Hailey Bieber just pulled off one of the biggest boss moves in celebrity beauty. Her skincare line, Rhode, has officially been acquired by e.l.f. Beauty in a deal worth a jaw-dropping $1 billion.
Let’s break it down: e.l.f. Beauty is paying $800 million up front, with $600 million in cash and $200 million in stock. On top of that, there’s another $200 million on the table if Rhode hits certain performance goals over the next few years. Hailey didn’t just start a cute skincare brand. She built a billion-dollar empire in just three years.
Rhode, which launched in 2022, made waves with its minimalist packaging and clean-girl aesthetic. The brand’s viral products, like the Peptide Lip Treatment and Glazing Fluid, became instant sellouts. It raked in over $200 million in net sales in the last fiscal year alone. Now, with e.l.f. Beauty backing it, the brand is set to go even bigger.
But Hailey’s not stepping back, she’s stepping all the way up. She’ll stay on as Chief Creative Officer and Head of Innovation for Rhode, while also becoming a strategic advisor at e.l.f. Beauty. That means she’s still running the show creatively and helping guide the bigger beauty brand’s next wave.
This is the biggest deal in e.l.f. Beauty’s history and it follows their $355 million acquisition of Naturium in 2023. Rhode brings the cool, curated aesthetic, while e.l.f. brings the resources and reach. Together? They’re about to shake up the entire skincare game.
From Instagram tutorials to billion-dollar negotiations, Hailey Bieber just proved she’s not only influencing beauty. She’s redefining what it looks like to win in the industry. And from the looks of it, this is only the beginning.
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