In a move that’s turning heads across the retail and beauty worlds, Rhode, the minimalist skincare brand founded by Hailey Bieber, has been acquired by e.l.f. Beauty — one of the most recognizable names in cosmetics.

Yes, the same e.l.f. that’s been a mainstay in drugstores and on makeup bags for nearly two decades. It’s an unexpected pairing — and a bold one. But dig a little deeper, and the deal starts to make a lot more sense. With e.l.f. bringing Rhode into its growing portfolio, the beauty industry is now watching closely.

Why This Deal Makes Sense

At face value, this acquisition looks like a classic case of scale meets relevance.

 

• e.l.f. has scale. It’s a publicly traded company with strong performance, smart marketing, and distribution across major retailers. It’s known for making high-quality products accessible — without sacrificing values like cruelty-free and vegan formulations.
• Rhode has momentum. With just a handful of SKUs and Hailey Bieber at the helm, it built an incredibly loyal fanbase through social media, word of mouth, and celebrity cachet.

For e.l.f., this is more than a celebrity-brand acquisition. It’s a chance to bring a fast-growing, influence-led business into its fold — and use its infrastructure to take it to the next level.

For Rhode, it means access to scale, support, and retail expansion far beyond what a young brand could typically manage on its own.

A Strategic Shift in Beauty M&A

This acquisition also reflects a broader shift in the beauty M&A landscape. Not long ago, celebrity-backed brands were often seen as risky — popular for a moment, but hard to sustain. But brands like Rhode are changing that narrative.

They’re lean, tightly focused, and culturally sharp — built for a world where brand identity travels faster through TikTok than traditional ad channels.

e.l.f. seems to recognize that. Rather than trying to build its own version of a “cool-girl skincare brand,” it bought one that already has the credibility — and the customer base — baked in.

This kind of move shows just how much influence and cultural capital now factor into acquisition strategy.

What Comes Next?

While full details of the integration haven’t been revealed yet, we can make a few smart predictions:

 

• Retail expansion: Rhode has largely lived online. With e.l.f.’s retail muscle, we’ll likely see it roll out in stores like Target, Ulta, and Walmart.
• Product development: e.l.f. is known for fast, efficient product innovation. That could supercharge Rhode’s ability to expand its line while maintaining quality and consistency.
• Global reach: Rhode has already gained international attention, but e.l.f. can help it reach customers on a much larger scale.

In short, Rhode has the brand, and e.l.f. has the engine.

 

Final Thoughts

This isn’t just a big deal for Hailey Bieber or e.l.f. shareholders. It’s a sign of how the beauty business is evolving.

Influence is no longer something brands chase — it’s something they acquire, strategically and at scale. With this move, e.l.f. is not only buying a skincare brand. It’s investing in relevance, betting that the future of beauty belongs to brands that know how to speak directly to today’s consumers — and meet them wherever they are.