In a bold and unexpected move, e.l.f. Beauty has officially acquired Rhode, the minimalist skincare brand founded by Hailey Bieber. Known for its tight product line, clean formulations, and strong community, Rhode will now operate under the wider e.l.f. Beauty umbrella—yet Hailey isn’t going anywhere. She’ll remain on board as Chief Creative Officer, continuing to lead Rhode’s brand voice, product vision, and community strategy.
This acquisition signals more than just a business win—it points to a shift in how beauty brands build loyalty, communicate values, and scale without losing their soul. Let’s take a closer look at what each brand brings to the table.
Founded by Hailey Bieber, together with Michael D. Ratner & Lauren Ratner, Rhode is the definition of less-is-more skincare—backed by performance, purpose, and a strong cultural presence. The brand launched with intentionally limited releases and quickly became known for its pared-back aesthetic, consciously-sourced ingredients, and a deep commitment to accessibility in beauty.
About the brand
Rhode is vegan, cruelty-free, gluten-free, and fragrance-free. Its mission goes beyond the skin, with initiatives like the Support for Moms Fund, a $1 million investment supporting organisations delivering guaranteed income and resources to new mothers and caregivers. The brand also pledges 1% of sales to dismantle barriers for women. Through it all, Rhode has built a loyal, global community—one that’s as passionate about skincare as it is about systemic change.
e.l.f. Beauty has long been a disruptor in the beauty space—championing accessibility, clean formulas, and a firm stance on cruelty-free practices. With affordable pricing and high-performance products, e.l.f. has earned the trust of Gen Z and millennials alike—while proving that ethics and innovation can go hand in hand.
About the brand
100% cruelty-free and a leader in ethical production, e.l.f. Beauty has partnered with Fair Trade USA™ to pioneer fair trade certification within the beauty industry. As of now, 85% of its product volume is produced in Fair Trade Certified™ facilities. Internally, the company reflects its values, with 74% of its leadership team identifying as women and 44% as racially diverse. Community, inclusion, and sustainability aren’t afterthoughts—they’re core to the brand’s DNA.
With Rhode now part of the e.l.f. family, the potential for growth, innovation, and expanded impact is huge. But what’s even more exciting is seeing two purpose-driven brands come together without losing sight of what made them special to begin with. With Hailey still in a creative leadership role, Rhode’s identity—and community—remains intact.
We’re excited to see how this acquisition will change the face of beauty.
