In one of the biggest beauty brand acquisitions of the year, e.l.f. Beauty has scooped up Hailey Bieber’s skincare line, Rhode, in a deal valued at a whopping $1 billion. But this isn’t just a big-money buyout, it’s a strategic power move that signals where beauty is headed.
Launched just three years ago, Rhode has grown into a cult favorite, thanks to Bieber’s star power, a clean aesthetic, and a tight product line that resonated with Gen Z. From its dewy “glazed donut” lip looks to its minimalist branding, Rhode became the face of modern skincare minimalism.
The acquisition brings Rhode under e.l.f.’s growing empire, giving the beauty giant a new foothold in the prestige skincare market while staying true to its accessible roots. It also brings Bieber closer to the business side of beauty, she’s not stepping away. In fact, she’ll continue to shape the brand as Chief Creative Officer and Head of Innovation, ensuring that Rhode’s DNA remains intact.
With Gen Z spending habits reshaping the beauty landscape, e.l.f. is playing the long game. This move taps directly into the influencer-led, purpose-driven market space, and it’s clear they’re banking on more than just Bieber’s name. They’re betting on her brand-building instinct and the loyal community she’s cultivated.
Key Takeaway:
This isn’t just a celebrity brand cashing out, it’s a calculated evolution. e.l.f. Beauty’s acquisition of Rhode marks a new era where authenticity, influence, and innovation come together to redefine what the future of skincare looks like.