In 2022, when Hailey Bieber launched Rhode the announcement was met with a lot of eye rolls from the beauty insiders who were quick to label it as “just another celebrity-owned beauty brand.” While many assumed that the brand would fade into obscurity following an initial hype, Bieber had other plans. In just three short years, Rhode has evolved into a beauty leader selling out $212 million worth of products in its last fiscal year which ended in March 2025. With its viral lip peptides and the matching phone cases that hold them, Rhode has become a staple in the lives of the “cool girls.”
It came as no surprise then when the news broke out last week that the brand is set to be housed by Sephora. But that’s not all; Bieber has now sold Rhode to E.L.F. in a $1 billion deal.
E.L.F.—an abbreviation for eyes, lips, and face—is acquiring the company for $800 million in cash and stock, with an additional $200 million potentially payable based on future sales performance. The transaction is anticipated to be finalized later this year. Bieber, who will remain on board as chief creative officer, described the deal on social media as the brand’s “next chapter.” Other co-founders and current leaders will continue managing the business following the acquisition. In an official statement, she said, “Our collaboration with E.L.F. Beauty presents a fantastic chance to enhance and speed up our efforts to connect with a larger audience by offering innovative products and expanding our global reach.”
“E.L.F. Beauty found a like-minded disruptor in Rhode,” said E.L.F. chairman and CEO Tarang Amin in a press statement. “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 beautiful brand that we believe is ready for rocketship growth.”
So what does this “next chapter” of Rhode hold? Well, time will tell.
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