e.l.f. Beauty Celebrates Major Acquisition of Hailey Bieber's rhode Brand for $1 Billion

e.l.f. Beauty Acquires Hailey Bieber’s rhode Brand

In an exciting turn of events in the beauty industry, e.l.f. Beauty, a well-known cosmetics brand listed on the New York Stock Exchange (NYSE: ELF), has successfully acquired the popular make-up line rhode, founded by social media sensation and celebrity Hailey Bieber. The total transaction is valued at a staggering $1 billion, marking a transformative moment in the company's journey.

On September 5th, 2025, e.l.f. Beauty honored this achievement by ringing the Opening Bell at the NYSE, symbolizing the incorporation of rhode into their growing family of brands. This acquisition reflects e.l.f. Beauty's commitment to expanding its product offerings while embracing the emerging trends and influencer-driven demand in the cosmetics market. With a unique portfolio that already includes an array of innovative cosmetics, e.l.f. is poised to leverage rhode's youthful and chic appeal to enhance its market presence further.

Hailey Bieber's rhode brand quickly gained popularity due to its refreshing take on beauty, promoting clean, high-quality products that resonate with fans of modern beauty standards. Founded with the intent to deliver intentional skincare and cosmetics products, rhode appeals to a demographic that seeks products free from unnecessary additives or harsh ingredients. This successful alignment with the current market demand’s shifts towards healthier, more transparent beauty solutions intrigues the business experts as it solidifies e.l.f.’s strategies in acquiring brands that focus on purpose-driven products.

As investors keep a close eye on the beauty sector’s growth, this acquisition comes during a time of market volatility. Recent reports from the NYSE revealed mixed activities in the stock market, with the S&P 500 closing at a record high just the day before. Moreover, the latest jobs report indicates a boost to the U.S. economy that added 75,000 jobs in August, raising hopes for a favorable interest rate decision from the Federal Reserve in the coming weeks. With these developments, e.l.f. Beauty's acquisition of rhode is likely to strengthen investor confidence in the company and its long-term growth potential.

e.l.f. Beauty's Chief Executive Officer expressed enthusiasm about bringing rhode on board, stating, "We are thrilled to welcome rhode to our family of brands. Together, we will harness the innovative spirit of both teams to continue enhancing the beauty experience for our consumers."

In light of this acquisition, experts predict that e.l.f. Beauty will continue to focus on expanding its online and retail presence, targeting a younger market demographic that is more attuned to social media and influencer culture.

As e.l.f. Beauty integrates rhode into its operations, the company may leverage Hailey Bieber’s immense following and credibility within the beauty space to launch successful marketing campaigns and product lines. By aligning the brand with e.l.f. Beauty’s mission to deliver high-quality beauty products at accessible prices, this acquisition is positioned to elevate both brands within the competitive market landscape.

Overall, the acquisition of rhode signals e.l.f. Beauty's resolute ambition for growth and innovation in the beauty industry, enhancing its diverse brand portfolio while catering to the rising demand for clean beauty products. The coming months will be pivotal as the beauty giant navigates this transition and unveils the next chapter for both e.l.f. and rhode, marking what could be a defining moment in contemporary beauty culture.