In a bold and billion-dollar beauty industry shake-up, e.l.f Beauty acquires rhode for $1 billion. The acquisition will keep Hailey Bieber at the helm of the brand as its founder, chief creative officer, and head of innovation, giving her full control over creative direction and product innovation moving forward.
Launched in June 2022, rhode quickly caught the attention of Gen Z and millennials with its minimalist packaging, clean ingredients, and trendy aesthetic. With viral hits like the Peptide Glazing Fluid and Peptide Lip Treatment, the brand gained cult status within a year of launch. This new partnership signals global expansion and wider distribution, driven by e.l.f. ’s robust infrastructure.
“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,” Bieber said in a statement.
Hailey Bieber to Lead Creative Expansion Under e.l.f Beauty
Bieber isn’t going anywhere. In fact, the beauty mogul will play an even bigger role as rhode’s creative visionary. Her ability to turn everyday skincare routines into viral moments has been a driving force behind rhode’s explosive growth. With e.l.f.’s backing, expect more skincare-meets-makeup crossovers and edgy new product drops.
She also confirmed plans to continue collaborating with co-founders Michael D. Ratner and Lauren Ratner, who will remain part of the leadership team. The trio is expected to launch even more product categories while staying true to rhode’s skin-first ethos.
e.l.f Beauty Chairman and CEO Tarang Amin praised the acquisition, saying:
“We are excited by rhode’s ability to break beauty barriers, fully aligning with e.l.f. Beauty’s vision to create a different kind of company. rhode is a beautiful brand that we believe is ready for rocketship growth.”
Why e.l.f Beauty’s Billion-Dollar Bet on rhode Makes Sense
This move makes strategic sense for e.l.f, a brand that has built a loyal base around affordability, innovation, and inclusivity. The company has been on an acquisition spree and this billion-dollar deal shows its intention to tap into celebrity influence and luxury skin wellness without abandoning its core values.
e.l.f’s consumer base also overlaps heavily with rhode’s—digitally-savvy beauty enthusiasts who prioritize minimalism, results, and ethical practices. Bringing rhode into the fold gives e.l.f access to a premium Gen Z audience willing to splurge on Instagrammable beauty.
According to PEOPLE, rhode has started expanding into color cosmetics with recent launches like lip liners and cream blush, signaling a full-scale transformation into a complete beauty brand.