Hailey Bieber will continue to serve as the chief creative officer while selling her beauty brand Rhode to e. f. Beauty in a massive $1 billion deal.
Hailey Bieber is selling her beauty and skincare brand Rhode to e.l.f. Beauty in a deal worth up to $1billion (£740million). Announced on Wednesday, May 28, the acquisition marks one of the most high-profile beauty deals in recent years, according to Vogue Business.
In a press release announcing the acquisition, e.l.f. Beauty shared the deal includes $800 million in cash and stock at closing, plus a “potential earnout consideration of $200 million based on the future growth of the brand” over three years. The deal is expected to close in the second fiscal quarter of 2026, pending approvals.
Bieber’s role as founder will remain as she grows in her capacity as Rhode’s chief creative officer and head of innovation, overseeing creative, product innovation, and marketing. She will also serve as a new strategic advisor to the combined businesses.
READ MORE: What does Elf buying Rhode mean for us in the UK? A beauty editor takes a deep dive
Bieber confirms that she has been looking for the ideal partner for her heirloom brand in an interview with Vogue Business. Finding a home for Rhode was a very scary endeavor, but when I met the Elf Beauty team, I could tell they had a strong sense of community, which made me feel good about the Rhode community.
Bieber praised e. l. f.’s disruptive approach to the beauty industry. She told Vogue, “Elf Beauty’s partnership offering was different than I could have gone to a table of suits (referring to brand suitors). According to E. l. f. Chairman and CEO, Tarang Amin found a “like-minded disruptor in Rhode.”
E. l. f. Beauty has long been regarded as a “dupe” brand but has gained a strong foothold in the beauty sector thanks to its consistent high quality and consistent low rollout of innovative products. According to Business of Fashion, E. l. f.’s sales have increased for 25 consecutive quarters.
Due in large part to its high-tech yet affordable skincare formulas and Bieber’s consistent online promotion, Rhode has grown quickly since its founding in 2022. The company generated $ 212 million (£157 million) in net sales from a limited number of products in its most recent fiscal year that ended in March 2025.
Rhode’s success stands as a marked success in the landscape of failed celebrity beauty brands. News of the acquisition also comes after Rhode’s recent announcement that it will launch in Sephora UK by the end of the year and in Sephora Canada and US as early as the fall.
The news comes in addition to Rhode’s recent March launch of new pocket blushes. The Mirror’s beauty team and customers raved about Rose’s pocket blushes when they were released last year.
Source: Mirror
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