Cosmetics model e.l.f. (eyes, lips, face) is buying Hailey Bieber’s Rhode, the skincare model the mannequin and entrepreneur launched in 2022. The deal is value $1 billion, in keeping with a press launch.
“We will not wait to deliver Rhode to extra faces, locations, and areas. From day one, my imaginative and prescient for Rhode has been to make important skincare and hybrid make-up you need to use day-after-day,” Bieber, 28, mentioned in an announcement. “Simply three years into this journey, our partnership with e.l.f. Magnificence marks an unbelievable alternative to raise and speed up our capability to achieve extra of our group with much more modern merchandise and widen our distribution globally.”
Associated: Meet the Dermatologist Behind Rhode, Hailey Bieber’s Hit Pores and skin Care Model
Rhode sells a number of skincare merchandise (toner, moisturizer, lip peptide gloss) with the aim of constructing “one in all all the pieces actually good.” She teamed up with BeautyStat entrepreneur and chemist Ron Robinson and dermatologist Dr. Dhaval Bhanusali to assist with the formulations.
“E.l.f. Magnificence discovered a like-minded disruptor in Rhode,” mentioned e.l.f. Chairman and CEO Tarang Amin, in an announcement. “Rhode additional diversifies our portfolio with a fast-growing model that makes the perfect of status accessible. We’re excited by Rhode’s capability to interrupt magnificence obstacles, totally aligning with e.l.f. Magnificence’s imaginative and prescient to create a unique form of firm.”
“Rhode is a fantastic model that we imagine is prepared for rocketship progress,” Amin added.
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Rhode reported $212 million in web gross sales within the 12 months ended March 31, 2025, and plans to launch in Sephora all through North America and the U.Ok. earlier than the tip of the yr, in keeping with the assertion.
Bieber mentioned she is getting into an “expanded position of Chief Artistic Officer and Head of Innovation.”
Rhode was the No. 1 skincare model in Earned Media Worth in 2024, representing 367% year-over-year EMV progress, in keeping with the discharge.
E.l.f. Cosmetics was based in 2004 (initially all the pieces was solely $1!) and has reported 23 straight quarters of progress.
The sale has been accredited by the e.l.f. Magnificence Board of Administrators, in keeping with the discharge.
Cosmetics model e.l.f. (eyes, lips, face) is buying Hailey Bieber’s Rhode, the skincare model the mannequin and entrepreneur launched in 2022. The deal is value $1 billion, in keeping with a press launch.
“We will not wait to deliver Rhode to extra faces, locations, and areas. From day one, my imaginative and prescient for Rhode has been to make important skincare and hybrid make-up you need to use day-after-day,” Bieber, 28, mentioned in an announcement. “Simply three years into this journey, our partnership with e.l.f. Magnificence marks an unbelievable alternative to raise and speed up our capability to achieve extra of our group with much more modern merchandise and widen our distribution globally.”
Associated: Meet the Dermatologist Behind Rhode, Hailey Bieber’s Hit Pores and skin Care Model
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