Rumors have swirled about Hailey Bieber possibly selling rhode—and now we have confirmation. E.l.f. has acquired rhode in a $1 billion deal, the company announced.

Details state that the $1 billion to e.l.f. consists of $800 million payable at closing in a combination of cash and stock, subject to customary adjustments. Plus—an additional potential earnout consideration of $200 million is based on the future growth of the brand over three years.

Even as Bieber sells rhode, she will remain closely involved in the brand she co-founded, a press statement says. Her new title at e.l.f. will be chief creative officer and head of innovation at rhode.

“Just three years into this journey, our partnership with e.l.f. Beauty marks an incredible opportunity to elevate and accelerate… and widen our distribution globally,” Bieber commented.

“As I continue as Founder and step into an expanded role, I look forward to leading the brand into this exciting new chapter of possibilities alongside my co-founders Michael D. Ratner and Lauren Ratner, who have helped bring my vision to life from the start,” Bieber said.

Rhode’s co-founders, Michael D. Ratner, co-executive chairman, and Lauren Ratner, president and chief brand officer, will continue to lead rhode from its offices in Los Angeles, California—along with CEO Nick Vlahos.

E.l.f. says it found a “like-minded disruptor” in rhode. “Rhode further diversifies our portfolio with a fast-growing brand…we are excited by rhode’s ability to break beauty barriers, fully aligning with e.l.f. Beauty’s vision to create a different kind of company, said Tarang Amin, Chairman and CEO of e.l.f..

“Rhode is a beautiful brand that we believe is ready for rocketship growth,” Amin added.

Bieber’s Influence Fuels Rhode’s Growth

The fact that Bieber sold rhode comes as no surprise. Fueled by Bieber’s popularity, rhode is a fast-growing brand.

Rhode’s consumer base has more than doubled over the past year. Rhode’s net sales are $212 million, for the 12 months ended March 31, 2025.

Bieber is a beauty influencer who sets trends—and makes them go viral. (Remember glazed donut nails?) Her popularity helped rhode rank as the top skincare brand in Earned Media Value in 2024, representing 367% year over year EMV growth.

Bieber Sells rhode—But Steps Into a New Role

As rhode’s founder, Bieber will remain closely involved with the brand after e.l.f.’s acquisition is complete. She will take on the new role as rhode’s Chief Creative Officer and Head of Innovation.

Bieber will oversee creative, product innovation and marketing, while also acting as a strategic advisor.

When building rhode, Bieber has explained her take on product development is to include “one of everything really good” in her collection. Her multi-tasking products help streamline a skincare routine, and the formulas are made using innovative ingredients. One example of Rhode’s innovative take on product development is Glazing Milk, which won an Allure Beauty Award last year.

“From day one, my vision for rhode has been to make essential skin care and hybrid makeup you can use every day,” Bieber said in a statement.

We can’t wait to see how this philosophy continues, and evolves, with e.l.f.’s support.

What’s Next?

Rhode has plans to launch it first physical in-store partnership. The brand will partner with Sephora throughout North America and the U.K. before the end of this year.

“We can’t wait to bring rhode to more faces, places, and spaces,” Beiber commented.

More Mergers & Acquisions

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