Hailey Bieber’s Rhode To Be Acquired By e.l.f. Beauty For $1 Billion
In one of the biggest beauty industry announcements of 2025, Hailey Bieber‘s brand, Rhode, will be acquired by e.l.f. Beauty for $1 billion (USD). Bieber will remain involved at Rhode, taking on additional responsibilities as the brand’s Chief Creative Officer and Head of Innovation, while also adopting the new role of strategic advisor for both her own brand and e.l.f. Beauty.
Founded in 2022, named after Hailey’s middle name, Rhode has gone from strength to strength, loved for its memorable marketing campaigns, distinct aesthetic, and simple yet effective formulations (think: the viral Peptide Lip Treatment and Pocket Blush).
Hailey shared the news on Instagram overnight with her 55 million followers, writing, “When I launched @rhode in 2022, I always had big dreams for the company, and the most important thing to me is to keep bringing rhode to more spaces, places, and faces globally.”
“So today I am so incredibly excited and proud to announce that we are partnering with e.l.f. Beauty as we step into this next chapter in the world of rhode.”
Hailey went on to explain that she was drawn to e.l.f because of its similarly disruptive nature in the industry. “I found a like-minded disruptor with a vision to be a different kind of company that believes in big ideas and innovation in the same way that I do and will help us continue to grow the brand.”
I found a like-minded disruptor with a vision to be a different kind of company that believes in big ideas and innovation
Hailey Bieber
“Thank you to the amazing rhode team who have helped me build over the years. I couldn’t have done it without all of you. And to our rhode community, thank you for being the most supportive and for being on this journey, this next chapter is going to be even more incredible together! As I’ve said, this is only the beginning. 🤍”
Rhode joins brands such as Naturium and Alicia Keys’ skincare and makeup ventures, Soulcare and Well People, as part of e.l.f. Beauty’s expanding portfolio.
Safe to say, it’s been a big month for Hailey, who’s also currently on the cover of Vogue and gave birth to her first child, Jack, less than a year ago – she’s a busy woman!
