Hailey Bieber's Rhode Skincare Brand Sold to E.l.f. Beauty for $1 Billion: A New Chapter of Growth and Innovation
Hailey Bieber recently shared her excitement about the $1 billion sale of her skincare brand, Rhode, to E.l.f. Beauty. The acquisition took place just three years after Bieber launched the brand. In a conversation with The Wall Street Journal, Bieber discussed how the sale felt like the right move and the right fit for Rhode. The deal includes $800 million in cash and stock, with an additional $200 million contingent on Rhode's performance over the next three years. The sale is expected to be finalized later this year.
Despite the acquisition, Bieber will remain involved with Rhode as the founder, chief creative officer, and head of innovation. She will be responsible for overseeing creative direction, product innovation, and marketing for the brand. Additionally, Bieber will serve as a strategic advisor to both E.l.f. Beauty and Rhode, ensuring a smooth transition and continued growth for the brand.
Bieber took to Instagram in May to announce the sale, expressing her excitement and pride in partnering with E.l.f. Beauty. She highlighted the shared vision for innovation and growth, emphasizing her readiness to embark on this new chapter with the support of a like-minded partner. Rhode's success was evident in its $212 million in net sales during the last fiscal year, ending in March 2025.
In conclusion, Hailey Bieber's journey with Rhode has culminated in a significant milestone with the sale to E.l.f. Beauty. The partnership promises continued growth and innovation for the brand, with Bieber's ongoing involvement ensuring a seamless transition and exciting future for Rhode.