Hailey Bieber’s Skincare Brand Acquired by e.l.f. for $1 Billion
Hailey Bieber has marked a major milestone in her career as an entrepreneur—her skincare brand Rhode has been acquired by e.l.f. Beauty in a landmark $1 billion deal. The announcement was made via Instagram on May 28, where the 28-year-old model, founder, and new mother described the moment as “incredibly exciting” and a bold step forward for her company.
A Vision Realized
Launched in 2022, Rhode quickly became a standout in the beauty industry with its minimalist design and focus on skin-barrier-boosting ingredients. Known for products like its peptide lip treatment, the brand earned a loyal following and strong commercial traction.
Hailey Bieber reflected on Rhode’s journey in her announcement:
“When I launched Rhode, I always had big dreams. The most important thing to me is to keep bringing Rhode to more spaces, places, and faces globally.”
With the acquisition, Hailey Bieber will remain involved in a major leadership role—continuing as Chief Creative Officer and Head of Innovation for Rhode, and also joining e.l.f. Beauty as a strategic advisor.
Hailey described e.l.f. Beauty as a “like-minded disruptor” that shares Rhode’s values of innovation and bold vision. The partnership is expected to further scale Rhode’s global presence while maintaining its core aesthetic and product philosophy.
About Rhode Brand
Founded in 2022, Rhode emphasizes clean, effective skincare with a minimalist aesthetic. Its bestsellers include moisturizers, gentle cleansers, and lip treatments—all designed to support and protect the skin barrier. With this billion-dollar acquisition, Rhode is set to expand further into international markets.
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