E.l.f. Beauty to Acquire Hailey Bieber’s Rhode for $1 Billion: A Gen Z Power Move

In a blockbuster beauty deal that’s making waves across the industry, E.l.f. Beauty has announced it will acquire Rhode, the minimalist skincare brand founded by Hailey Bieber, for a staggering $1 billion. This monumental move not only underscores the skyrocketing value of founder-led brands but also firmly positions E.l.f. Beauty as a next-generation beauty conglomerate built for the modern consumer.

Rhode, launched in 2022, quickly captured the attention of Gen Z and millennials with its clean aesthetics, results-driven formulas, and Hailey Bieber’s undeniable star power. The brand’s success wasn’t just about celebrity—it was about connection. Rhode resonated with younger consumers who crave authenticity, transparency, and products that blend skincare efficacy with a touch of aspirational cool. From the now-iconic Peptide Lip Treatment to the brand’s focus on barrier-repairing essentials, Rhode proved that less really can be more.

For E.l.f. Beauty, the acquisition is a bold yet strategic expansion. Known for its affordable, high-quality products and commitment to inclusivity and innovation, E.l.f. has been steadily redefining what it means to be a beauty powerhouse in today’s market. With this move, it joins the ranks of conglomerates like L’Oréal and Estée Lauder—but with a fresh, digital-first approach that reflects the tastes and habits of a new generation.

Under the terms of the agreement, Rhode shareholders will receive $800 million in cash and stock at the time of closing. An additional $200 million may be paid out based on the brand’s performance over the next three years, bringing the total potential deal value to $1 billion.

Hailey Bieber will remain at the helm of Rhode as Founder and take on the expanded role of Chief Creative Officer and Head of Innovation, leading the brand’s creative direction, product development, and marketing strategy. She will also serve as a strategic advisor to E.l.f. Beauty and its portfolio of brands.

The deal also sends a clear message to the industry: founder-led brands are no longer the underdogs, they’re the future. Rhode’s billion-dollar valuation validates the power of personal branding, niche community-building, and intentional product development. It’s proof that today’s consumers don’t just buy into products—they buy into people, values, and stories.

As the beauty landscape continues to evolve, this acquisition could mark a turning point. With Rhode under its umbrella, E.l.f. Beauty isn’t just growing—it’s transforming into a modern beauty empire, one that speaks Gen Z fluently and moves at the speed of culture.

This is more than a business deal. It’s a statement. And the future of beauty just got even more exciting.