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The acquisition comes two months after Hailey Bieber's brand reportedly hired JPMorgan Chase to manage the sale.
May 28, 2025
By: Lianna Albrizio
Associate Editor
ELF Beauty is reportedly set to acquire Rhode Beauty, Hailey Bieber’s cosmetics and skin care brand, for $1 billion.
The acquisition comes two months after the brand reportedly hired JPMorgan Chase to manage the sale.
Bieber told Vogue Magazine that finding a home for her two-year-old brand was a “really scary process” but was intrigued by the Elf Beauty team and its “strong sense of community” upon meeting. She also long admired the company’s marketing campaigns. As previously reported in Happi, these have included Elf’s recruitment of Jennifer Coolidge for its Super Bowl ad promoting its Power Grip Primer to Meghan Trainor, who promoted its Halo Glow Liquid and Powder Filter.
Bieber will continue her role as founder while expanding her remit as Rhode’s chief creative officer and head of innovation, Vogue reports.
Hero products from Rhode include its viral Peptide Lip Treatment and Cinnamon Roll lip tint in-line with 2025’s foodie rule of beauty.
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