Hailey Bieber’s rhode Beauty Joins Forces with e.l.f. in $1 Billion Deal, Marking a New Era for the Skincare Brand

Bieber celebrates a generous cash payout and a strategic partnership with e.l.f. Beauty to take rhode global, while continuing to lead innovation and creative vision.

Hailey Bieber is celebrating a landmark moment in her entrepreneurial journey as her beauty brand, rhode, is set to join forces with global cosmetics giant e.l.f. Beauty in a blockbuster $1 billion acquisition deal announced on May 28. The partnership promises to elevate rhode’s presence on the world stage, backed by the extensive resources and support of one of the industry’s most powerful players.

According to an insider close to the deal, Bieber didn’t have to chase down buyers — the opportunity came to her. “She’s incredibly excited about this new step,” the source shared. “She’s proud of how far rhode has come and truly believes teaming up with e.l.f. will help take the brand to the next level. The resources and support they’re bringing to the table are everything she’s been hoping for.”

The deal also included a generous cash payout for Bieber, marking a rewarding milestone for the 28-year-old founder whose brand has rapidly grown into a skincare powerhouse since its launch in 2022.

A Vision Realized and a New Chapter Ahead

rhode’s ascent has been meteoric. The brand, known for its essential skincare and hybrid makeup products, was named the No. 1 skincare brand in Earned Media Value in 2024, boasting a remarkable 367% year-over-year growth. With popular products such as the Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment, rhode has struck a chord with consumers seeking effective, everyday beauty solutions.

In a statement, Bieber expressed enthusiasm for the deal and the new opportunities it opens up. “From day one, my vision for rhode has been to make essential skincare and hybrid makeup you can use every day,” she said. “Just three years into this journey, our partnership with e.l.f. Beauty marks an incredible opportunity to elevate and accelerate our ability to reach more of our community with even more innovative products and widen our distribution globally.”

Bieber will maintain a central role in the brand’s future as rhode’s founder, chief creative officer, and head of innovation. She will oversee creative direction, product innovation, and marketing, while also serving as a strategic advisor to both companies. This ensures her vision remains at the heart of the brand’s evolution.

Celebrating Success in Style

Following the announcement, Bieber was seen stepping out for a celebratory dinner in Los Angeles, dressed elegantly in a Saint Laurent black strapless mini dress paired with black slingback pumps and signature sunglasses — a fitting look for a woman marking such a monumental achievement.

Reflecting on the journey, Bieber shared with Allure, “When you’re launching a brand, you’re just so focused on what’s right in front of you at the time. And of course, you always have really big dreams and really big goals for it. This is definitely one of those things being realized. I could have never anticipated that it would happen at this exact time.”

She also revealed that when choosing e.l.f. as a partner, “Vibes matter!” — a testament to the alignment she feels with the company’s culture and vision.

A Collaborative Future

Bieber also acknowledged the vital role of rhode’s co-founders Michael D. Ratner and Lauren Ratner, praising them for helping bring her vision to life. Together with e.l.f., the team looks forward to charting an exciting new chapter for rhode, taking the brand to “more faces, places, and spaces” around the globe.

As the beauty world watches eagerly, Hailey Bieber’s rhode stands poised to redefine accessible luxury skincare and makeup — backed by billion-dollar ambition and unwavering creative leadership.