Yesterday, there was beauty that broke the internet: e.l.f. Beauty is officially acquiring Hailey Bieber’s beauty brand Rhode - via a jaw-dropping $1 billion deal. Yes, one billion. Within beauty circles there's long been whispers of Rhode’s industry-shaking potential. Hailey’s impressive influence as a tastemaker across skincare and make-up had catapulted Rhode into cult status practically overnight - it was only founded in 2022, after all. Our beauty writer, Sameeha Shaikh, has tried each and every Rhode product, and confirms it's a brand worth its salt - she swears by its efficacious formulas and Insta-feed-worthy packaging. And who could forget the lip balm phone case that reached viral status?
For beauty giant e.l.f. Beauty? The move to acquire Rhode makes perfect sense. e.l.f already owns Keys Soulcare and Naturium, and of course, their eponymous e.l.f. Cosmetics which is known for its affordability. The cultural clout of Rhode combined with e.l.f's impressive business acumen? A beauty match made in heaven.
Of the acquisition, Bieber took to Instagram to issue a statement:
'I launched @rhode in 2022, I always had big dreams for the company, and the most important thing to me is to keep bringing rhode to more spaces, places, and faces globally. So today I am so incredibly excited and proud to announce that we are partnering with e.l.f. Beauty as we step into this next chapter in the world of rhode. I found a like-minded disruptor with a vision to be a different kind of company that believes in big ideas and innovation in the same way that I do and will help us continue to grow the brand. I feel invigorated, excited and more ready than ever to step into an even bigger role as Chief Creative Officer, and Head of Innovation of rhode as well as strategic advisor to e.l.f. Beauty. Thank you to the amazing rhode team who have helped me build over the years. I couldn’t have done it without all of you. And to our rhode community, thank you for being the most supportive and for being on this journey, this next chapter is going to be even more incredible together!'
Grazia beauty panellist and skincare expert Michaella Bolder reveals she isn't surprised by Rhode's success.
'Rhode has done a really good job at creating a cool and engaging beauty line, so it makes sense it would be bought at its peak. Developed by such a famous face it was easy to capture a big audience eager to be a part of the trend and trial the range. And of course, it's a range that's vegan, cruelty free, with results driven ingredients. The Glazing Milk is a personal favourite - it soaks in effortlessly giving my skin an instant hydration boost ahead of applying my serum.'
Bieber's plans to remain at the heart of Rhode are clear, with fellow make-up maven Gucci Westman among the first to share her congratulations. What's next for Rhode? Watch this space...
FAQs
Has Rhode Been Sold To ELF?
Yes, on the 28th of May 2025 it was announced that E.l.f. had acquired Hailey Bieber’s Rhode for 3 billion dollars.
Does Hailey Bieber still own Rhode?
While e.l.f now own Rhode, Hailey will take on the position of Chief Creative Officer and Head of Innovation.
Is Hailey Bieber the CEO of Rhode?
e.l.f. Beauty Chairman and CEO Tarang Amin is likely to be Rhode's official CEO now, while Hailey Bieber will continue as founder. She will also take on the position of Chief Creative Officer and Head of Innovation.
Rachael Martin is Grazia’s Beauty Editor. Originally from Northern Ireland, she studied English Literature at Queen’s University Belfast, before moving to London to pursue a career in magazine journalism. After interning at Stylist and Harper’s Bazaar she dipped her toes into the world of beauty writing and never looked back. Follow her on Instagram @rachael.alice.martin
Main image credit: Instagram @HaileyBieber