e.l.f. Beauty Acquires Hailey Bieber’s Rhode Skincare
Hailey Bieber, Founder, Rhode Skincare
My journey towards healthier skin inspired me to develop products that really work, in a way that’s accessible to everyone. Rhode is dedicated to making products based in science and great formulation, simplifying many of the mysteries and complex narratives behind efficacious skincare. I hope these will become your go-to essentials that can live in your bathroom, be your favorite travel companion, improve your skin over time, and keep your skin happy and hydrated.
As widely reported, e.l.f. Beauty has acquired Rhode skincare, the vegan, cruelty-free, dermatologist tested skincare company developed by Hailey Bieber, with an assist from brand advisors, Dr. Ron Robinson, a cosmetic chemist and founder of Stat Beauty and Dr. Dhaval Bhanusali, a leading dermatologist with an office at Hudson Yards. The companies have stated it is potentially a $1 billion deal.
Rhode had $212 million in net sales in the 12 months that ended March 31. The company’s products are only available online, but by the end of this year it plans to begin an in-store partnership with Sephora in North America and the U.K.
Bieber, 28, a model and the wife of singer Justin Bieber, will be Rhode’s chief creative officer and head of innovation and also a strategic adviser to the combined companies.
She launched Rhode, which is her middle name as a skin care line in June 2022 and has since expanded the brand to include blushes, colored lip balms and lip liners.
The brand is popular with young consumers and other fans of Bieber’s fresh-faced, casual aesthetic, which has emerged as an alternative to the ultra-glam, heavily made-up looks popularized by Kim Kardashian a decade ago.
