e.l.f. Beauty has secured a landmark deal to purchase Hailey Bieber’s viral makeup brand Rhode for $800 million in cash and stock, with potential payouts reaching $1 billion based on future performance.
The 28-year-old model, who launched the skincare and cosmetics line in 2022, will retain her role as chief creative officer while current executives continue day-to-day operations.
Rhode’s pocket blushes and peptide lip treatments became TikTok sensations, driving $200 million in net sales over the past year. The acquisition accelerates plans for Sephora placements across the US and UK, with e.l.f. CEO Tarang Amin predicting “rocketship growth” for the brand. Bieber celebrated the partnership on Instagram, calling it the “next chapter” to reach more consumers globally.
This deal places Bieber among elite celebrity entrepreneurs like Rihanna (Fenty Beauty, $3B valuation) and Kylie Jenner (Kylie Cosmetics, $600M Coty deal). It comes as Nielsen IQ reports celebrity beauty brands collectively surpassed $1 billion in 2023 sales. Rhode’s rapid success surprised even its founder, who told Vogue the brand “exceeded wildest dreams” before the acquisition announcement.
On the other hand, transaction marks a strategic move for budget-friendly e.l.f. Beauty to capture the premium market. Analysts note Rhode’s minimalist aesthetic and “skinimalism” focus complements e.l.f.’s mass-appeal products. With Bieber’s 58M Instagram followers and the Baldwin family’s entertainment industry connections, the brand is positioned for amplified visibility through celebrity networks.
