Cosmetics model e.l.f. (eyes, lips, face) is buying Hailey Bieber’s Rhode, the skincare model the mannequin and entrepreneur launched in 2022. The deal is value $1 billion, in response to a press launch.
“We will not wait to carry Rhode to extra faces, locations, and areas. From day one, my imaginative and prescient for Rhode has been to make important skincare and hybrid make-up you should use day-after-day,” Bieber, 28, stated in an announcement. “Simply three years into this journey, our partnership with e.l.f. Magnificence marks an unbelievable alternative to raise and speed up our means to achieve extra of our neighborhood with much more progressive merchandise and widen our distribution globally.”
Associated: Meet the Dermatologist Behind Rhode, Hailey Bieber’s Hit Pores and skin Care Model
Rhode sells a collection of skincare merchandise (toner, moisturizer, lip peptide gloss) with the aim of constructing “one in all all the things actually good.” She teamed up with BeautyStat entrepreneur and chemist Ron Robinson and dermatologist Dr. Dhaval Bhanusali to assist with the formulations.
“E.l.f. Magnificence discovered a like-minded disruptor in Rhode,” stated e.l.f. Chairman and CEO Tarang Amin, in an announcement. “Rhode additional diversifies our portfolio with a fast-growing model that makes one of the best of status accessible. We’re excited by Rhode’s means to interrupt magnificence boundaries, totally aligning with e.l.f. Magnificence’s imaginative and prescient to create a unique type of firm.”
“Rhode is an attractive model that we imagine is prepared for rocketship development,” Amin added.
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Rhode reported $212 million in web gross sales within the 12 months ended March 31, 2025, and plans to launch in Sephora all through North America and the U.Ok. earlier than the tip of the 12 months, in response to the assertion.
Bieber stated she is getting into an “expanded function of Chief Artistic Officer and Head of Innovation.”
Rhode was the No. 1 skincare model in Earned Media Worth in 2024, representing 367% year-over-year EMV development, in response to the discharge.
E.l.f. Cosmetics was based in 2004 (initially all the things was solely $1!) and has reported 23 straight quarters of development.
The sale has been accepted by the e.l.f. Magnificence Board of Administrators, in response to the discharge.
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Cosmetics model e.l.f. (eyes, lips, face) is buying Hailey Bieber’s Rhode, the skincare model the mannequin and entrepreneur launched in 2022. The deal is value $1 billion, in response to a press launch.
“We will not wait to carry Rhode to extra faces, locations, and areas. From day one, my imaginative and prescient for Rhode has been to make important skincare and hybrid make-up you should use day-after-day,” Bieber, 28, stated in an announcement. “Simply three years into this journey, our partnership with e.l.f. Magnificence marks an unbelievable alternative to raise and speed up our means to achieve extra of our neighborhood with much more progressive merchandise and widen our distribution globally.”
Associated: Meet the Dermatologist Behind Rhode, Hailey Bieber’s Hit Pores and skin Care Model
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