Hailey Bieber Sells Makeup Brand Rhode to e.l.f. Beauty in Landmark $1 Billion Deal
- Jun 5
- 2 min read
28 May 2025
Hailey Bieber has finalized a major business move by selling her rapidly growing skincare and makeup brand, Rhode, to the renowned cosmetics company e.l.f. Beauty in a deal valued at approximately $1 billion. This strategic acquisition combines a $600 million cash payment, $200 million worth of e.l.f. stock, and an additional $200 million in contingent payments based on Rhode’s future performance over the next three years.
Bieber will maintain a significant role in the brand’s future, continuing as Rhode’s Chief Creative Officer and Head of Innovation. In this capacity, she will oversee product development, marketing strategies, and overall brand vision. Additionally, she will serve as a strategic advisor to both Rhode and e.l.f. Beauty, ensuring a seamless integration and continued momentum for the brand.
Since its launch in 2022, Rhode has quickly gained a devoted following, especially among Gen Z consumers, thanks to its innovative peptide-infused formulations and affordable price points. The brand’s signature product, a $18 peptide lip treatment, became a cult favorite, propelling Rhode’s sales to an impressive $212 million in the fiscal year ending March 2025. This rapid growth was fueled in large part by Bieber’s immense social media influence, where she actively promoted Rhode to her millions of followers across Instagram, TikTok, and other platforms.
e.l.f. Beauty, recognized for its commitment to cruelty-free, accessible beauty products, views this acquisition as a key step in expanding its portfolio and solidifying its presence in the competitive skincare market. By joining forces with Rhode, e.l.f. aims to leverage the brand’s strong digital engagement and innovative product line to capture a broader share of the youthful beauty consumer base.
The deal is expected to close later this year, pending regulatory and shareholder approvals. Industry analysts predict that the partnership between Rhode and e.l.f. Beauty will not only accelerate the brand’s growth trajectory but also inspire new product innovations and market expansions in the near future.
This landmark acquisition highlights the growing trend of celebrity-founded beauty brands making significant waves in the cosmetics industry, blending influencer-driven marketing with cutting-edge product development to meet evolving consumer demands.
Comments