Hailey Bieber sells Rhode to e.l.f. for $1 billion, keeps creative control
e.l.f. Beauty acquired Rhode for up to $1 billion, with Bieber remaining as chief creative officer.
Hailey Bieber and cofounder Lauren Ratner sold their beauty brand Rhode to e.l.f. Beauty in a deal worth up to $1 billion, one of the buzziest beauty acquisitions in recent years.
Bieber's main fear was losing control of the brand she and Ratner built from scratch. Hailey Bieber had heard stories from other founders whose brands lost their way after being acquired.
e.l.f. promised to keep Rhode's identity intact and let them continue running the company.
More than a year into the deal, Bieber says e.l.f. has kept its word: she now holds the title of chief creative officer and makes most of the creative decisions.
The proof is in the numbers: Rhode generated roughly $390 million in sales in 2026, an 80% jump from the previous year, and the brand is now available in Sephora stores across the U.S., U.K. and Europe.
- up to $1 billion
- Acquisition price
- 2022
- Rhode launched
- $390 million
- 2026 sales
- 80%
- Sales growth
Why it mattersShows how a founder can structure a large acquisition while keeping control of their brand and demonstrating the value of founder-led companies.
AustraliaRhode is now available in Australian Sephora and Mecca stores after the e.l.f. acquisition accelerated its retail expansion.
✓ Claims checked against the source and corrected before publish. checked 2 h ago
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