Left: e.l.f. Chairman and CEO Tarang Amin, right: Rhode founder Hailey Bieber.

 In a groundbreaking move shaking up the beauty industry, Hailey Bieber’s skincare line, Rhode, has been officially acquired by e.l.f. Beauty in a deal worth up to $1 billion.

The acquisition, announced on May 29, 2025, marks one of the most significant beauty brand deals in recent years. Rhode, launched by Bieber in 2022, has seen rapid success in the skincare market, thanks to its minimalist approach, clean ingredients, and the viral popularity of its founder.

Why e.l.f. Beauty Acquired Rhode

According to e.l.f. Beauty, the deal includes $800 million in cash and stock at the time of closing, with an additional $200 million payable based on Rhode's future performance. The move is part of e.l.f.’s strategy to expand into the prestige skincare market and accelerate growth by tapping into Rhode’s powerful brand identity and loyal consumer base.

Tarang Amin, CEO of e.l.f. Beauty, called Rhode "a breakthrough brand that aligns perfectly with our mission to make the best of beauty accessible to every eye, lip, face—and now skin." He emphasized the brand’s strong digital presence and appeal to Gen Z and Millennial customers.

Hailey Bieber’s Role Moving Forward

Despite the sale, Hailey Bieber is not stepping away from her creation. She will remain the Chief Creative Officer and Head of Innovation at Rhode, continuing to lead the brand’s product development and marketing strategy. Bieber will also act as a strategic advisor to e.l.f. Beauty, helping guide Rhode through its next phase of growth.

In a statement, Bieber expressed excitement about the partnership, saying, "This is just the beginning for Rhode. With e.l.f.’s support, we’ll be able to bring our skincare vision to more people around the world while staying true to what makes us special."

From Glazed Donut Skin to Global Phenomenon

Rhode was initially launched with a focus on hydration and healthy skin. Its signature "glazed donut" aesthetic, promoted by Hailey herself, quickly went viral across social media platforms like TikTok and Instagram. With products like the Peptide Glazing Fluid and Barrier Restore Cream, Rhode developed a cult following among beauty enthusiasts and skincare experts alike.

In just three years, the brand scaled rapidly, securing impressive sales figures and a strong online presence. Its success caught the eye of e.l.f. Beauty, which has a track record of acquiring high-growth, digitally native brands.

What This Means for the Beauty Industry

The $1 billion acquisition signals a shift in the beauty market, highlighting the increasing influence of celebrity-founded brands and the power of digital-first business models. More importantly, it underscores how consumer demand for clean, effective, and aesthetically appealing skincare continues to evolve.

Experts predict that with e.l.f. Beauty’s distribution power and marketing muscle, Rhode is poised to become a major global player in skincare.

Final Thoughts

Hailey Bieber’s Rhode is more than just another celebrity skincare brand—it’s now a billion-dollar beauty empire. With its new backing from e.l.f. Beauty and the continued vision of Bieber herself, Rhode is set to expand internationally, innovate new products, and redefine modern skincare in the years to come.