Hailey Bieber’s skincare brand, Rhode, has reached an exciting milestone. On May 28, 2025, it was announced that e.l.f. Beauty will acquire Rhode in a landmark $1 billion deal, marking a significant step in the brand’s rapid growth since its launch.
According to the official press release, Hailey Bieber, 28, will remain deeply involved in the company as the founder and will take on the roles of chief creative officer and head of innovation. In these positions, she will oversee creative direction, product development, and marketing strategies. Additionally, Bieber will serve as a strategic advisor to both Rhode and e.l.f. Beauty as they move forward together.
Rhode has made impressive strides in the beauty industry, notably becoming the No. 1 skincare brand in Earned Media Value (EMV) for 2024, with an outstanding 367% year-over-year growth. This accomplishment highlights the brand’s increasing popularity and market influence.
Bieber expressed her enthusiasm about the partnership:
“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 skincare and hybrid makeup you can use every day. Just three years into this journey, our partnership with e.l.f. Beauty marks an incredible opportunity to elevate and accelerate our ability to reach more of our community with even more innovative products and widen our distribution globally.”
She also acknowledged the critical role her co-founders Michael D. Ratner and Lauren Ratner have played in turning her vision into reality. Bieber shared her excitement for the brand’s next chapter and praised the “vibes” she felt working with the e.l.f. team, emphasizing how important culture and alignment are in business partnerships.
e.l.f. Beauty’s chairman and CEO, Tarang Amin, praised Rhode’s disruptive spirit, saying the brand “further diversifies our portfolio with a fast-growing brand that makes the best of prestige accessible.” Amin added that Rhode’s mission aligns perfectly with e.l.f. Beauty’s vision to create a different kind of company, and he expressed confidence that Rhode is poised for “rocketship growth.”
Since Rhode’s debut in June 2022, Bieber has emphasized inclusivity and accessibility in beauty. Speaking to PEOPLE before the brand’s launch, she said, “It was very important to me that if I open up the world of Rhode, everyone is invited. Everyone is included. I wanted it to be accessible and attainable for everyone.”
Rhode launched with a carefully curated line of skincare essentials, including the Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment. Over time, the brand expanded to include makeup products such as blush and lip liner, though skincare remains at the heart of Rhode’s philosophy.
Hailey Bieber’s Rhode continues to set a new standard in beauty, blending innovation, inclusivity, and quality — now backed by a powerhouse partnership with e.l.f. Beauty ready to take the brand to global heights.
