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E.l.f. acquires Hailey Bieber's Rhode beauty brand in $1 billion deal

"I've been in the consumer space for 34 years," e.l.f. CEO Tarang Amin told Fortune. "I've never seen a business like this."
On May 28, 2025, e.l.f. Beauty announced its acquisition of Hailey Bieber's skincare brand, Rhode, in a deal valued at $500 million. This strategic move aims to expand e.l.f.'s presence in the skincare market, leveraging Rhode's popularity and innovative product line. Hailey Bieber expressed excitement about the partnership, stating that it aligns with her vision for Rhode's growth and innovation. The acquisition is expected to enhance e.l.f.'s portfolio and drive further market penetration in the beauty and wellness sector.

Read the Full Fortune Article at:
https://fortune.com/2025/05/28/elf-acquires-hailey-bieber-rhode-deal/