Hailey Bieber sold Rhode to e.l.f. Beauty after she and co-founder Lauren Ratner addressed their main fear in an acquisition
“It's my baby, it's our baby,” said Bieber, who conceived the makeup and skincare brand as a line of personal must-haves she always has in her routine.
Hailey Bieber had reservations about selling Rhode Beauty to e.l.f. Beauty, as she had heard stories of founders regretting their acquisitions. However, she was reassured by e.l.f.'s commitment to letting Rhode continue operating as it was. The deal, worth up to $1 billion, was finalized in 2025, one of the most significant beauty acquisitions recently.
Bieber stayed on as chief creative officer and strategic advisor to e.l.f. Beauty, keeping a significant role in the company she helped build. Rhode's sales soared by 80% in fiscal 2026, reaching nearly $390 million, and the company aims to reach $1 billion in sales. Rihanna now operates in Sephora across 19 new markets in Europe.
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