Hailey Bieber’s skincare line, rhode, has officially been acquired by e.l.f. Beauty in a $1.0 billion deal, the companies announced Wednesday, May 28. The acquisition marks a significant expansion for e.l.f., bringing the influencer-founded brand under its umbrella while maintaining Bieber’s involvement in the brand’s direction.
Bieber Takes on New Leadership Role
Under the terms of the agreement, Bieber will remain deeply involved in rhode’s operations. She will continue as the brand’s founder and additionally take on the titles of chief creative officer and head of innovation. Bieber will also serve as a strategic advisor to e.l.f. Beauty.
In a statement, the 28-year-old entrepreneur reflected on the milestone:
“From day one, my vision for rhode has been to make essential skincare and hybrid makeup you can use every day,” Bieber said. “Just three years into this journey, our partnership with e.l.f. Beauty marks an incredible opportunity to elevate and accelerate our ability to reach more of our community with even more innovative products and widen our distribution globally.”
She also expressed gratitude to her co-founders Michael D. Ratner and Lauren Ratner, noting they “helped bring my vision to life from the start.”
e.l.f. Sees Strategic Expansion
The acquisition signals a major move for e.l.f. Beauty, which is known for offering affordable, trend-forward products. Chairman and CEO Tarang Amin praised the partnership, stating,
“We found a like-minded disruptor in rhode. The brand further diversifies our portfolio with a fast-growing brand that makes the best of prestige accessible. rhode is a beautiful brand that we believe is ready for rocketship growth.”
According to a press release, rhode was the No. 1 skincare brand in Earned Media Value (EMV) in 2024, with a staggering 367% year-over-year growth. The EMV metric reflects the amount of online exposure and engagement the brand has received, signaling high consumer interest and influence.
The Rise of rhode
Since launching in June 2022, rhode has carved out a niche in the beauty industry, driven in part by Bieber’s viral “glazed donut skin” trend and social media savvy. The brand debuted with three core skincare products: the Peptide Glazing Fluid, the Barrier Restore Cream, and the Peptide Lip Treatment.
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@iamkeeppopping Hailey Bieber’s glazed donut skincare hack is making us hungry! 🍩
Bieber described her approach to PEOPLE at the time, saying,
“What sets rhode apart is we’re putting out a very curated, edited line of essentials — our philosophy is making one of everything really good.”
She emphasized that inclusivity was at the heart of the brand from the beginning:
“It was very important to me that if I open up the world of rhode, everyone is invited. Everyone is included. I wanted it to be accessible and attainable for everyone.”
Since then, rhode has expanded to include color cosmetics such as blushes and lip liners, while continuing to prioritize skincare innovation.
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Hailey Bieber is the final girlbosshttps://t.co/7F95DgyHNJ pic.twitter.com/hrObWaUWSP
— EMILY SUNDBERG (@Emily_Sundberg) May 28, 2025
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What’s Next for rhode?
With the support of e.l.f. Beauty’s distribution and infrastructure, rhode is expected to expand rapidly into new markets and possibly retail partnerships. Bieber’s continued leadership ensures that the brand’s original identity will remain intact while it scales.
As e.l.f. and rhode prepare for this next chapter, one thing is clear: celebrity beauty brands are no longer just vanity projects—they’re building billion-dollar empires.
