Cosmetics model e.l.f. (eyes, lips, face) is buying Hailey Bieber’s Rhode, the skincare model the mannequin and entrepreneur launched in 2022. The deal is value $1 billion, in line with a press release.
“We won’t wait to deliver Rhode to extra faces, locations, and areas. From day one, my imaginative and prescient for Rhode has been to make important skincare and hybrid make-up you should use day by day,” Bieber, 28, stated in an announcement. “Simply three years into this journey, our partnership with e.l.f. Magnificence marks an unbelievable alternative to raise and speed up our potential to achieve extra of our group with much more revolutionary merchandise and widen our distribution globally.”
Associated: Meet the Dermatologist Behind Rhode, Hailey Bieber’s Hit Skin Care Brand
Rhode sells a collection of skincare merchandise (toner, moisturizer, lip peptide gloss) with the objective of constructing “considered one of the whole lot actually good.” She teamed up with BeautyStat entrepreneur and chemist Ron Robinson and dermatologist Dr. Dhaval Bhanusali to assist with the formulations.
“E.l.f. Magnificence discovered a like-minded disruptor in Rhode,” stated e.l.f. Chairman and CEO Tarang Amin, in an announcement. “Rhode additional diversifies our portfolio with a fast-growing model that makes the very best of status accessible. We’re excited by Rhode’s potential to interrupt magnificence obstacles, absolutely aligning with e.l.f. Magnificence’s imaginative and prescient to create a special sort of firm.”
“Rhode is a ravishing model that we consider is prepared for rocketship progress,” Amin added.
Associated: Serena Williams Launches a New Company That She’s Been Working on for 6 Years
Rhode reported $212 million in internet gross sales within the 12 months ended March 31, 2025, and plans to launch in Sephora all through North America and the U.Ok. earlier than the top of the 12 months, in line with the assertion.
Bieber stated she is getting into an “expanded position of Chief Artistic Officer and Head of Innovation.”
Rhode was the No. 1 skincare model in Earned Media Worth in 2024, representing 367% year-over-year EMV progress, in line with the discharge.
E.l.f. Cosmetics was based in 2004 (initially the whole lot was only $1!) and has reported 23 straight quarters of growth.
The sale has been accepted by the e.l.f. Magnificence Board of Administrators, in line with the discharge.
Associated: Is Selena Gomez the Next Beauty Billionaire? Rare Beauty, Worth Around $2 Billion, Is Reportedly Up for Sale
Cosmetics model e.l.f. (eyes, lips, face) is buying Hailey Bieber’s Rhode, the skincare model the mannequin and entrepreneur launched in 2022. The deal is value $1 billion, in line with a press release.
“We won’t wait to deliver Rhode to extra faces, locations, and areas. From day one, my imaginative and prescient for Rhode has been to make important skincare and hybrid make-up you should use day by day,” Bieber, 28, stated in an announcement. “Simply three years into this journey, our partnership with e.l.f. Magnificence marks an unbelievable alternative to raise and speed up our potential to achieve extra of our group with much more revolutionary merchandise and widen our distribution globally.”
Associated: Meet the Dermatologist Behind Rhode, Hailey Bieber’s Hit Skin Care Brand
The remainder of this text is locked.
Be part of Entrepreneur+ right this moment for entry.
