Hailey Bieber is no stranger to virality, but her recent $1 billion beauty deal is making waves far beyond social media. Just three years after launching her skincare brand Rhode, the 28-year-old founder has sealed a transformative acquisition with cosmetics giant e.l.f. Beauty — a move she describes as both instinctive and deeply personal. Appearing on stage at the Business of Beauty Global Forum in Napa, California, Bieber spoke candidly about what the partnership means to her and the path she sees for Rhode going forward.
Trusting her gut — and finding the right match
“Rhode is like my baby. I’m so precious about it,” Bieber told The Business of Beauty’s executive editor, Priya Rao. “The idea of ever even considering” a sale, she admitted, “was a very, very big deal to me.” It wasn’t just about the numbers — though those were impressive, too. According to Business of Fashion, e.l.f. Beauty paid $600 million in cash and $200 million in shares, with another $200 million contingent on Rhode meeting its three-year growth targets. But for Bieber, the decision was ultimately about connection.
Recalling a key meeting with the e.l.f. team, she shared, “I remember walking away like, ‘They’re it.’ I knew it in my gut. We just said so many of the same things.” The alignment of values and vision, Bieber said, sealed the deal. “Vibes matter,” she later joked in an interview with Allure. But behind the breezy delivery lies a savvy business instinct — and a founder who remains deeply involved in every step of her brand’s evolution.
A baby brand with legacy ambitions
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Bieber launched Rhode in June 2022, following the explosive popularity of her “glazed donut skin” aesthetic. The brand quickly rose to prominence with a tight, curated lineup of skincare essentials that prioritized quality over quantity — a rare approach in an industry known for rapid-fire product drops.
“It was very important to me that if I open up the world of rhode, everyone is invited,” she told Allure during the early days of the brand. “Everyone is included. I wanted it to be accessible and attainable for everyone.”
Now, just three years in, rhode is already being recognized as a market leader. According to the company’s press release, it was the No. 1 skincare brand in Earned Media Value (EMV) in 2024 — reflecting a 367% year-over-year growth. The hype, it seems, is translating into real traction. “I know we’ve only been around for three years, and we’re still such a baby,” Bieber said on stage. “But I do see us being a legacy brand. rhode is going to go down as one of the greats.”
The road ahead: creativity, community, and control
Despite the sale, Bieber is hardly stepping back. In fact, she’s stepping up. As part of the acquisition deal, she will continue in her role as rhode’s founder while also taking on two new titles: chief creative officer and head of innovation. She’ll oversee everything from product development to marketing strategy, while also serving as a strategic advisor to the combined companies.
“My vision for Rhode has always been to make essential skincare and hybrid makeup you can use every day,” she shared in a statement. “This partnership with e.l.f. marks an incredible opportunity to elevate and accelerate our ability to reach more of our community with even more innovative products and widen our distribution globally.”
Bieber will continue working closely with rhode co-founders Michael D. Ratner and Lauren Ratner, who she credits with helping shape the brand from the very beginning. She describes this next chapter as an expansion, not a departure — a chance to grow without sacrificing the identity that made Rhode stand out in the first place. “I am Rhode and Rhode is me,” she said. “It’s not just about the product. It’s the whole entire world of rhode.”
A minimalist philosophy in a maximalist world
One of the brand’s key differentiators has been its restrained product lineup — a stark contrast to competitors that flood the market with new releases. Bieber’s philosophy is rooted in simplicity and precision.
“What sets Rhode apart is we’re putting out a very curated, edited line of essentials,” she explained in a past interview. “Our philosophy is making one of everything really good.”
That focus appears to be resonating with consumers who are increasingly looking for thoughtful, results-driven products rather than overflowing vanities. With her skincare line gaining traction both online and in retail circles, Bieber’s decision to keep things tight — rather than trendy — has proven to be a strategic win. It’s a quiet confidence that speaks to her broader vision: not just to ride the wave of beauty trends, but to help shape the future of the industry.
A billion-dollar moment, but just the beginning
Though the deal with e.l.f. Beauty is a major milestone, Bieber insists this is far from a finish line. “When you’re launching a brand, you’re just so focused on what’s right in front of you,” she told Allure. “Of course, you have big dreams and really big goals. This is definitely one of those things being realized. I could have never anticipated that it would happen at this exact time.”
And yet, the timing couldn’t feel more right. As the beauty industry grapples with a new era of consumer expectations — defined by transparency, inclusivity, and innovation — Rhode is positioning itself as a brand built not just for the now, but for the next.
With Hailey Bieber at the helm, backed by e.l.f. ‘s proven infrastructure is poised to expand far beyond its minimalist roots. Whether it’s skincare, hybrid beauty, or global market reach, the brand’s path forward is as clear as Bieber’s vision for it.
In her own words, “We can’t wait to bring Rhode to more faces, places, and spaces.”
