e.l.f. Beauty Acquires Hailey Bieber's Rhode Brand

Key Facts

1e.l.f. Beauty has completed the acquisition of Hailey Bieber’s skincare and makeup brand, Rhode.

e.l.f. Beauty has completed the acquisition of Hailey Bieber’s skincare and makeup brand, Rhode. Fortune reported that the deal follows a decision by founders Hailey Bieber and Lauren Ratner to scale the brand under a larger corporate umbrella while maintaining its identity and autonomy.

Rhode generated approximately $390 million in net sales during fiscal 2026, marking an 80% increase from the previous year. Shares of ELF closed at $108.16 on October 13, 2026, as the company integrates the high-growth celebrity brand to strengthen its position in the premium skincare segment.