Hailey Bieber’s skincare line, Rhode, just secured its most glamorous milestone yet — joining the billion-dollar club. On Wednesday, beauty giant e.l.f. Beauty announced it’s acquiring Rhode for a stunning $1 billion, proving that Bieber’s dewy vision and glazed-donut skin obsession have not only won over fans, but the skincare industry at large.
The three-year-old brand, beloved for its minimalist packaging, peptide-packed serums, and cult-favorite lip treatments, will officially join the e.l.f. Beauty family, which is already home to affordable faves like e.l.f. Cosmetics, Naturium, and Well People.
But don’t worry: Hailey isn’t going anywhere.
In fact, she’s doubling down. As part of the deal, Bieber will continue as Founder and step into a new expanded role as Chief Creative Officer and Head of Innovation, according to a press release. She’ll lead the brand’s creative direction, product innovation, and marketing strategy, while also serving as a strategic advisor to the combined companies. Translation: Hailey’s still calling the shots — and adding a major business title to her already stacked resume.
“This partnership with e.l.f. marks an incredible opportunity to elevate and accelerate our ability to reach more of our community,” Bieber said in a statement. “From day one, my vision for Rhode has been to make essential skincare and hybrid makeup you can use every day. I’m so proud of how far we’ve come — and this is just the beginning.”
According to e.l.f., the acquisition is split into $800 million paid upfront (via cash and stock), with an additional $200 million up for grabs if Rhode hits key growth milestones in the next three years. Given the brand’s trajectory, that bonus is looking like a strong possibility: Rhode was named the #1 skincare brand in Earned Media Value in 2024, with a jaw-dropping 367% year-over-year growth.
e.l.f. Beauty CEO Tarang Amin couldn’t be more hyped. “We found a like-minded disruptor in Rhode,” Amin said. “It’s a fast-growing brand that makes the best of prestige accessible. Rhode is a beautiful brand that we believe is ready for rocketship growth.”
The partnership also comes as Rhode expands its retail footprint. After launching direct-to-consumer in 2022, the brand is set to roll out at Sephora stores in the U.S., Canada, and the U.K. by the end of 2025, as reported by the Business of Fashion. This means the glazed-skin era will be in beauty aisles everywhere.
Hailey’s journey with Rhode has always been about inclusivity and simplicity. “I wanted it to be accessible and attainable for everyone,” she told PEOPLE back at the brand’s launch. Starting with just three products (the Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment), Rhode has since expanded into blush, lip liners, and its now-signature “glazed” aesthetic, blending skincare with subtle, everyday makeup.
Reflecting on the whirlwind growth, Bieber told Allure, “When you’re launching a brand, you’re just so focused on what’s right in front of you… I could have never anticipated that it would happen at this exact time.” As for her decision to partner with e.l.f.? “Vibes matter,” she said.
Clearly, the vibes were right. From niche startup to billion-dollar beauty empire, Rhode’s journey is proof that good skin (and good branding) can go a long way.
We think this $1-billion glow-up is a sign to shop some of Rhode’s glaze-achieving products. Check out our favorites below:
Rhode Glazing Milk
Think of this as your skin’s daily drink of water — but make it silky. Rhode’s Glazing Milk is a hydrating serum with a dreamy milky texture that delivers instant glow without the grease. It’s powered by a ceramide trio to support your skin barrier, beta-glucan to soothe, and a cocktail of minerals to fight free radicals. Pat it on in the morning for that Hailey-approved, “I woke up like this” sheen.
Price: $32
Rhode Peptide Lip Treatment
The product that started it all — and totally broke the internet. This lip treatment is thick, glossy, and packed with peptides, shea butter, and cupuaçu to hydrate and smooth lips while giving them a plush, glazed finish. Choose from mouthwatering scents like Vanilla, Watermelon Slice, and Salted Caramel, or go classic with Unscented. Bonus: it fits in the Rhode phone case like the true essential it is.
Price: $18
Rhode Pocket Blush
Blush, but make it Rhode-core. This creamy swipe-and-go blush gives cheeks a natural flush that’s fresh, dewy, and buildable. With nine flattering shades (hello, Spicy Marg!), it’s perfect for every skin tone. Dab it on your cheeks, nose, or even lips: it’s your summer glow in a pocket-sized tube.
Price: $24
Rhode Pineapple Refresh Daily Cleanser
Start your skincare with a tropical twist. Pineapple Refresh is a balm-to-foam cleanser that melts away dirt and dullness while keeping skin soft and juicy. Pineapple enzyme gently exfoliates, while green tea and polyglutamic acid hydrate and brighten. It’s like a mini facial every time you wash your face.
Price: $30
Rhode Peptide Lip Shape
Meet the lip liner of your glazed dreams. Peptide Lip Shape delivers creamy, sculpting color in 11 wearable shades that hug your lips and add just the right amount of oomph. Infused with the same skincare-loving peptides as the OG lip treatment, this crayon glides on effortlessly — no skipping, no dragging, just smooth, pillowy perfection.
Price: $24
The post Hailey Bieber’s Rhode Just Got a Billion-Dollar Glow-Up — e.l.f. Acquires the Brand in Major Power Move appeared first on The Real Deal by RetailMeNot.
