When Hailey Bieber launched Rhode Skin in June 2022, it was more than just a celebrity beauty line—it was a personal passion turned entrepreneurial mission. Named after her middle name, Rhode began with a minimalist skincare philosophy and just a handful of products. Fast forward three years, and the brand has not only disrupted the industry but reached unicorn status: on May 28, 2025, Rhode was acquired by e.l.f. Beauty in a blockbuster deal valued at $1 billion.
From Passion Project to Powerhouse
At its core, Rhode was built around simplicity, efficacy, and affordability—qualities Bieber felt were lacking in the crowded skincare space. Instead of launching a sprawling line, she debuted with just three products: the Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment. Designed to deliver the signature “glazed donut” glow, they quickly became cult favorites.
Bieber personally invested in the brand and worked hands-on with a lean team, overseeing product development, packaging, and branding. She was not just a face on the label but a force behind every decision.
“We started Rhode from scratch,” a team insider said. “No legacy systems, no huge corporation. Just Hailey’s vision, and a handful of us willing to build something different.”
In just its first year, Rhode was met with massive demand, regularly selling out during product drops and building waitlists that stretched into the hundreds of thousands. It brought in over $75 million in revenue by the end of 2023 and more than $200 million in net sales by March 2025.
The e.l.f. Beauty Acquisition
The deal with e.l.f. Beauty marks a new chapter. Under the agreement, e.l.f. will acquire Rhode for $600 million in cash, $200 million in e.l.f. stock, and up to $200 million in performance based earn outs over the next three years. It is the largest acquisition in e.l.f.’s history and a signal of how far Rhode has come in such a short time.
Bieber will remain deeply involved as Chief Creative Officer, Head of Innovation, and Strategic Advisor to e.l.f. Beauty, ensuring her vision continues to guide the brand.
“I found a like-minded disruptor with a vision to be a different kind of company that believes in big ideas and innovation in the same way that I do,” Bieber wrote in her announcement on Instagram. “I feel invigorated, excited and more ready than ever.”
Hailey Bieber’s Official Statement
On May 28, Bieber shared the news with her 50M+ Instagram followers, reflecting on the journey and looking ahead to the future:
“When I launched @rhode in 2022, I always had big dreams for the company, and the most important thing to me is to keep bringing Rhode to more spaces, places, and faces globally. So today I am so incredibly excited and proud to announce that we are partnering with e.l.f. Beauty as we step into this next chapter in the world of Rhode,” she wrote.
“Thank you to the amazing Rhode team who have helped me build over the years. I couldn’t have done it without all of you. And to our Rhode community, thank you for being the most supportive and for being on this journey, this next chapter is going to be even more incredible together! As I’ve said, this is only the beginning.”
The post quickly went viral, racking up over 290,000 likes and thousands of supportive comments from fans, celebrities, and business leaders alike.
What’s Next for Rhode?
With support from e.l.f.’s infrastructure, global distribution, and shared values of cruelty-free, accessible beauty, Rhode plans to expand internationally and enter brick-and-mortar retail with major rollouts in Sephora North America and the UK later this year.
The brand is also expected to introduce new product lines under Bieber’s creative leadership, with a continued focus on innovation and community engagement.
A Blueprint for Modern Beauty Entrepreneurship
In an industry flooded with celebrity brands, Rhode has managed to stand apart largely due to its authenticity, focused product lineup, and direct connection with consumers.
“This isn’t just a win for Rhode,” commented an industry analyst. “It’s a case study in how to build a modern beauty brand with purpose, personality, and scale.”
