Hailey Bieber’s Rhode Joins Forces with E.l.f. in a Billion-Dollar Move
In just three years, Hailey Bieber’s skincare label, Rhode, has gone from a promising new name to a major player in the beauty world — and now, it’s officially part of the E.l.f. Beauty family.
The deal? A jaw-dropping $1 billion.
Rhode was launched in 2021, and it didn’t take long for it to capture attention. With a clean, minimal approach and products that actually deliver, the brand made waves. Lip treatments, glazed-skin serums, rich moisturizers — the lineup quickly became a favorite for skincare lovers who wanted effective formulas with a modern touch.
Now, with this new partnership, Hailey isn’t stepping back. In fact, she’s stepping up. Alongside her co-founders Michael D. Ratner and Lauren Ratner, Hailey will continue to shape the brand’s future — taking on the roles of Chief Creative Officer and Head of Innovation.
Her goal? To keep Rhode fresh, bold, and forward-thinking.
“This moment opens the door for Rhode to reach even more people,” Hailey shared, expressing her excitement for what’s ahead.
View this post on Instagram
The timing couldn’t be better. Rhode has been growing fast — including landing a spot at Sephora. Favorites like the Glazing Milk, Pocket Blush, and Barrier Butter are set to hit shelves in the U.S., U.K., and Canada before the end of 2025.
E.l.f. Beauty, known for its standout product lines and accessible price points, saw Rhode as a perfect match. According to E.l.f. CEO Tarang Amin, Rhode’s edge and momentum made it a brand worth investing in — calling it ready for “rocketship growth.”
It’s not just a business move. It’s a bold statement: two forces in beauty joining together to push boundaries and create something fresh.
And for Hailey? This marks another level in her journey — from model to mogul — with plenty more ahead.
