Hailey Bieber Sells Rhode to Elf for $I Billion!

If you are part of Gen-Z and a makeup enthusiast, I’m sure you have heard of or used Rhode beauty by Hailey Bieber. Launched in 2022, Rhode has become one of the most popular makeup brands among today’s generation.

In a recent post by Hailey Bieber, it was announced that e.l.f. Beauty is acquiring Rhode for approximately $1 billion, providing the budget cosmetic retailer with access to a celebrity-endorsed product line.

A Brand that Stood Out

Rhode gained a cult status quite quickly after its launch in 2022. It became widely popular not just among the Gen Z but also the millennials who couldn’t get enough of the sleek packaging and simple-but-effective formulas.

Products like the Peptide Lip Treatment and Barrier Restore Cream flew off shelves and across social media, making Rhode a favourite overnight.

Over time, Hailey proved she was more than just a pretty face. Rhode was her baby, named after her middle name (Hailey Rhode Bieber)—and it was deeply personal. In interviews, she often spoke about her vision for accessible, high-performance skincare that felt luxurious but was still affordable.

So, Why did She Sell It?

The deal between Rhode and e.l.f. came as a surprise to those in the beauty industry and otherwise. In a joint statement, Hailey and e.l.f. described the move as a “strategic partnership.”

“This is about scaling the brand and reaching more people,” Hailey said. “I’m incredibly proud of what we’ve built, and now with e.l.f.’s resources and expertise, we can take Rhode to the next level.”

But it Makes Prefect Sense

For e.l.f. Beauty, the acquisition makes perfect sense. The beauty company has a reputation for socially aware marketing and exciting product drops. Pairing that with Rhode’s already-loyal following and Hailey’s un-wavering influence seems like a match straight out of dreams.

Industry analysts are calling the acquisition one of the most notable beauty deals in recent years. Not only does it cements Hailey as a serious entrepreneur, but also shows that celebrity-founded brands aren’t just about big names, they’re building real equity.

And this is not going unnoticed.

Rhode is Not Going Anywhere!

Simply put, Rhode isn’t going anywhere. Hailey will remain creatively involved, and e.l.f. says it will keep the brand’s identity intact. Sigh of relief!

If anything, you can expect wider availability, global expansion, and possibly some exciting new product drops. In fact, as Hailey said in her Instagram post, “This is only the beginning.”

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