Honestly, I was floored when I heard this news. Hailey Bieber's Rhode skin and beauty brand? Sold for a billion dollars? To e.l.f. Beauty, no less! It's a huge deal, and I'm still trying to process it all.
The Deal Itself: More Than Just a Pretty Face
The official announcement came on Wednesday, May 28th, 2025. e.l.f. Beauty, already a powerhouse in the cosmetics world, is adding Rhode to its impressive portfolio of brands (which includes e.l.f. Cosmetics, e.l.f. SKIN, Keys Soulcare, and others). The deal, a whopping $1 billion, breaks down like this:
- $600 million in cash
- $200 million in e.l.f. stock
- $200 million earn-out over three years (based on performance, naturally)
That's a serious investment, showing just how much faith e.l.f. has in Rhode's potential for future growth. It's also one of the biggest acquisitions of a celebrity-backed brand in recent memory, up there with Ryan Reynolds' Mint Mobile deal.
Hailey's Still in the Picture
This isn't a case of Hailey Bieber selling off her baby and walking away. She’s staying on as Chief Creative Officer and Head of Innovation. Think of it as a partnership—she'll still be the creative force behind the brand, guiding its vision and product development. Plus, she'll be advising e.l.f. Beauty strategically. In her own words, she "can't wait to bring Rhode to more faces, places, and spaces."
Rhode's Meteoric Rise: From Viral Sensation to Billion-Dollar Brand
Launched just a couple of years ago, Rhode quickly captured the attention of beauty lovers everywhere. I think a big part of its success is its simple, effective products and the "glazed donut skin" trend—remember that? But it's also Hailey's massive social media following and savvy marketing. The brand's minimalist aesthetic also resonated with a lot of people, myself included. It’s a testament to building a brand around a genuine vision.
What's Next for Rhode?
Expect to see Rhode expand its reach significantly. e.l.f. plans to launch Rhode into Sephora stores across the US and the UK later this year, bringing it to a much wider audience. This could potentially change Rhode's image from a coveted "quiet luxury" brand to something more accessible. Only time will tell if this shift will affect the brand's identity. It will be interesting to see how this evolves.
The Bottom Line: A Smart Move for Everyone?
This deal is a win for several parties involved. Hailey Bieber cashes in big time while maintaining control over the brand's creative direction. e.l.f. Beauty gets a major boost to its prestige skincare portfolio. And consumers? Well, we might soon see Rhode products on shelves near us, which could be a very good thing!
