E.l.f. Beauty is set to acquire Rhode, the skincare brand founded by Hailey Bieber, in a $1 billion deal that will expand e.l.f.’s presence in the high-end beauty market. The acquisition, which includes $800 million upfront and up to $200 million in potential earn-outs, marks a significant move by e.l.f. to diversify its portfolio. Rhode, launched in 2022, has quickly gained traction with $212 million in sales over the past year and a growing consumer base. Hailey Bieber will remain involved as founder, Chief Creative Officer, and Head of Innovation, while e.l.f. plans to launch Rhode’s products in Sephora stores across North America and the UK. The partnership reflects shared values of community building and breaking beauty barriers, with Bieber expressing excitement about the next chapter for her brand.
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