Here’s what the buzzy acquisition means for the skincare world, and your shelf.
Fez – In a move that’s shaking up the beauty industry (again), e.l.f. Beauty has announced it’s acquiring “rhode,” the skin-first brand launched by none other than Hailey Bieber.
The billion-dollar deal cements e.l.f.’s reputation for spotting the next big thing and running with it.
This time, they’re not just running, they’re glazing.
Let’s break down the glow-up: The acquisition is valued at $1 billion, with $800 million on the table at closing (a mix of cash and stock), and an extra $200 million up for grabs depending on how rhode performs over the next three years.
If that sounds ambitious, it’s because it is, but so is Hailey’s brand.
Founded on her personal mantra of “one of everything really good,” rhode has become a go-to for skincare lovers who like their routines minimal, effective, and, yes, Instagrammable.
From its now-iconic Peptide Lip Treatment to its sleek packaging and signature glazed aesthetic, rhode’s success isn’t just about pretty products, it’s about smart strategy.
And it’s working. The brand pulled in $212 million in net sales in just 12 months, more than doubling its customer base.
Right now, Rhode is exclusively online at rhodeskin.com, but that’s about to change: the brand is prepping for a splashy debut at Sephora stores in North America and the UK.
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Hailey isn’t going anywhere. She’s not just staying on as founder, she’s now also Chief Creative Officer and Head of Innovation, guiding product development and the brand’s overall aesthetic.
She’ll also play a strategic role within the broader e.l.f. ecosystem. Not bad for someone who launched Rhode only three years ago.
e.l.f. Beauty, for its part, has been on a tear. They’ve already made moves in skincare with e.l.f. SKIN and the Naturium acquisition last year.
Now, with rhode in the mix, they’re stepping firmly into the prestige beauty space and getting a seat at the Sephora table. That’s a huge win.
What makes this acquisition special is that it doesn’t feel like a takeover. The original rhode team, Hailey, along with Co-Founders Michael D. Ratner and Lauren Ratner, plus CEO Nick Vlahos, will keep running the show out of Los Angeles, holding onto the brand’s creative spirit and start-up energy.
Bottom line? This is more than a business deal, it’s a major moment for Gen Z beauty.
And it could redefine how legacy players and celebrity-founded brands team up to shape the future of skincare. More important perhaps, it means more glazed goods on our shelves; we’re absolutely here for it.
