May 29, 2025 — E.l.f. Beauty, known for its affordable makeup products, announced plans to purchase Rhode, the skincare company started by model Hailey Bieber. The agreement could be worth as much as $1 billion, making it one of the biggest deals in the beauty industry this year.
Since its launch in 2021, Rhode has attracted attention for its clean and easy-to-use skincare products. The brand’s popularity is boosted by Bieber’s large social media following and its focus on simple, effective skincare.
The purchase is part of E.l.f. Beauty’s goal to grow beyond makeup and expand into skincare, which is currently one of the fastest-growing segments in beauty. E.l.f.’s leadership noted that Rhode’s focus on transparency and clean ingredients fits well with the company’s mission to offer quality products at fair prices.
The deal includes an initial payment, with additional amounts depending on Rhode’s future performance, potentially reaching the full $1 billion. Experts say this move will help E.l.f. Beauty compete with bigger beauty companies investing heavily in skincare brands.
Consumers are increasingly interested in skincare products that emphasize wellness and natural ingredients, trends Rhode has embraced. E.l.f. Beauty’s marketing and distribution strength is expected to help Rhode grow even faster.
This acquisition shows how important skincare has become in the beauty market. It combines Rhode’s trendy image and loyal customer base with E.l.f. Beauty’s wide reach and experience, setting both companies up for growth.
The deal also reflects broader changes in the beauty industry, where larger companies are acquiring smaller brands to keep up with shifting consumer preferences.
