Hailey Bieber's big dreams are coming true: Rhode sold to e.l.f. Beauty for $1 billion
What's already being called the deal of the year has happened in the beauty world: the Rhode brand founded by Hailey Bieber has officially become part of e.l.f. Beauty - all as part of a massive $1 billion contract.
When moisturized skin becomes global business
Launched in 2022, Rhode conquered the market from the start: minimalism, affordability and the flawless gloss of Hailey's skin became synonymous with a new grooming aesthetic. But now Rhode is not just an “influencer project” but a global player. On May 28, the e.l.f. Beauty announced it was buying the brand. The deal includes $800 million in cash and stock, plus another $200 million in possible bonus - if Rhode continues to grow at the same pace over the next three years.
Haley: “I've always dreamed of this”
In her Instagram statement, Haley wrote:
“When I launched @rhode in 2022, I always had big dreams for the company, and the most important thing to me is to keep bringing rhode to more spaces, places, and faces globally. So today I am so incredibly excited and proud to announce that we are partnering with e.l.f. Beauty as we step into this next chapter in the world of rhode. I found a like-minded disruptor with a vision to be a different kind of company that believes in big ideas and innovation in the same way that I do and will help us continue to grow the brand. I feel invigorated, excited and more ready than ever to step into an even bigger role as Chief Creative Officer, and Head of Innovation of rhode as well as strategic advisor to e.l.f. Beauty.”
And she added:
“Thank you to the amazing rhode team who have helped me build over the years. I couldn’t have done it without all of you. And to our rhode community, thank you for being the most supportive and for being on this journey, this next chapter is going to be even more incredible together!
As I’ve said, this is only the beginning.”
What does this mean for the industry?
- Rhode becomes even more accessible: e.l.f. is known for turning niche beauty into a massive hit.
- Global expansion: Rhode products will not only be on Sephora shelves, but also in drugstores and stores from New York to Tokyo.
- A new era of celebrity-brand influence: Haley proved that Influencer marketing is not just a hype, but a tool for real growth.
Rhode: skincare + lifestyle
Rhode grew up on a love of the “frosted” face, the moist glow of skin, and minimalism with feeling. And now this aesthetic is ready to take over the world.
