ALBAWABA – Hailey Bieber secures a game-changing acquisition for her Rhode skincare line.
Kim Kardashian’s $4M ring heist ends in verdict — but one walks freeHailey Bieber’s Rhode skincare line has been acquired by the cosmetic giant e.l.f. Beauty in a landmark deal valued at approximately one billion dollars, as reported by The Independent. This milestone follows just three years since Rhode’s launch.
Launched in June 2022, Rhode, with its minimalist skincare approach, has quickly become one of the most celebrated brands in the beauty industry. The collection includes popular items like skin-glazing milk, peptide-infused lip treatments, and viral pocket blushes.
Notably, the brand also features an innovative phone case that doubles as a lip tint holder, appealing particularly to Gen Z consumers.
-
Follow Hailey Bieber on Instagram
As reported, e.l.f. has agreed to pay an initial $800 million, with an additional $200 million contingent on the brand’s performance over the next three years.
Despite the acquisition, 28-year-old Bieber will maintain her role as Rhode’s founder while also stepping in as chief creative officer and head of innovation. She will also act as a strategic advisor across the newly formed entity.
“I’ve always envisioned big things for my brand,” Bieber stated on Instagram about the acquisition. “I’m thrilled to partner with a fellow innovator who shares my passion for bold ideas.”
Tarang Amin, CEO of e.l.f. Beauty, described Rhode as “one of the most exquisite brands I’ve encountered.” He emphasized that this acquisition is a pivotal step in expanding their presence in the luxury skincare market.
Since launching with just five products, Rhode has adhered to a “less is more” philosophy that has deeply resonated with consumers. Heightened by Justin Bieber’s celebrity status and insightful product design, the brand has frequently sold out, despite its limited offering.
This acquisition places Rhode among the few celebrity-driven beauty brands to achieve noticeable growth. Under the guidance of e.l.f., it’s expected to broaden its reach while preserving its sleek and modern aesthetic.
