E.l.f Acquires Rhode in $1 Billion Deal

I hope she’s getting her beauty sleep because it’s been a big few weeks for our beauty guru Hailey Bieber. Coming off the tail of the exciting announcement that her beloved skin-care and makeup company, Rhode, is entering Sephora stores this year, even more news has emerged on behalf of the mega-viral brand. Today, beauty giant e.l.f. has officially acquired Bieber’s Rhode in a $1 billion acquisition. Ahead, everything you need to know about the big move.

Rhode and E.l.f Join Forces in Major Beauty Merger

Mere moments ago, an exclusive interview with Business of Fashion revealed that Bieber’s beloved Rhode beauty has officially been acquired by legendary beauty conglomerate, E.l.f. Ever since Bieber birthed her beauty empire back in 2022, Rhode has remained one of Gen-Z’s most prized possessions. The brand cited $212 million in net sales in its latest fiscal year ending in March, with an estimated $1.3 billion in sales for fiscal year 2025.

- Advertisement -

But, despite the staggering numbers, the merger was not about money, at least for Bieber. “She could have easily gotten more money from private equity or someone else, but she cares about building this brand for the long term,” E.l.f. Chairman and chief executive Tarang Amin told The Business of Fashion.“What we saw in Rhode was another like-minded disruptor,” Amin said. “I see Hailey as much more than a celebrity, she is one of the most thoughtful founders I’ve ever met. She has incredible instinct, a beautiful aesthetic that’s absolutely resonating with her community.”

In terms of what the acquisition means for Bieber, BOF’s report notes that she will “Continue in her capacity as Rhode co-founder, chief brand officer and head of innovation, as well as act as a strategic advisor for E.l.f. The remaining Rhode team, including co-founders Lauren and Michael D. Ratner and CEO Nick Vlahos.” In E.l.f.’s press release for the partnership, Bieber explained that “We can’t wait to bring rhode to more faces, places and spaces. From day one, my vision for rhode has been
to make essential skin care and hybrid makeup you can use every day,” adding that “As I continue as Founder and step into an expanded role of Chief Creative Officer and Head of Innovation, I look forward to leading the brand into this exciting new chapter of possibilities alongside my Co-Founders Michael D. Ratner and Lauren Ratner, who have helped bring my vision to life from the start.”