Hailey Bieber's beauty brand rhode was acquired by e.l.f. Beauty for $1 billion, making it e.l.f.'s largest acquisition. Founded in 2022, rhode achieved $212 million in net sales in its last fiscal year and has rapidly gained consumer attention with a focused product line of just ten items. Bieber will continue as chief creative officer, leveraging her strong social media presence to engage fans. E.l.f. aims to utilize its market position to help rhode expand its retail presence and global reach amidst ongoing trade challenges related to production in China.
Hailey Bieber's beauty brand rhode was sold to e.l.f. Beauty for $1 billion, marking e.l.f.'s largest acquisition and highlighting rhode's rapid success and strong consumer engagement.
Founded in 2022, rhode generated $212 million in net sales in its last fiscal year and is expanding its availability in Sephora stores across North America and the UK.
One of the things we really like about rhode is just how tight the product assortment is. It's only 10 products across skincare, color cosmetics and accessories.
E.l.f. can help rhode expand into retail and increase its global footprint, especially as e.l.f. is navigating challenges from U.S.-China trade relations impacting production.
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