Hailey Bieber’s Rhode beauty brand is no longer just looking for a buyer: e.l.f. Beauty completed its acquisition on August 5, 2025. The deal was announced at a value of up to $1 billion, but that maximum includes a potential earnout; it was not all guaranteed cash paid at closing.
Did Hailey Bieber sell Rhode to e.l.f. Beauty?
Yes. e.l.f. Beauty announced a definitive agreement to acquire Rhode on May 28, 2025, and later reported that the acquisition closed on August 5, 2025. The transaction is complete, rather than a pending sale. e.l.f. Beauty’s announcement described the planned transaction; the SEC filing records the completed acquisition.
What does “up to $1 billion” mean?
The announced maximum combines closing consideration with a conditional payment tied to future growth. The deal terms announced by e.l.f. were $800 million payable at closing and up to $200 million in potential earnout consideration over three years. The earnout is contingent, so the headline maximum should not be read as a guaranteed $1 billion payment. e.l.f. Beauty’s May 28, 2025 announcement
What was paid at closing?
The SEC filing breaks the approximately $800 million closing consideration into $600 million in cash and approximately $200 million in e.l.f. stock. Those figures describe the transaction consideration, not Hailey Bieber’s personal proceeds. The available reporting does not specify how much any individual owner received. SEC filing
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- SKINCARE ON THE GO: The e.l.f. Jet Set Hydration Kit contains all of your skincare favourites in a TSA-ready travel-sized kit. The kit includes a Cleanser (30ml), Hydrating Balm (6g), Moisturizer (25ml), Eye Cream (7g) and Night Cream (15g).
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What is Rhode, and why did e.l.f. acquire it?
e.l.f. described Rhode as a fast-growing, multi-category lifestyle beauty brand founded by Bieber, with high-performance, skin-focused products. Bieber said in the acquisition announcement: “From day one, my vision for rhode has been to make essential skin care and hybrid makeup you can use every day.” e.l.f. Beauty announcement
Rhode began as a skincare line and expanded into hybrid makeup, including blushes, colored lip balms, and lip liners, according to the Associated Press. That mix helps explain the company’s description of Rhode as more than a skincare label. Associated Press coverage
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- Comprehensive 3-step Acne Routine: Acne skincare set with an acne cleanser, facial toner & matte moisturizer for oily skin to cleanse, tone, & hydrate. Addresses excess oil, clogged pores, & skin barrier repair for oily & acne prone skin.
- Medicated Gel Cleanser to Clear Acne: Face wash without harsh scrub particles that irritate skin. Removes excess oil & dirt, helps to clear & prevent breakouts, maintains skin hydration. Clinically tested to reduce surface oil by up to 47%.
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- Gentle & safe for sensitive skin: Dermatologist-tested, fragrance free & paraben-free, this face skincare kit is designed to be gentle yet effective, even for those with sensitive skin. It’s non-comedogenic & allergy-tested.
How much revenue did Rhode generate?
The Associated Press reported that Rhode recorded $212 million in net sales in the 12 months ended March 31, 2025. Net sales are not profit, and the period is a rolling 12 months ending on that date—not a calendar-year total. Associated Press coverage
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What role was announced for Hailey Bieber?
At the time of the acquisition announcement, the Associated Press reported that Bieber would serve as Rhode’s chief creative officer and head of innovation, as well as a strategic adviser to the combined companies. Those were the announced arrangements in 2025; they should not be treated as confirmation of her present-day titles. Associated Press coverage
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