E.l.f. x Rhode: A Billion-Dollar Blueprint for the Future of Beauty

In a landmark deal that underscores the evolving landscape of the beauty industry, e.l.f. Beauty has acquired Hailey Bieber’s skincare and cosmetics brand, Rhode, for $1bn. 

The acquisition comes just days after Bieber announced Rhode’s retail debut at Sephora, marking a significant milestone for both brands – one born out of digital and the other a publicly traded disruptor with proven mass-market appeal. 

The ‘Rhodemap’ to Success

Launched less than three years ago, Rhode has rapidly grown into a formidable player in the beauty game, generating $212 million in net sales with a limited, curated range of products. Until recently, the brand sold just 20 items exclusively direct-to-consumer. For an oversaturated industry like beauty that thrives on options, Rhode’s minimalist approach has resonated with a generation of beauty consumers who prioritise quality over quantity and intentionality. 

There’s no doubt the brand’s early visibility was fuelled by Bieber’s fame, however, Rhode has since gone on to mature into a beauty brand in its own right. Its social-first strategy, strong community engagement, and product efficacy has played a vital role in converting casual fans into repeat customers, which is echoed by one industry voice who says, “Rhode offers a roadmap for longevity rooted in authenticity, influence, and strategic substance”. A ‘Rhodemap’ if you will.

‘Long-e.l.f.-ity’ with e.l.f. Beauty

e.l.f. Beauty has a similar lore. Considered a “dupe” brand upon its launch in 2004, the giant has grown rapidly for the better part of a decade thanks to its reputation for high-quality products at affordable prices. Positioning itself as a values-driven brand with an eye toward accessibility, inclusivity, and digital agility, e.l.f. has continuously outperformed its legacy competitors by embracing a community-first mindset and maintaining a deep understanding of online behaviour and culture. 

Notably, its marketing campaigns are bold, vivacious, and often always go viral, making the brand one of few that can truly claim to be social-native at scale. That resonance with the modern consumer is exactly what drew Bieber to this partnership, noting that e.l.f.’s approach felt more authentic than “handing over Rhode to a bunch of suits”.

An Unstoppable Force

Together, both Rhode and e.l.f. Beauty are posed to redefine what the future of beauty looks like. While Rhode brings cultural capital, loyal Gen Z consumers, and an aspirational-yet-attainable aesthetic, e.l.f. adds operational strength, mass-market distribution, and deep marketing expertise. What could go wrong? We predict this combined force will only scale Rhode globally, all while preserving its brand ethos. Bieber has also made no secret of her ambition, stating, “I want to be the biggest beauty brand in the world, and I believe that e.l.f. Beauty is going to help me get there”.

Good luck Hailey, we can’t wait to see what comes next!

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