“`html
E.l.f. Cosmetics to Acquire hailey Bieber’s Rhode for $1 Billion
Table of Contents
The acquisition aims to broaden Rhode’s market presence and accelerate its innovative product development.
E.l.f. (eyes, lips, face) Cosmetics is poised to acquire Rhode, the skincare line established by Hailey Bieber in 2022. According to a press release, the transaction is valued at $1 billion.
“We can’t wait to bring Rhode to more faces, places, and spaces. From day one, my vision for Rhode has been to make essential skin care and hybrid makeup you can use every day,” said Bieber, 28, in a statement. “Just three years into this journey, our partnership with e.l.f. Beauty marks an remarkable possibility to elevate and accelerate our ability to reach more of our community with even more innovative products and widen our distribution globally.”
rhode offers a curated range of skincare essentials, including toner, moisturizer, and lip peptide gloss, with a focus on delivering high-quality products. Bieber collaborated with BeautyStat entrepreneur and chemist ron robinson, as well as dermatologist dr.Dhaval Bhanusali, on the formulations.
Strategic Acquisition for Growth
According to e.l.f. Chairman and CEO Tarang Amin, “E.l.f. beauty found a like-minded disruptor in Rhode. Rhode further diversifies our portfolio with a fast-growing brand that makes the best of prestige accessible. We are excited by Rhode’s ability to break beauty barriers, fully aligning with e.l.f. Beauty’s vision to create a different kind of company.”
“Rhode is a stunning brand that we believe is ready for rocketship growth,”
Amin added that the company sees important potential for rhode’s expansion.
Rhode’s Extraordinary Performance
Rhode reported $212 million in net sales for the year ending March 31, 2025.The brand also plans to launch in Sephora stores across North America and the U.K.later this year, according to the statement.
Bieber will assume an “expanded role of Chief Creative Officer and Head of Innovation,” according to the release.
In 2024, Rhode was ranked as the No. 1 skincare brand in Earned Media Value, demonstrating a 367% year-over-year growth, according to the release.
E.l.f.Cosmetics, established in 2004, has experienced consistent growth, reporting 23 consecutive quarters of growth. The acquisition has been approved by the e.l.f. Beauty Board of Directors.
Frequently Asked Questions
- Why is E.l.f. Cosmetics acquiring Rhode?
- E.l.f. Cosmetics is acquiring Rhode to diversify its portfolio, expand its market reach, and leverage Rhode’s innovative approach to skincare.
- What role will Hailey Bieber play after the acquisition?
- Hailey Bieber will assume an expanded role as Chief Creative Officer and head of Innovation for Rhode.
- When will Rhode products be available in Sephora?
- Rhode plans to launch in Sephora stores across North America and the U.K. before the end of the year.
Sources
