Hailey Bieber's Rhode Sells for $1 Billion: A Beauty Empire's Meteoric Rise

Hailey Bieber's Rhode Beauty Brand Sold for $1 Billion to e.l.f. Beauty NEW YORK, NY – May 29, 2025 – In a surprising move that sent ripples through the beauty industry, Hailey Bieber's renowned beauty brand, Rhode, has been acquired by e.l.f. Beauty for a whopping $1 billion. The deal marks a significant milestone for the relatively young brand, which launched only three years ago in 2022. Despite its short lifespan, Rhode has already demonstrated impressive financial success, generating $212 million in net sales during its last fiscal year. "Rhode has a powerful engagement model," stated a representative from e.l.f. Beauty, emphasizing the brand's strong social media presence and dedicated fanbase. This devoted following often results in long lines at Rhode pop-up shops and frequent sell-outs of online products. The acquisition also includes plans to expand Rhode's distribution through Sephora in North America and the UK. This acquisition not only highlights Rhode’s remarkable growth but also demonstrates e.l.f. Beauty's strategic vision to expand its portfolio with high-demand brands. The deal is expected to significantly boost e.l.f.'s market share and position it for future growth in the competitive beauty industry. The future looks bright for both brands as they navigate this exciting new chapter.