e.l.f. Beauty Acquires Hailey Bieber’s Skincare Brand rhode for $1 Billion
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In a strategic move, e.l.f. Beauty has announced its acquisition of Hailey Bieber’s renowned skincare brand, rhode, for a staggering $1 billion. This groundbreaking deal positions Bieber to assume the pivotal roles of chief creative officer and head of innovation within the brand.
Hailey Bieber, the visionary behind rhode, expressed her excitement for the brand’s future trajectory, stating, “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.” Bieber emphasized her commitment to inclusivity and accessibility within the beauty industry, a core value that has driven the success of rhode.
With e.l.f. Beauty’s extensive reach and resources, Bieber aims to expand the brand’s innovative products and global distribution. The collaboration between rhode and e.l.f. Beauty marks a significant milestone in the beauty industry, with Bieber’s entrepreneurial spirit at the forefront of this partnership.
The press release detailing the acquisition highlighted rhode’s impressive track record, noting that it was the top skincare brand in Earned Media Value in 2024, demonstrating a remarkable 367% year-over-year growth. This accomplishment underscores the brand’s strong market presence and consumer appeal.
e.l.f. chairman and CEO Tarang Amin expressed enthusiasm about the union, citing rhode as a fast-growing brand that aligns seamlessly with e.l.f. Beauty’s mission to revolutionize the beauty landscape. Amin commended rhode’s ability to transcend traditional beauty norms and break barriers, a philosophy that resonates with e.l.f. Beauty’s ethos.
Hailey Bieber’s dedication to creating a curated line of skincare essentials has been pivotal to rhode’s success. Emphasizing quality over quantity, Bieber launched rhode with three key products: the Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment. Her commitment to excellence and innovation has set rhode apart in the competitive beauty market.
As Bieber embarks on this new chapter alongside co-founders Michael D. Ratner and Lauren Ratner, the future of rhode is poised for exponential growth and global expansion. The collaboration between e.l.f. Beauty and rhode signifies a union of creativity, vision, and purpose, establishing a transformative force in the beauty industry.
In conclusion, the acquisition of rhode by e.l.f. Beauty heralds a new era of innovation and possibility within the beauty sector. Hailey Bieber’s entrepreneurial journey and commitment to inclusivity have laid the foundation for rhode’s success, propelling the brand to new heights of excellence and influence in the ever-evolving beauty landscape.