Hailey Bieber’s skincare brand, Rhode, just hit a major milestone that’s shaking up the beauty industry.
On May 28, it was officially announced that e.l.f. Beauty is acquiring Rhode for a jaw-dropping $1 billion. Yep, billion with a B. But Hailey’s not stepping aside, in fact, she’s doubling down. She’ll continue as founder while also taking on the roles of chief creative officer and head of innovation, overseeing everything from product design to marketing and creative direction.
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This isn’t just a cash-out moment, it’s a serious power move. According to a press release, Rhode was the No. 1 skincare brand in Earned Media Value (EMV) in 2024, with an explosive 367% year-over-year EMV growth. For a brand that only launched in June 2022, that kind of growth is wild. It started with just three products, the Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment, and quickly evolved into a minimalist-meets-luxury brand fans couldn’t stop posting about.
Hailey opened up about the acquisition, saying, “We can’t wait to bring Rhode to more faces, places, and spaces.” She said from day one, the goal was to make essential skincare and hybrid makeup that people could use every single day. She called the partnership with e.l.f. “an incredible opportunity” to take Rhode to the next level with more innovative products and global distribution. She also shouted out her co-founders Michael D. Ratner and Lauren Ratner, saying they’ve helped bring her vision to life since day one, and they’re still on board for this next chapter.
Speaking to Allure, Hailey admitted that while she always had “really big dreams” for the brand, she didn’t expect this kind of growth to happen right now. “This is definitely one of those things being realized,” she said. As for why she chose e.l.f.? “Vibes matter!” Hailey explained. Apparently, the energy matched. And according to e.l.f. chairman and CEO Tarang Amin, the feeling was mutual. He said they found a “like-minded disruptor” in Rhode, adding, “Rhode further diversifies our portfolio with a fast-growing brand that makes the best of prestige accessible.”
Amin didn’t hold back on the praise either. He said Rhode is “a beautiful brand that we believe is ready for rocketship growth” and that it fits perfectly into e.l.f. Beauty’s mission to “create a different kind of company.”
Before this $1B milestone, Rhode was already making a serious impact. The brand quickly became known for its “glazed donut skin” aesthetic, something Hailey made viral herself. She told PEOPLE back in 2022 that inclusivity was always a top priority: “It was very important to me that if I open up the world of Rhode, everyone is invited.” She made it clear that Rhode would stay accessible and attainable to everyone. Her approach? A carefully curated, edited product line where everything is high-quality and nothing is filler. “Our philosophy is making one of everything really good,” she said.
Since its launch, Rhode has stayed true to that vision. It started with skincare but more recently branched into makeup products like blush and lip liners, still keeping that clean, skincare-forward formulation. And now, with e.l.f. behind the wheel and Hailey in charge creatively, Rhode is prepped to expand on a global level, fast.
With this acquisition, Hailey Bieber just pulled off one of the most strategic brand plays we’ve seen from a celebrity entrepreneur. She’s not just slapping her name on products, she’s building a legacy, one glazed product at a time. And now, the world’s about to see Rhode everywhere.
