ELF Beauty Acquires Hailey Bieber’s Rhode Skincare Brand for $1 Billion

LOS ANGELES, CA – In a major beauty industry shakeup, ELF Beauty has announced the acquisition of Hailey Bieber’s skincare brand, Rhode, for a reported $1 billion. The high-profile deal marks a significant expansion for ELF, a leader in budget-friendly beauty products.

Founded by Bieber in 2022, Rhode quickly rose to prominence with its minimalist skincare ethos and a robust social media following, no doubt bolstered by Bieber’s global influence and her marriage to pop icon Justin Bieber. Rhode generated $212 million in net sales during its most recent fiscal year, demonstrating impressive growth and consumer demand.

Earlier this year, Rhode made headlines by announcing its launch into Sephora stores across North America and the UK, a move that significantly expanded its retail presence. ELF’s acquisition comes as the brand continues to leverage its direct-to-consumer model and high social media engagement to capture younger consumers.

"Rhode has built an exceptional brand identity with strong digital engagement," ELF Beauty stated in the acquisition announcement. "We’re excited to welcome them into the ELF family and drive further innovation and growth."

Industry analysts note that ELF’s acquisition of Rhode aligns with a broader trend of established beauty brands snapping up influencer-driven labels with proven online engagement and market traction. The deal underscores the enduring power of celebrity-backed brands in the competitive beauty space.

With this acquisition, ELF positions itself to expand Rhode’s product offerings and tap into a new, loyal customer base. Rhode’s minimalistic and inclusive approach to skincare will complement ELF’s existing portfolio of affordable, high-quality products.

For consumers, this means broader availability of Rhode products, with the added strength of ELF’s established distribution channels and resources.

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