Cosmetics model e.l.f. (eyes, lips, face) is buying Hailey Bieber’s Rhode, the skincare model the mannequin and entrepreneur launched in 2022. The deal is price $1 billion, in keeping with a press launch.
“We won’t wait to convey Rhode to extra faces, locations, and areas. From day one, my imaginative and prescient for Rhode has been to make important skincare and hybrid make-up you need to use day-after-day,” Bieber, 28, stated in a press release. “Simply three years into this journey, our partnership with e.l.f. Magnificence marks an unbelievable alternative to raise and speed up our skill to achieve extra of our group with much more progressive merchandise and widen our distribution globally.”
Associated: Meet the Dermatologist Behind Rhode, Hailey Bieber’s Hit Pores and skin Care Model
Rhode sells a collection of skincare merchandise (toner, moisturizer, lip peptide gloss) with the purpose of creating “one in every of every part actually good.” She teamed up with BeautyStat entrepreneur and chemist Ron Robinson and dermatologist Dr. Dhaval Bhanusali to assist with the formulations.
“E.l.f. Magnificence discovered a like-minded disruptor in Rhode,” stated e.l.f. Chairman and CEO Tarang Amin, in a press release. “Rhode additional diversifies our portfolio with a fast-growing model that makes the very best of status accessible. We’re excited by Rhode’s skill to interrupt magnificence limitations, totally aligning with e.l.f. Magnificence’s imaginative and prescient to create a special form of firm.”
“Rhode is a ravishing model that we imagine is prepared for rocketship progress,” Amin added.
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Rhode reported $212 million in web gross sales within the 12 months ended March 31, 2025, and plans to launch in Sephora all through North America and the U.Okay. earlier than the tip of the yr, in keeping with the assertion.
Bieber stated she is getting into an “expanded position of Chief Inventive Officer and Head of Innovation.”
Rhode was the No. 1 skincare model in Earned Media Worth in 2024, representing 367% year-over-year EMV progress, in keeping with the discharge.
E.l.f. Cosmetics was based in 2004 (initially every part was solely $1!) and has reported 23 straight quarters of progress.
The sale has been permitted by the e.l.f. Magnificence Board of Administrators, in keeping with the discharge.
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Cosmetics model e.l.f. (eyes, lips, face) is buying Hailey Bieber’s Rhode, the skincare model the mannequin and entrepreneur launched in 2022. The deal is price $1 billion, in keeping with a press launch.
“We won’t wait to convey Rhode to extra faces, locations, and areas. From day one, my imaginative and prescient for Rhode has been to make important skincare and hybrid make-up you need to use day-after-day,” Bieber, 28, stated in a press release. “Simply three years into this journey, our partnership with e.l.f. Magnificence marks an unbelievable alternative to raise and speed up our skill to achieve extra of our group with much more progressive merchandise and widen our distribution globally.”
Associated: Meet the Dermatologist Behind Rhode, Hailey Bieber’s Hit Pores and skin Care Model
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