Hailey Bieber's Skincare Brand Rhode Acquired by Elf Beauty for $1 Billion
Beauty Brand Propels Hailey Bieber to Land a Billion-Dollar Agreement - Supermodel Hailey Bieber Secures a Billion-Dollar Agreement on Account of Her Cosmetics Line
Hailey Bieber's skincare brand, Rhode, has been sold to Elf Beauty in a historic deal valued at $1 billion. The deal, announced on Wednesday by Elf Beauty, propels Bieber into an elite sphere in the business world.
The company, founded in 2022, generated impressive revenues of $212 million in its first year of operation. Rhode, which focuses on essential skincare and hybrid makeup for daily use, has gained popularity for its minimalist aesthetic and emphasis on natural beauty.
"We can't wait to bring Rhode to more faces, places, and spaces," Bieber said in a statement. The products are set to launch at Sephora later this year.
Nick Vlahos, CEO of Elf Beauty, sees the acquisition as a strategic move, as Rhode's fast-growing beauty brand fits perfectly with Elf Beauty's existing portfolio that includes e.l.f. Cosmetics, e.l.f. SKIN, Keys Soulcare, and other successful lines.
Hailey Bieber will continue with Rhode as Chief Creative Officer and Head of Innovation, a role she is excited to take on. "Just three years into this journey, our partnership with Elf Beauty marks an incredible opportunity to expand our mission," Bieber said.
The deal is expected to close in the early fiscal year 2026. Rhode will become one of the most valuable celebrity-owned companies, mirroring a wider trend of celebrities using their influence for lucrative business models.
Rhode's success reflects Bieber's vision and the brand's emphasis on quality products. With this acquisition, Bieber embarks on a new phase of her career trajectory, transitioning from model to billionaire.
The brand's philosophy emphasizes "one of everything really good," focusing on high-quality products. Under Elf Beauty, Rhode aims to continue pushing innovation in products and marketing to create a unified vision for accessible prestige beauty, aligning with Elf's mission.
Background: Rhode, founded in 2022, is a skincare brand that emphasizes quality products. The brand quickly gained popularity, more than doubling its consumer base over the past year. It drove $212 million in net sales in the 12 months ending March 31, 2025. The brand was initially available only on its website but demonstrated significant growth potential. In May 2025, Elf Beauty acquired Rhode for $1 billion. The acquisition includes a $600 million cash payment, $200 million in Elf stock, and a potential earnout of $200 million over three years based on performance goals. Following the acquisition, Rhode plans to expand its distribution through physical in-store partnerships with Sephora in North America and the U.K. to increase accessibility and boost its growth trajectory.
- Hailey Bieber, not letting go of her skincare brand's success, will continue as the Chief Creative Officer and Head of Innovation for Rhode under Elf Beauty, aiming to create a unified vision for accessible prestige beauty, which aligns with Elf's mission.
- The acquisition of Rhode, a fast-growing beauty brand with a focus on essential skincare and hybrid makeup, by Elf Beauty is a strategic move that mirrors a wider trend of celebrities utilizing their influence for lucrative business models in finance, lifestyle, fashion-and-beauty, and social media.
- With Rhode's philosophy emphasizing "one of everything really good," focused on high-quality products, and the brand's impressive first-year revenues of $212 million, the deal propels Bieber into an elite sphere in the business world, marking a significant shift in her career trajectory from model to billionaire in the entertainment and business industries.
