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 price $1 billion, based on a press launch.
“We won’t 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 a press release. “Simply three years into this journey, our partnership with e.l.f. Magnificence marks an unbelievable alternative to raise and speed up our capability to succeed in extra of our neighborhood with much more revolutionary merchandise and widen our distribution globally.”
Associated: Meet the Dermatologist Behind Rhode, Hailey Bieber’s Hit Pores and skin Care Model
Rhode sells a collection of skincare merchandise (toner, moisturizer, lip peptide gloss) with the objective of creating “one in every of all the things 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 a press release. “Rhode additional diversifies our portfolio with a fast-growing model that makes the most effective of status accessible. We’re excited by Rhode’s capability to interrupt magnificence obstacles, absolutely aligning with e.l.f. Magnificence’s imaginative and prescient to create a distinct type of firm.”
“Rhode is a lovely model that we imagine is prepared for rocketship development,” Amin added.
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Rhode reported $212 million in web gross sales within the 12 months ended March 31, 2025, and plans to launch in Sephora all through North America and the U.Ok. earlier than the tip of the yr, based on the assertion.
Bieber mentioned she is getting into an “expanded position 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 all the things was solely $1!) and has reported 23 straight quarters of development.
The sale has been accepted 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 price $1 billion, based on a press launch.
“We won’t 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 a press release. “Simply three years into this journey, our partnership with e.l.f. Magnificence marks an unbelievable alternative to raise and speed up our capability to succeed in extra of our neighborhood with much more revolutionary 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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