Hailey Bieber’s skincare line Rhode is set to scale as E.l.f. Beauty acquires the buzzy brand in one of beauty’s most significant deals this year.
E.l.f. Beauty has agreed to acquire Hailey Bieber’s skincare brand Rhode for $1 billion, marking one of the largest celebrity beauty acquisitions to date. Founded by Bieber in June 2022, Rhode quickly gained popularity among younger consumers, propelled by its minimalist products like the Peptide Glazing Fluid and Barrier Restore Cream, alongside the model’s considerable social media presence.
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Under the agreement, Bieber will continue in a creative role, maintaining input on product development and branding. Rhode will leverage E.l.f.’s expansive distribution network and marketing capabilities, aiming to accelerate its already rapid growth trajectory. E.l.f. Beauty, known for its accessible, viral-friendly makeup and skincare offerings, plans to position Rhode prominently within its existing portfolio, which includes recent acquisitions like Naturium.
The billion-dollar valuation underscores the significant potential investors see in celebrity-founded beauty ventures, particularly those resonating strongly with younger demographics. With this acquisition, E.l.f. continues to strengthen its position within the highly competitive beauty landscape, betting that Bieber’s star power, coupled with the company’s operational expertise, will secure long-term success for Rhode.
