Hailey Bieber's Rhode Just Got Bought by Elf Cosmetics

Hailey Bieber’s skincare brand Rhode, is officially a billion-dollar business. On May 28, beauty company Elf Cosmetics announced they’re buying Rhode in a massive $1.1 billion deal.

If you’ve ever seen students putting on the viral Peptide Lip Tints in class, that’s Rhode. Launched in 2022, it’s only been around for three years, but it’s already one of the most talked-about brands in skincare. Hailey Bieber started the company with the goal of creating simple, effective products and it clearly worked.

Elf Beauty, the brand with affordable drugstore staples and newer lines like Keys Soulcare, said they love how Rhode connects with Gen Z and breaks beauty norms. Their CEO, Tarang Amin, called Rhode a “disruptor” in the best way and they’re betting big on its future.

So what happens now? Bieber’s not going anywhere. She’ll stay on as the brand’s Chief Creative Officer and Head of Innovation, still helping design new products and shape the company’s direction. So basically, she’s still the face and the brains of the brand.

Rhode brought in over $200 million in sales last year, and with this new partnership, it’s set to grow even more, especially with a bigger international presence and expanded shelf space at Sephora.

This deal means Rhode is only going to get bigger, so expect to see it in more stores and even more viral videos. With Elf’s help, Rhode is set to grow fast, and Bieber seems ready for it.

It’s kind of wild to think a celebrity brand that started with just a few lip products is now worth a billion dollars. Whether you're into beauty or not, it’s a cool reminder that huge things can come from small ideas.