Overview

• The deal structure allocates $800 million in cash and shares plus a potential $200 million earn-out tied to performance.
• Hailey Bieber will serve as Chief Creative Officer and Head of Innovation at e.l.f. Beauty, guiding Rhode’s product development and marketing.
• Rhode products are scheduled to launch in Sephora outlets across North America and the U.K. in fall 2025.
• The brand’s growth has been fueled by scientifically validated formulas, an expert advisory board and viral marketing rooted in Bieber’s personal branding.
• The acquisition underscores the expanding role of celebrity-founded beauty lines following examples such as Fenty Beauty, Kylie Cosmetics and Rare Beauty.