I’ll admit it — until a few months ago, I had no idea what Rhode was.
The packaging was everywhere, and the words “glazing milk” started appearing in my TikTok feed like it was a new food group.
But as a millennial who came of age in the YouTube beauty guru era, I already had my ride-or-die products. Rhode felt like it was speaking a whole different language.
What I did know — even if I haven’t touched it in years — was E.l.f. Beauty.
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The brand was practically a rite of passage: budget-friendly, available at every drugstore, and always good enough to justify one more impulse buy.
Now, that throwback favorite is making waves again — not because of a viral mascara or genius dupe, but because it’s dropping serious money on the new kid in skincare.
In a billion-dollar move that bridges two generations of beauty fans, E.l.f. just bought Hailey Bieber’s Rhode.
E.l.f. Beauty goes all in on Gen Z with Hailey Bieber’s Rhode.
Image source: e.l.f. Beauty/Rhode
E.l.f. just bet big on Gen Z by acquiring Haley Bieber’s brand Rhode
While most legacy brands are tightening their belts, E.l.f. (ELF) is doing the opposite. According to the latest press release, the company signed a definitive agreement to acquire Rhode in a deal valued at up to $1 billion.
That kind of number sends a message: this isn’t just a buzzy celeb brand, it’s a strategic power play.
Rhode, launched by Bieber in 2022, has built a wildly loyal following from just 10 products. The brand pulled in $212 million in net sales in the 12 months ending March 2025.
Its direct-to-consumer model and high-performing, minimalist products have helped it stand out in a saturated space.
Soon, Rhode will also hit Sephora shelves across North America and the UK — a major leap into physical retail that puts it on track for global expansion.
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That kind of retail reach is new territory for E.l.f., which has historically thrived in mass-market channels like Target and Walmart.
Rhode gives E.l.f. something it hasn’t had before: a foothold in the prestige channel and access to Gen Z wallets that are increasingly hard to win.
Despite its budget beginnings, E.l.f. is no underdog. The company has grown for 25 straight quarters and continues to outpace rivals.
With Rhode following its Naturium buy, E.l.f. is building not just a portfolio, but a modern beauty empire.
Why E.l.f. thinks Rhode is worth $1 billion
Celebrity beauty brands are everywhere. But not all of them last.
The initial hype that comes with a famous name can fade quickly. We’ve already seen several big-name launches struggle to stick.
Rhode is different. Its identity feels both aspirational and personal. Bieber didn’t just co-sign a product — she built the brand from her own routines and skin-first philosophy.
That’s what E.l.f. is banking on. In a time when most major beauty players are being cautious, it’s choosing to go all in.
CEO Tarang Amin called Rhode “a beautiful brand that we believe is ready for rocketship growth.”
Bieber will stay on as founder, chief creative officer, and head of innovation. She’ll shape product, creative, and marketing while advising across the company. Her team will continue to run the business from LA, keeping the startup spirit alive.
All of this comes as E.l.f. announced it is raising prices by $1, a move the brand directly linked to inflation and tariffs in an Instagram post. It’s a small hike, but one that makes this billion-dollar bet on Rhode feel even bolder.
Bottom line: E.l.f. isn’t just buying a brand. It’s investing in a movement.
And in doing so, it just might redefine what a beauty giant looks like.
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