E.l.f. Buys Hailey Bieber's Rhode for $800 Million: A Gen Z Power Play

E.l.f. Beauty Acquires Hailey Bieber's Rhode Skin-Care Brand in $800 Million Deal E.l.f. Beauty, a popular cosmetics company, has acquired Rhode, the skin-care and cosmetics line founded by Hailey Bieber, in a deal valued at $800 million. The acquisition, announced on May 29th, 2025, includes a combination of cash and stock, with the potential for an additional $200 million based on future performance. This strategic move allows e.l.f. to expand its product offerings and diversify its manufacturing base, currently heavily reliant on China. "The deal unites two brands that are particularly popular with Gen Z," said Julia Munslow, WSJ editor, in a video report. The acquisition also addresses e.l.f.'s reliance on Chinese manufacturing, as Rhode's suppliers are located in Europe, the U.S., and other parts of Asia. Bieber will remain involved as a strategic advisor and chief creative officer for Rhode. The acquisition signifies a major step for both brands, strengthening e.l.f.'s market position and providing Rhode with access to broader distribution channels. The deal highlights the growing trend of strategic acquisitions in the beauty industry and the increasing importance of supply chain diversification for global companies.