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, based on 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 should utilize daily,” Bieber, 28, stated in an announcement. “Simply three years into this journey, our partnership with e.l.f. Magnificence marks an unbelievable alternative to raise and speed up our potential to succeed in extra of our neighborhood with much more revolutionary 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 aim of constructing “considered one of every little thing 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 an announcement. “Rhode additional diversifies our portfolio with a fast-growing model that makes the most effective of status accessible. We’re excited by Rhode’s potential to interrupt magnificence obstacles, absolutely aligning with e.l.f. Magnificence’s imaginative and prescient to create a distinct sort of firm.”
“Rhode is a good looking 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 top of the 12 months, based on the assertion.
Bieber stated she is entering into an “expanded function of Chief Artistic 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, based on the discharge.
E.l.f. Cosmetics was based in 2004 (initially every little thing was solely $1!) and has reported 23 straight quarters of progress.
The sale has been accepted by the e.l.f. Magnificence Board of Administrators, based on 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, based on 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 should utilize daily,” Bieber, 28, stated in an announcement. “Simply three years into this journey, our partnership with e.l.f. Magnificence marks an unbelievable alternative to raise and speed up our potential to succeed in extra of our neighborhood with much more revolutionary 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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