The beauty industry is abuzz with the monumental news: Hailey Bieber’s acclaimed skincare brand, Rhode, has found its Rhode new home under the expansive umbrella of Elf Beauty. This strategic acquisition, valued at a staggering $1 billion, marks a significant power play in the competitive beauty landscape. Elf Beauty, known for its accessible yet high-quality products, is set to integrate Rhode’s prestige offerings.
This move isn’t just about financial growth; it’s a strategic diversification for Elf Beauty. Acquiring Rhode allows Elf to tap into the high-growth prestige skincare market, complementing its strong mass-market presence. The synergy between a beloved celebrity-backed brand and an established beauty conglomerate promises exciting future developments for both brands and their loyal customer bases.
Hailey Bieber, the visionary behind Rhode, will remain deeply involved. She will continue as the brand’s founder and take on new roles as Chief Creative Officer and Head of Innovation for Rhode. This ensures that the brand’s core identity and unique approach to skincare remain intact, providing continuity and authenticity to its dedicated following.
The integration of Rhode new home into Elf Beauty’s portfolio is expected to unlock significant opportunities. Rhode’s strong direct-to-consumer model and Hailey Bieber’s immense social media influence have driven impressive sales figures in a short time. Now, with Elf Beauty’s robust distribution network and retail partnerships, Rhode is poised for even greater global reach.
Rhode’s minimalist, science-backed approach to skincare has resonated deeply with consumers seeking effective yet simple routines. Products like the Peptide Glazing Fluid and Barrier Restore Cream have achieved cult status, highlighting the brand’s commitment to quality. Elf Beauty sees immense potential in expanding these popular offerings and developing new innovations under the Rhode new home banner.
The $1 billion deal reflects the strong performance of Rhode, which reported $212 million in net sales for the year ending March 2025. This rapid growth, achieved with a curated selection of just ten core products, underscores Rhode’s market impact. Elf Beauty’s investment demonstrates confidence in Rhode’s sustained trajectory and its ability to capture a significant share of the beauty market.