E.l.f. Beauty Makes a Bold Move with $800 Million Acquisition of Hailey Bieber's Rhode Brand

May 31, 2025 - 21:39

E.l.f. Beauty has made headlines with its recent acquisition of Hailey Bieber's Rhode brand for an initial $800 million, with potential growth leading to a total valuation of $1 billion. This strategic move marks E.l.f.'s largest acquisition to date and comes at a pivotal moment as the company faces a slowdown in its growth trajectory.

The acquisition of Rhode, known for its skincare products, aligns with E.l.f.'s vision to expand its portfolio and enhance its market presence in the competitive beauty industry. By integrating Rhode into its offerings, E.l.f. aims to tap into the growing demand for high-quality skincare products and leverage Bieber's influence to attract a younger demographic.

Industry experts view this acquisition as a significant step for E.l.f., signaling its commitment to innovation and expansion. As the beauty landscape continues to evolve, E.l.f.'s bold investment in Rhode could redefine its market position and drive future growth.