e.l.f. Beauty Buys Hailey Bieber’s Rhode Skin for $1 Billion

E.l.f. Beauty has agreed to purchase Hailey Bieber’s Rhode Skin line in a transaction valued at about $1 billion, according to reports carried by entertainment news outlets. The deal gives the mass-market cosmetics company control of a three-year-old brand that has gained a cult following for its Peptide Lip Tint and other skin-care products regularly promoted by the 28-year-old model and entrepreneur.

Rhode’s rapid growth has been fueled by viral social-media marketing and a steady stream of limited-edition accessories, including a phone case and, most recently, a gold waist chain designed to hold the lip treatment. The acquisition is expected to broaden e.l.f.’s reach among younger consumers and strengthen its skin-care portfolio, which has been a focus area as the company looks for new revenue streams beyond color cosmetics.

Actor Stephen Baldwin, Bieber’s father, welcomed the agreement in a podcast interview, saying the sale capped "three years" of work and underscored his daughter’s business acumen. Financial terms beyond the headline valuation were not disclosed, and neither e.l.f. nor Rhode has released a detailed integration timeline.