Introduction
- Hailey Bieber’s skincare brand Rhode has been acquired by e.l.f. Beauty in a deal worth up to $1 billion.
- The purchase includes $600 million in cash, $200 million in stock, and $200 million in performance bonuses.
- Rhode generated $212 million in net sales in one year.
- Hailey Bieber remains as Chief Creative Officer.
- ELF stock rose following the announcement.
e.l.f. Beauty Acquires Rhode in a Landmark Deal
In a major beauty industry move, e.l.f. Beauty has officially acquired this Brand, the skincare brand founded by Hailey Bieber, in a transaction valued at up to $1 billion.
According to BusinessWire, the agreement includes:
- $600 million in cash
- $200 million in e.l.f. stock
- An additional $200 million in performance-based incentives
Founded in 2022, This Brand quickly rose to popularity through its minimalist branding, clean formulations, and Hailey Bieber’s influence. Its viral marketing strategies and best-selling products helped it become a dominant player in the skincare industry within just a few years.
Why e.l.f. Beauty Chose Rhode
e.l.f. Beauty, known for its affordable and cruelty-free cosmetics, saw This Brand as a strategic fit to grow its presence in the prestige skincare space. The acquisition brings a digitally native, fast-growing brand into e.l.f.’s expanding portfolio.
In an interview with CNBC, e.l.f. CEO Tarang Amin said:
“This Brand is a breakout brand with a deeply engaged community. This acquisition gives us access to a younger audience and a strong position in prestige skincare.”
Hailey Bieber’s Role at Rhode After the Acquisition
Hailey Bieber will continue to lead This Brand’s creative and product direction. She will remain as:
- Chief Creative Officer
- Head of Product Innovation
- Strategic Advisor to e.l.f. Beauty
In her statement shared with Forbes, Bieber said:
“This is just the beginning for Rhode. I’m excited to partner with a company that shares our values and vision for accessible, high-quality skincare.”
What Made This Brand So Successful
This Brand’s rapid growth is attributed to a few key factors:
- Strong brand identity centered around clean, simple skincare
- Viral hero products like the Peptide Lip Treatment and Glazing Milk
- Affordable pricing with most products under $30
- Transparent ingredient lists and cruelty-free formulations
- Effective social media marketing, especially on TikTok and Instagram
By the end of March 2025,This Brand had generated $212 million in net sales—an impressive milestone for a brand just three years old.
Hailey Bieber’s Net Worth in 2025
Before the sale, Hailey Bieber’s net worth was estimated between $20 and $30 million. With her equity in This Brand and the new partnership with e.l.f., her net worth is expected to exceed $300 million, according to Celebrity Net Worth.
If This Brand continues to perform well under e.l.f., some analysts suggest that Hailey could join the ranks of beauty billionaires in the future.
ELF Stock Reaction to This Brand Acquisition
Following the announcement of the Rhode acquisition, ELF stock saw an increase, reflecting positive investor sentiment. The acquisition is expected to strengthen e.l.f.’s portfolio and further its position in both mass and prestige skincare.
Through This Brand, e.l.f. gains access to:
- A global celebrity brand
- A loyal Gen Z and millennial customer base
- Rapidly growing sales driven by digital-first strategies
The Future of Rhode
Under e.l.f.’s ownership and with Hailey Bieber still creatively involved, This Brand is expected to expand into new markets, launch new product lines, and scale internationally.
This Brand has successfully balanced celebrity branding with clean beauty values, which could set the stage for even greater success in the years ahead.
FAQ
Why did Hailey Bieber name her skincare brand “Rhode”?
Hailey Bieber named her skincare brand “Rhode” after her middle name, Hailey Rhode Bieber. This personal touch reflects her commitment to the brand’s identity and values.
Is Hailey Bieber the CEO of Rhode?
No, Hailey Bieber is not the CEO of This Brand. She serves as the Founder, Chief Creative Officer, and Head of Innovation. In 2023, Nick Vlahos was appointed as the CEO of Rhode.
Has Rhode been sold to e.l.f. Beauty?
Yes, e.l.f. Beauty has acquired Hailey Bieber’s skincare brand, This Brand, in a deal valued at up to $1 billion. The acquisition includes $800 million in cash and stock, with an additional $200 million contingent on Rhode’s performance over the next three years.
Did Hailey Bieber sell Rhode for Justin Bieber?
There is no evidence to suggest that Hailey Bieber sold Rhode to support Justin Bieber financially. The sale appears to be a strategic business decision aimed at expanding Rhode’s global presence and leveraging e.l.f. Beauty’s resources.
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