Since its launch in 2022, rhode, the minimalist skincare line founded by Hailey Bieber, has grown into one of the most talked-about beauty brands in the industry known as much for its sleek packaging and highly effective products as for Hailey’s clean and contemporary vision of beauty. Now, in a bold and exciting next step, Bieber has announced that rhode is partnering with e.l.f. Beauty, marking a major milestone for the brand and its journey towards global expansion. Rhode is entering a new era as e.l.f. Beauty is acquiring the brand for $1 billion.
“When I launched rhode, I always had big dreams for the company,” Hailey shared on Instagram. “The most important thing to me is to keep bringing rhode to more spaces, places, and faces globally.”
Hailey’s announcement was brimming with the excitement of someone who has not only built something from the ground up, but who also sees the next chapter as an even bigger creative opportunity. She will now serve as rhode’s Chief Creative Officer and Head of Innovation, while also taking on a role as strategic advisor to e.l.f. Beauty. It’s a powerful move that signals her intent to stay at the centre of the brand’s evolution, ensuring her vision remains deeply embedded in rhode’s DNA.
Celebrity Brands Growing Beyond Their Founders
The partnership with e.l.f. Beauty is not unlike a growing trend among celebrity-led brands evolving into larger business empires. Hailey now joins a list of powerhouse women who have successfully turned personal brands into global forces without stepping away from the creative reins.
Consider Kylie Jenner, who famously sold 51% of Kylie Cosmetics to Coty Inc. in a $600 million deal, valuing the company at $1.2 billion. While the deal sparked widespread media attention, it also solidified Kylie’s status as a serious businesswoman in the beauty industry. Similarly, Kim Kardashian has grown her shapewear and lifestyle brand SKIMS into a multi-billion dollar company. In July 2023, SKIMS reached a $4 billion valuation after a successful funding round, showing that a celebrity name can be more than just a logo, it can be a cultural institution.
Even Rihanna’s Fenty Beauty, launched in partnership with LVMH, changed the industry’s conversation around inclusivity and diversity. By offering foundation shades for all skin tones and embracing authenticity, Fenty raised the bar and the expectations for celebrity beauty brands worldwide.
A Natural Fit: rhode x e.l.f. Beauty
Hailey’s choice of e.l.f. Beauty as a partner is particularly interesting. The company has built a reputation for being a “disruptor” in the beauty space bringing affordable, trend-driven, and cruelty-free products to market with impressive speed. In many ways, e.l.f.’s values and agility mirror rhode’s own ethos: simplicity, effectiveness, and a deep understanding of what modern beauty consumers want.
“I found a like-minded disruptor with a vision to be a different kind of company that believes in big ideas and innovation in the same way that I do,” Hailey wrote in her announcement.
The deal is expected to give rhode the operational muscle it needs to scale while allowing Hailey and her team to remain focused on creative direction, formulation, and storytelling arguably the heart of what has made rhode such a standout brand in a crowded market.
What sets Hailey apart is the clear authenticity that drives their brand decisions. For many fans and beauty lovers, rhode isn’t just another skincare label; it feels personal. The minimalist, dewy aesthetic that Hailey embodies in her everyday life is reflected across every product, campaign, and launch. That consistency in both brand and behaviour builds trust and ultimately, loyalty.
This latest announcement reflects more than just a business move. It’s a clear signal that Hailey is here for the long game. With a trusted partner like e.l.f. Beauty, the foundation she’s built is only set to grow stronger. And if the past two years are anything to go by, the next chapter of rhode might just be its most exciting yet.
