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E.l.f. Beauty has acquired Hailey Bieber’s Rhode in a $1 billion deal. Since its founding in 2022, Rhode has emerged as a leader in the crowded celebrity beauty landscape with on-trend milky serums and viral lip glosses and phone cases. E.l.f. Beauty owns the affordable beauty brand E.l.f., as well as Alicia Keys’s Keys Soulcare brand and Susan Yara’s Naturium, acquired in 2023. It announced the acquisition ahead of its fourth quarter 2025 earnings call.
Bieber will remain on as the brand’s chief creative officer and head of innovation. Rhode’s co-founders Michael D. Ratner and Lauren Ratner and CEO Nick Vlahos will also retain their positions and remain based in Los Angeles. According to Bieber, the acquisition will expand Rhode’s international distribution. The brand entered Canada in 2023.
“We can’t wait to bring rhode to more faces, places, and spaces. From day one, my vision for rhode has been to make essential skin care and hybrid makeup you can use every day,” said Bieber in a press release. “Just three years into this journey, our partnership with E.l.f. Beauty marks an incredible opportunity to elevate and accelerate our ability to reach more of our community with even more innovative products and widen our distribution globally.”
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