest here
Published by HOLR Magazine
Image Credit: @haileybieber Instagram