Key facts
- e.l.f. Beauty acquired Rhode for $1.4 billion.
- Hailey Bieber will remain as chief creative officer and head of innovation.
- The acquisition aims to expand Rhode's global presence.
- Rhode was founded in June 2022.
e.l.f. Beauty has acquired Hailey Bieber's skincare and beauty brand, Rhode, for $1.4 billion. The deal, announced in May 2025, is expected to leverage e.l.f. Beauty's resources to expand Rhode's global reach and product offerings. Bieber, who founded Rhode in June 2022, will continue in her role as chief creative officer and head of innovation. The partnership aims to make Rhode accessible to more consumers worldwide. The article also includes details about a Rhode beach campaign featuring Bieber in a bikini. The brand has also released a pocket bronzer.