US-based e.l.f. Beauty is to acquire Rhode, the beauty brand founded by model Hailey Bieber, for $1bn.
The deal is part of e.l.f. Beauty’s diversification into the prestige beauty channel and into newer retail partners, like Sephora.
The Rhode brand is based on the concept of essential skincare and hybrid make-up for every day use and was launched in 2022. Bieber said it was created after she spotted a gap in the market for a simple product line-up that wasn’t based on trends, overly expensive ingredients, or a 15-minute routine.
The brand claims to have built a strong community and direct-to-consumer business, and has more than doubled its consumer base over the past year. It reported $212m in net sales in the 12 months ended March 31, 2025. Rhode’s products are sold on rhodeskin.com, with plans to launch its first physical in-store partnership with retailer Sephora in North America and the UK before the end of the year.
Rhode claimed to be the number-one skincare brand in earned media value (EMV) in 2024, with 367% year over year EMV growth.
Bieber will continue her role as Founder and also be Rhode’s Chief Creative Officer and Head of Innovation. She will also act as an advisor to the combined companies.
The move will further boost e.l.f. Beauty’s presence in skincare. The company says e.l.f. Cosmetics is the number one brand in units in US cosmetics, and the number two in dollar share, citing figures from Nielsen. Five years ago, the company launched e.l.f. SKIN, and then acquired Naturium in 2023, doubling its skincare presence.