US EditionHailey Bieber's makeup brand sold to e.l.f. in $1bn deal
- E.l.f. Beauty announced a $1 billion deal to acquire Hailey Bieber's skincare brand Rhode, expected to close later in 2025.
- The acquisition follows Rhode's rapid growth since its 2022 launch, fueled by Bieber's influence and a direct-to-consumer model.
- The agreement involves a combination of $800 million paid through cash and shares, along with an additional possible $200 million contingent on Rhode's performance across the next three years.
- Rhode achieved $212 million in net sales through March 2025 with only 10 products, while Bieber will remain chief creative officer.
- This acquisition expands E.l.f.'s presence in luxury skincare and broadens its consumer base, signaling a strategic shift toward prestige beauty.
164 Articles
164 Articles
$18 lip gloss and 'glazed donut' skin: How Rhode made its mark on the beauty world in 3 years
RhodeHailey Bieber's Rhode was just sold to ELF Beauty for a billion dollars.Rhode, a skincare-makeup hybrid brand, sells just 10 products in minimalist packaging.From $18 affordable luxury products to a strong social media presence, here's what the brand did right.In 2022, model Hailey Bieber launched a skincare brand with just a handful of products encased in unassuming packaging. Three years on, it's being acquired by ELF Beauty for a billion…
From Rhode To Riches! Cozy Pics With Justin Surface As Hailey Bieber Bags MAJOR Deal For Her Beauty Brand
When it comes to building a brand and securing the bag, Hailey Bieber just made a power move that has the beauty world—and the internet—buzzing. From beauty boss to boardroom baddie, she’s stepping into a whole new era for Rhode. And let’s just say, this next chapter is giving billionaire energy, and her husband, Justin Bieber, is seemingly all smiles behind her! RELATED: Love To See It! SZA Shuts Down Los Angeles Concert With Surprise Justin Bi…
News Flash: 2 Celebrity Beauty Brands Can Be Successful at the Same Time
Image Source: Lionel Hahn/Getty Images/ Karwai Tang/WireImage It's safe to say the May 28 news that e.l.f. Beauty is acquiring Hailey Bieber's brand Rhode for $1 billion rattled the beauty world. Whether you're a Rhode loyalist or someone who merely has a TikTok account and likes beauty, chances are you've heard of the massive impact this brand has had on the market. The deal itself shows its value: the partnership is the fastest sale of its siz…
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