| Key Points: – E.l.f. acquires Hailey Bieber’s Rhode to expand into high-end skincare. – Rhode hit $212M in sales in 3 years, driven by DTC and social media. – Rhode to launch in Sephora; Bieber stays on as creative head. |
E.l.f. Beauty is making a bold move into the luxury skincare space with its acquisition of Hailey Bieber’s skincare brand, Rhode, in a deal valued at up to $1 billion. The acquisition, announced Wednesday, marks E.l.f.’s largest to date and signals a strategic shift to broaden its appeal and strengthen its skincare portfolio.
The deal includes $800 million in cash and stock, with an additional $200 million contingent on Rhode’s performance over the next three years. It’s expected to close later this year, during the second quarter of E.l.f.’s fiscal 2026.
Founded in 2022 by Bieber and co-founders Michael and Lauren Ratner, Rhode has skyrocketed to success in just three years, generating $212 million in net sales with a minimalist product lineup. The brand’s direct-to-consumer model and social media dominance — particularly on TikTok — have driven exponential growth and massive brand awareness.
“I’ve been in the consumer space for 34 years, and I’ve never seen anything like this,” said E.l.f. CEO Tarang Amin. “Rhode disrupted the skincare market with just 10 products and a clear, authentic voice.”
Hailey Bieber will stay on as Rhode’s Chief Creative Officer and Head of Innovation, continuing to oversee marketing and product development. In a statement, she expressed excitement about scaling Rhode with E.l.f., saying the partnership will “elevate and accelerate” their reach and global distribution.
While Rhode has operated exclusively through its website, it is set to launch in Sephora stores across North America and the U.K. before year-end — a move expected to significantly boost retail presence and revenue.
Goldman Sachs analysts called the acquisition a “strategic positive,” praising Rhode’s potential to elevate E.l.f.’s brand value and attract a higher-income customer segment. Rhode’s average product price — in the high $20 range — complements E.l.f.’s affordable core products, which start around $6.50.
This move follows E.l.f.’s 2023 acquisition of Naturium for $355 million, underscoring its commitment to expanding in skincare — a category with growing demand among younger consumers.
However, the timing poses challenges. E.l.f. is funding $600 million of the deal with debt amid high interest rates, and it faces uncertainty around tariffs on Chinese imports, from which it sources 75% of its products. The company is also planning a $1 price hike beginning in August to counter rising costs.
Despite these headwinds, E.l.f. reported strong Q4 results: earnings per share of $0.78 (vs. $0.72 expected) and $333 million in revenue (vs. $328 million forecasted). But due to ongoing trade tensions and tariff risks, the company declined to offer guidance for fiscal 2026.
The Rhode deal reflects E.l.f.’s confidence in premium skincare’s resilience—even in a shaky economic climate—and positions the brand to capture a larger share of the beauty market with innovative, high-impact products.