Outlook Business Desk
Founded by Hailey Bieber in 2022, Rhode is a simple skincare brand that became very popular. Known for its clean products and social media buzz, it’s now being bought in a big $1 billion beauty deal.
The acquisition includes $800 million in cash, $200 million in e.l.f. stock, and an additional $200 million contingent on Rhode’s performance over the next three years.
Launched in 2022, Rhode achieved $212 million in net sales by March 2025, with a minimal product lineup and strong social media influence as per multiple media reports.
Post-acquisition, Hailey Bieber will remain as Rhode’s Chief Creative Officer and Head of Innovation, also serving as a strategic advisor to e.l.f. Beauty.
E.l.f. sees Rhode as a fast-growing, influencer-backed brand with strong appeal among young consumers. By acquiring Rhode, e.l.f. aims to enter the prestige skincare market and boost its global presence amid slowing growth and tariff challenges.
E.l.f. beat Wall Street estimates with Q4 revenue of $333 million and earnings per share of 78 cents. Net income nearly doubled compared to last year, but concerns remain as growth slows alongside tariff mayhem
This deal will help e.l.f. Beauty and Rhode grow faster, create new products and become more popular around the world in the skincare market.