“`html
E.l.f. Beauty Acquires Hailey Bieber’s Skincare Brand Rhode in Billion-Dollar Deal
The acquisition marks a significant expansion for E.l.f. beauty and will see Hailey Bieber take on an expanded role within Rhode.
New York, NY – in a landmark deal shaking up the beauty industry, E.l.f. (Eyes, Lips, Face) beauty has announced its acquisition of Rhode, the skincare brand founded by model and entrepreneur Hailey Bieber in 2022. The acquisition, finalized on May 28, 2025, is valued at $1 billion, according to a press release.
Hailey Bieber’s Evolving *Role* at Rhode
Hailey Bieber, 28, shared her enthusiasm for the partnership. “From day one, my vision for Rhode has been to make essential skincare and hybrid makeup you can use every day,” Bieber stated. She emphasized that this collaboration with E.l.f. Beauty presents an astonishing opportunity to reach a wider audience with more innovative products and expand global distribution. As part of the agreement, Bieber will step into an expanded *role* as Chief Creative Officer and Head of innovation, spearheading the brand’s creative direction and future product development.
Why E.l.f. Beauty Chose Rhode
E.l.f. Beauty’s Chairman and CEO, Tarang Amin, expressed confidence in the acquisition.”E.l.f. Beauty found a like-minded disruptor in Rhode,” Amin noted. “Rhode further diversifies our portfolio with a fast-growing brand that makes the best of prestige accessible. We are excited by Rhode’s ability to break beauty barriers, fully aligning with E.l.f. Beauty’s vision to create a different kind of company.” He further added, “Rhode is a beautiful brand that we believe is ready for rocketship growth.”
Rhode’s Notable Growth and Product Line
Rhode has quickly become a significant player in the skincare market, reporting $212 million in net sales for the 12 months ending March 31, 2025. The brand offers a curated selection of skincare essentials, including toner, moisturizer, and a popular lip peptide gloss, all formulated with the goal of providing “one of everything really good.” Bieber collaborated with BeautyStat entrepreneur and chemist Ron Robinson, along with dermatologist Dr. Dhaval Bhanusali, to develop these effective formulations.
| Fact | Details |
|---|---|
| Acquisition Price | $1 Billion |
| Acquiring Company | E.l.f. Beauty |
| Rhode’s Net Sales (2024-2025) | $212 Million |
| Bieber’s New *Role* | Chief Creative Officer and Head of Innovation |
| Distribution plans | Sephora (North America & U.K.) |
Did You Know? E.l.f. Cosmetics, founded in 2004, initially sold all its products for just $1! The company has since reported 23 consecutive quarters of growth, demonstrating its strong market presence.
Future Expansion and Strategic Alignment
Rhode’s products are poised to become even more accessible with a planned launch in Sephora stores across North America and the U.K. before the close of 2025.This expansion aligns perfectly with E.l.f. Beauty’s commitment to offering high-quality, prestige-level products at accessible price
what are the potential long-term competitive implications of this acquisition for other beauty brands?
Hailey Bieber’s Rhode Acquired by E.l.f. Beauty: A $1 Billion Deal
The beauty industry is buzzing with the news that Hailey Bieber’s lifestyle brand, Rhode, is being acquired by e.l.f.Beauty in a monumental $1 billion deal. This acquisition marks a meaningful shift in the competitive landscape of the beauty and skincare markets, highlighting the growing power of influencer-led brands and the strategic moves of established beauty giants.This article delves into the details of this acquisition, its implications, and what it means for the future of Rhode.
key details of the Rhode Acquisition
The agreement between Rhode and e.l.f. Beauty represents a significant investment.Rhode, founded by model and influencer Hailey Bieber in 2022, quickly gained traction in the market. The brand focuses on skincare products, building a strong reputation among its target audience.
The Financial Aspects
The $1 billion deal is a testament to the brand’s growth and market value. While the specifics of the deal haven’t all been disclosed,it indicates a strong valuation for Rhode,reflecting its brand equity and potential for expansion under e.l.f. Beauty’s umbrella. This move sets a precedent for future acquisitions, underlining the attractiveness of partnering with celebrity-backed brands.
Impact on the Beauty Industry
This acquisition will reverberate throughout the beauty sector, influencing everything from market trends and to competitive dynamics. Here’s how:
- Brand expansion: E.l.f. Beauty gains a foothold in the high-growth skincare market, diversifying its portfolio and reaching a new consumer base.
- Influencer marketing Power: This acquisition shows the importance of influencer-led brands, which have a built-in audience and a loyal following.
- Market Consolidation: The deal reflects a trend toward consolidation,where larger companies acquire smaller,accomplished brands to expand market share quickly.
Potential Synergies and Opportunities
The combination of Rhode’s brand identity and e.l.f. Beauty’s resources promises interesting results.E.l.f. can leverage its supply chain, distribution networks, and experience to scale Rhode’s operations. Rhode could benefit from e.l.f.’s extensive marketing,consumer insights,and innovation capabilities,expanding and strengthening its reach.
Here’s a brief overview of the potential advantages:
| Rhode | e.l.f. Beauty |
|---|---|
| Brand recognition among younger consumers | Increased distribution and reach |
| Innovation based on consumer trends | Expanded marketing capabilities |
| Strong influencer-marketing capabilities | Broader product ranges |
what This Means for Consumers and the Future of Rhode
Consumers can expect potential benefits from this acquisition. As Rhode integrates into E.l.f.’s framework, the goal should be to drive innovation, improve product availability, and possibly even reduce prices. New product lines and enhanced offerings are also likely to occur.
Looking Ahead
The acquisition of Rhode by e.l.f. Beauty is more than just a business transaction; it is a strategic move that could reshape the beauty landscape. The future holds great possibilities as these two companies move forward together. It indicates an exciting period of growth and innovation in the beauty market.
