Hailey Bieber’s minimalist-chic skin brand has a new home. Late last night, e.l.f. Beauty confirmed it will scoop up Rhode in a cash-and-stock package that could hit the US $1 billion mark—about $600 million in cash, $200 million in e.l.f. shares, and up to $200 million in earn-outs if Rhode keeps over-performing.
The three-year-old label—named after Hailey’s middle name—has been printing cult favourites with its Peptide Lip Treatment and Barrier Restore Cream, racking up $212 million in net sales over the past 12 months while selling only online. Now, that “glazed” aesthetic is heading for bricks-and-mortar: e.l.f. plans to fast-track Rhode into Sephora aisles in the US and UK before 2025 is out.
Bieber, 28, isn’t stepping away. She’ll stay on as Chief Creative Officer and Head of Innovation, and will advise across e.l.f.’s growing portfolio (it snapped up Naturium last year). Translation: expect more sugar-glossy launches—with mass-market pricing power behind them—rolling out at warp speed.
For e.l.f., best known for viral “dupe” palettes under Dhs 35, Rhode offers premium positioning plus a rabid TikTok fan base—an easy way to keep its newly minted billion-dollar-sales club status humming.
The era of celebrity skin-care fatigue just got a jolt of fresh gloss—and Hailey Bieber joins Kylie Jenner and Selena Gomez in the coveted billion-dollar-beauty circle. Your next Peptide Lip Treatment may land in a Sephora basket instead of your browser, but the glazed-donut glow is sticking around.
