e.l.f. Beauty Buys Hailey Bieber’s Rhode in a Huge $1 Billion Deal
So, here’s the big news — Hailey Bieber’s skincare brand, Rhode, has officially been bought by e.l.f. Beauty in a deal that’s worth a massive $1 billion. Yeah, you read that right. It’s a big moment not just for Hailey, but for the whole beauty industry. Honestly, this kind of thing doesn’t happen every day, especially when it comes to celebrity-led brands being picked up for such a huge amount. It says a lot about how much impact Rhode has made in such a short time.
The Breakdown of the Deal
The deal isn’t just a straight-up cash buyout. It’s more of a mixed package. e.l.f. Beauty is paying around $800 million in cash and stock up front, and there’s another $200 million that might come later depending on how Rhode performs in the next few years. That means e.l.f. is pretty confident the brand will keep growing and making waves in the skincare space. It’s like a bet on both the brand and the community that’s been built around it.
Hailey Isn’t Going Anywhere
One thing people were wondering was: is Hailey stepping away now that it’s sold? And the answer is — not at all. She’s actually staying on as the Chief Creative Officer and will also lead innovation. Basically, she’ll still be guiding the brand’s look, feel, and future products. Plus, she’ll also act as an advisor to e.l.f. to make sure the original spirit of Rhode doesn’t get lost. That’s pretty reassuring for fans who really connect with her vision.
Rhode’s Rise and What Made It Click
Rhode hasn’t been around forever — it launched in 2022 — but it took off really fast. Most of that success came from how simple and clean the brand is. It’s not trying to sell 100 different products. Instead, it focuses on just a few essentials, like the Peptide Glazing Fluid and the Barrier Restore Cream, which have both been huge hits. The numbers back that up too — Rhode pulled in over $200 million in sales in the past year alone. That’s seriously impressive for such a young brand.
What’s Next for Rhode?
Now that Rhode is part of the e.l.f. Beauty family, it’s planning to show up in a lot more places. One of the big moves coming soon is getting into Sephora stores in both North America and the UK. That’s a huge step because it’ll make the brand a lot easier to access for more people. It’s part of e.l.f.’s bigger goal to push Rhode into the global spotlight while keeping its original vibe intact.
What This Means for the Beauty Industry
Let’s be real — this kind of deal shows just how much influence celebrity-led and social media-powered brands have right now. It’s not just about traditional beauty giants anymore. e.l.f. isn’t just buying products — they’re buying a loyal audience, a strong digital presence, and a cool, modern identity. And this could inspire other companies to rethink how they view indie or influencer-driven brands going forward.
The Bottom Line
This deal between Hailey Bieber and e.l.f. Beauty is more than just business — it’s a sign that the beauty world is changing. It's now more about community, creativity, and connection. With Hailey still at the creative wheel, and e.l.f.’s resources backing her up, there’s a lot to look forward to from Rhode. Whether you're a skincare junkie or just someone who watches brand stories unfold, this one’s worth keeping an eye on.
