Hailey Bieber Sells Rhode to e.l.f. Beauty in $1 Billion Deal

Hailey Bieber’s skincare brand Rhode is officially joining the billion-dollar beauty club. On May 28, e.l.f. Beauty announced its acquisition of Rhode in a deal valued at $1 billion, a move that positions the two-year-old brand for serious international expansion.

The acquisition includes $800 million in cash and stock paid to Rhode’s ownership group at closing, along with an additional $200 million in potential earnout based on the brand’s performance over the next three years.

Since its launch in 2022, Rhode has quickly become a cult-favorite in the beauty space, thanks to its minimalist branding, accessible price point, and Bieber’s influential presence. Now, with the support of e.l.f.—a company known for scaling indie beauty into mass-market success—Rhode is gearing up for a major global push.

“I always had big dreams for the company,” she shared in a May 28 Instagram post, “and the most important thing to me is to keep bringing Rhode to more spaces, places, and faces globally.”

And of course, Bieber was nothing but gracious to all of her followers who have made Rhode so successful: "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!"

With this deal, Rhode’s next era is clear: one where Bieber’s dewy-skinned vision of beauty is set to reach even more vanities—and continents.