Billion-dollar acquisition of Hailey Bieber's cosmetics brand revealed.
Billion-Dollar Acquisition: Hailey Bieber's Rhode Skincare Brand Joins e.l.f. Beauty Portfolio
Hailey Bieber's Rhode skincare brand has made headlines after beauty conglomerate e.l.f. Beauty announced a historic $1 billion acquisition on Wednesday. Founded in 2022, Rhode swiftly amassed impressive sales of $212 million last year, positioning the brand as a coveted addition to e.l.f. Beauty's diversified portfolio.
The deal, valued at $1 billion, represents a significant leap for Bieber, propelling her into the upper echelons of entrepreneurship. Speaking about the acquisition, Bieber said, "We look forward to reaching more faces, places, and spaces with Rhode."
Rhode's success hinges on Bieber's vision to create "essential skincare and hybrid makeup for everyday use," paired with a minimalist aesthetic and keen focus on natural beauty. Co-founders Michael D. Ratner and Lauren Ratner have been instrumental in building the brand's reputation.
CEO Nick Vlahos views the acquisition as a strategic move, noting that Rhode's "rapidly growing beauty brand" aligns perfectly with the company's existing offerings, which include e.l.f. Cosmetics, e.l.f. SKIN, Keys Soulcare, and other successful lines. Rhode's products are set to launch at Sephora later this year.
Following the acquisition, Bieber will remain with the company, serving as Chief Creative Officer and Head of Innovation. In a statement, she expressed her excitement about expanding Rhode's mission and taking on an even bigger role within the company. On Instagram, she shared her thoughts, stating: "I feel empowered, inspired, and more ready than ever."
The success of Rhode corresponds with a broader trend, as celebrities increasingly leverage their massive reach for lucrative business ventures. Platforms such as Instagram and TikTok serves as direct lines of communication with fans, facilitating product marketing. Kim Kardashian's shapewear brand Skims, for example, has reached a staggering $4 billion valuation.
Upon the deal's completion in the early fiscal year 2026, Rhode is poised to become one of the most valuable celebrity-owned companies. With this acquisition, Rhode combines its innovative, minimalist product philosophy, strong social media community, and Bieber's creative leadership with e.l.f.'s extensive resources and retail networks to drive rapid growth and broader market penetration globally.
- The Commission has also been consulted on the draft budget regarding the historic $1 billion acquisition of Hailey Bieber's Rhode skincare brand.
- As Bieber's Rhode skincare brand joins e.l.f. Beauty's diversified portfolio, it demonstrates an intersection of lifestyle, fashion-and-beauty, and business.
- Bieber's new role as Chief Creative Officer and Head of Innovation for Rhode allows her to capitalize on the celebrity influence within the finance and pop-culture industries.
- The acquisition of Rhode by e.l.f. Beauty not only signifies a strategic move in the entertainment sector but also a shift in how entrepreneurs approach lifestyle, beauty, and business brands in the modern age.
