Hailey Bieber’s Rhode Sold for $1 Billion to e.l.f. Beauty: Why It’s Trending Now
In a jaw-dropping move that has the beauty world buzzing, Hailey Bieber’s minimalist skincare and cosmetics brand, Rhode, was just acquired by budget makeup giant e.l.f. Beauty for a staggering $1 billion on May 28, 2025. This isn’t just another celebrity brand sale—it’s a seismic shift in the industry, sparking heated discussions about the power of celebrity influence, the future of affordable beauty, and whether this deal is a stroke of genius or a risky gamble. If you’ve seen Rhode trending everywhere, here’s why this acquisition is the talk of the town.
In a jaw-dropping move that has the beauty world buzzing, Hailey Bieber’s minimalist skincare and cosmetics brand, Rhode, was just acquired by budget makeup giant e.l.f. Beauty for a staggering $1 billion on May 28, 2025. This isn’t just another celebrity brand sale—it’s a seismic shift in the industry, sparking heated discussions about the power of celebrity influence, the future of affordable beauty, and whether this deal is a stroke of genius or a risky gamble. If you’ve seen Rhode trending everywhere, here’s why this acquisition is the talk of the town.
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The Rise of Rhode: A Minimalist Beauty Powerhouse
Before we dive into the bombshell acquisition, let’s rewind to where it all began. Launched in 2022, Rhode was Hailey Bieber’s passion project, born from a skin-first philosophy that resonated deeply with Gen Z consumers. With just 10 curated products, the brand carved out a niche in the overcrowded beauty space by focusing on simplicity and authenticity. Riding on Bieber’s massive social media presence and her personal branding (boosted by her marriage to Justin Bieber), Rhode reported an impressive $212 million in net sales in its first fiscal year. It wasn’t just a product line—it was a cultural moment.
From Startup to Sephora: Rhode’s Rapid Growth
Fast forward to early 2025, and Rhode was already making waves with its expansion into Sephora stores across North America and the UK. This move signaled that Bieber’s brainchild was ready to play in the big leagues, transitioning from a direct-to-consumer darling to a prestige brand with serious retail muscle. Fans couldn’t get enough of the sleek packaging and relatable messaging, which felt like a direct conversation with Hailey herself. But no one could have predicted the massive deal that was about to drop.
The $1 Billion Deal: A Game-Changer for e.l.f. Beauty
On May 28, 2025, the beauty industry was shaken to its core when e.l.f. Beauty announced it had acquired Rhode for $1 billion—its largest acquisition to date. This isn’t just a purchase; it’s a strategic power play to capture the Gen Z market, blending e.l.f.’s affordable ethos with Rhode’s prestige appeal. As reported by CNN, this bold move comes at a time when e.l.f. is grappling with tariff-related price hikes, making the investment even more audacious. Could this be the start of a new era for budget beauty brands aiming for luxury status?
Voices from the Top: What Leaders Are Saying
The excitement around this deal is palpable, especially in the words of Tarang Amin, CEO of e.l.f. Beauty.
“Rhode is a beautiful brand that we believe is ready for rocketship growth. Its tight product assortment and powerful engagement model align perfectly with our vision,”
Amin stated, as quoted by TheStreet. Meanwhile, CNN Business added another layer of intrigue with their take:
“The acquisition comes as e.l.f. faces tariff-related price hikes, making the billion-dollar bet on Rhode even bolder.”
These insights highlight both the optimism and the underlying risks of this monumental deal.
The Emotional Divide: Celebration and Skepticism
Fans of Rhode are over the moon, seeing this as a triumph for female-founded brands and a testament to Hailey Bieber’s hands-on dedication—far removed from the typical superficial celebrity endorsement. Yet, not Everyone’s cheering. Critics are questioning whether a $1 billion price tag reflects genuine value or just hype around celebrity-driven brands. Add to that e.l.f.’s planned $1 price hikes due to tariffs, and the narrative gets murkier. Will loyal customers stick around, or will they feel betrayed by the shift?
Conclusion
✔️ The $1 billion acquisition of Rhode by e.l.f. Beauty marks a pivotal moment for celebrity brands and affordable beauty alike.
✔️ As Hailey Bieber continues her role as chief creative officer, this deal raises bigger questions about sustainability, value, and trust in an ever-evolving industry.
