Hailey Bieber launched her skincare line, Rhode, just three years ago – but it’s just been announced that the model and mogul has sold the brand to beauty behemoth e.l.f. in a reported $1 billion deal.
From the lip glaze to the pineapple cleanser and new peptide lip shaper, Rhode’s products have earned the brand a cult fanbase. Now, the blockbuster acquisition by e.l.f – one of the biggest Gen Z conglomerates – is set to improve its global reach. “We can’t wait to bring Rhode to more faces, places, and spaces,” Bieber says in the announcement. “From day one, my vision for Rhode has been to make essential skin care and hybrid makeup you can use every day.”
