Cosmetics model e.l.f. (eyes, lips, face) is buying Hailey Bieber’s Rhode, the skincare model the mannequin and entrepreneur launched in 2022. The deal is value $1 billion, based on a press launch.
“We will not wait to carry Rhode to extra faces, locations, and areas. From day one, my imaginative and prescient for Rhode has been to make important skincare and hybrid make-up you should utilize day-after-day,” Bieber, 28, mentioned in an announcement. “Simply three years into this journey, our partnership with e.l.f. Magnificence marks an unimaginable alternative to raise and speed up our means to succeed in extra of our neighborhood with much more modern merchandise and widen our distribution globally.”
Associated: Meet the Dermatologist Behind Rhode, Hailey Bieber’s Hit Pores and skin Care Model
Rhode sells a choice of skincare merchandise (toner, moisturizer, lip peptide gloss) with the objective of creating “one in every of the whole lot actually good.” She teamed up with BeautyStat entrepreneur and chemist Ron Robinson and dermatologist Dr. Dhaval Bhanusali to assist with the formulations.
“E.l.f. Magnificence discovered a like-minded disruptor in Rhode,” mentioned e.l.f. Chairman and CEO Tarang Amin, in an announcement. “Rhode additional diversifies our portfolio with a fast-growing model that makes the very best of status accessible. We’re excited by Rhode’s means to interrupt magnificence boundaries, totally aligning with e.l.f. Magnificence’s imaginative and prescient to create a distinct sort of firm.”
“Rhode is a stupendous model that we consider is prepared for rocketship development,” Amin added.
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Rhode reported $212 million in internet gross sales within the 12 months ended March 31, 2025, and plans to launch in Sephora all through North America and the U.Okay. earlier than the tip of the 12 months, based on the assertion.
Bieber mentioned she is entering into an “expanded function of Chief Inventive Officer and Head of Innovation.”
Rhode was the No. 1 skincare model in Earned Media Worth in 2024, representing 367% year-over-year EMV development, based on the discharge.
E.l.f. Cosmetics was based in 2004 (initially the whole lot was solely $1!) and has reported 23 straight quarters of development.
The sale has been authorised by the e.l.f. Magnificence Board of Administrators, based on the discharge.
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Cosmetics model e.l.f. (eyes, lips, face) is buying Hailey Bieber’s Rhode, the skincare model the mannequin and entrepreneur launched in 2022. The deal is value $1 billion, based on a press launch.
“We will not wait to carry Rhode to extra faces, locations, and areas. From day one, my imaginative and prescient for Rhode has been to make important skincare and hybrid make-up you should utilize day-after-day,” Bieber, 28, mentioned in an announcement. “Simply three years into this journey, our partnership with e.l.f. Magnificence marks an unimaginable alternative to raise and speed up our means to succeed in extra of our neighborhood with much more modern merchandise and widen our distribution globally.”
Associated: Meet the Dermatologist Behind Rhode, Hailey Bieber’s Hit Pores and skin Care Model
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