Hailey Bieber has once again turned the beauty industry upside down. On May 28, it was announced that e.l.f. Beauty would acquire the entrepreneur’s eponymous brand, Rhode.
“e.l.f. Beauty found a like-minded disruptor in Rhode,” said e.l.f. Chairman and CEO, Tarang Amin, in a press release acquired by Marie Claire. “Rhode further diversifies our portfolio with a fast-growing brand that makes the best of prestige accessible. We are excited by Rhode’s ability to break beauty barriers, fully aligning with E.l.f. Beauty’s vision to create a different kind of company. Rhode is a beautiful brand that we believe is ready for rocket ship growth.”
