Hailey Bieber’s skincare brand Rhode is stepping into a new chapter after being bought by beauty company e.l.f. in a deal valued at around $1 billion.
The brand, launched just three years ago, has become a favorite for simple, effective skincare, and this acquisition is set to expand its reach far beyond its current online-only setup.
The sale comes as Bieber’s beauty brand gained rapid attention on social media, especially among younger shoppers. Known for clean design, gentle formulas, and the viral “glazed skin” look, Rhode built a loyal following. Now, with e.l.f. at the helm, the brand is expected to hit store shelves in more countries. In the UK, for example, fans will soon be able to shop Rhode products at retailers like Sephora starting in the autumn season.
Hailey Bieber isn’t walking away from the brand she created. She will continue to lead the creative side, guiding product development and the look and feel of future launches. This means Rhode’s original vision — offering a curated line of easy-to-use, well-formulated products — will stay the same. Bieber’s personal style and approach to beauty will remain a key part of the brand’s image.
For fans wondering what this deal means for them, it’s good news. The wider distribution expected under e.l.f. means lower shipping costs, better access, and the possibility of new products arriving more often. As a large company with global influence, e.l.f. has the tools to scale Rhode faster and bring it to beauty lovers around the world.
Rhode started with just a few products, like its popular peptide lip treatment, barrier repair cream, and glazing fluid. Since then, it has slowly added items such as a cleanser, lip shaper, and blush — all staying true to the brand’s skin-friendly promise. The packaging is eco-conscious, the formulas are cruelty-free, and every item is made to be gentle enough for sensitive skin.
This billion-dollar move is more than just a business deal. It shows how fast a celebrity-backed beauty brand can grow when built on strong products and a clear idea. With e.l.f. now supporting its journey, Rhode is ready to become even bigger, possibly turning into a major player in everyday skincare routines around the globe. For Hailey Bieber, it’s not the end — it’s a new stage in building a beauty brand that goes beyond the internet.