e.l.f. Beauty has officially entered into a definitive agreement to acquire Rhode, the skincare brand founded by global icon Hailey Bieber. The deal is valued at up to $1 billion and marks a major milestone in the beauty and skincare industry.
The acquisition involves $800 million in cash and stock to be paid at closing, with an additional potential earnout of $200 million contingent on Rhode’s performance over the next three years.
Rhode, launched in 2022, quickly captured consumer attention with its minimalist skincare products and a strong celebrity-driven marketing strategy. While its presence in markets like India has been relatively limited, the brand has seen tremendous global growth fueled by Hailey Bieber’s digital influence and viral content campaigns.
Tarang Amin, Chairman and CEO of e.l.f. Beauty, expressed confidence in the partnership. He described Rhode as a brand that complements e.l.f.’s mission to democratize beauty by making prestige quality accessible. He noted Rhode’s fast-paced rise and disruptive edge as a perfect match for e.l.f. Beauty’s bold growth vision.
As part of the agreement, Hailey Bieber will continue to shape the brand’s creative identity and product development as Chief Creative Officer and Head of Innovation. She will also serve as a Strategic Advisor to e.l.f. Beauty, ensuring a seamless transition and consistent brand ethos.
Other key leaders at Rhode, including Co-Founders Michael D. Ratner and Lauren Ratner, as well as CEO Nick Vlahos, will remain in their respective leadership positions to guide the brand through its next phase.
The transaction is expected to close in the second quarter of fiscal 2026, subject to regulatory approvals.
For more updates on global brand moves and billion-dollar marketing deals, follow Marketing Moves on Instagram and Facebook.
