The acquisition aims to build on both brands’ reputations as disruptors in the beauty space, accelerating global expansion and strengthening e.l.f. Beauty’s portfolio with a foothold in the prestige segment.

The agreement included $800 million in cash and stock payable at closing, with an additional $200 million earnout tied to rhode’s performance over a three-year period.

Announcing the deal, e.l.f. Beauty Chairman and CEO, Tarang Amin, commented: “e.l.f. Beauty found a like-minded disruptor in rhode. 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 rocketship growth.”

rhode launched with a skincare-first approach and quickly became known for multitasking products based on Bieber’s personal philosophy: “one of everything really good.” The brand’s aesthetic, product performance, and community-driven marketing enabled it to double its customer base in the past year, achieving $212 million in net sales for the 12 months ending 31st March 2025.

Bieber will remain Founder and take on a newly expanded role as Chief Creative Officer and Head of Innovation, overseeing the brand’s creative direction, marketing, and product development. She will also serve as a Strategic Advisor to the combined companies.

Reflecting on the acquisition, Bieber said: “We can’t wait to bring rhode to more faces, places, and spaces. From day one, my vision for rhode has been to make essential skin care and hybrid makeup you can use every day. Just three years into this journey, our partnership with e.l.f. Beauty marks an incredible opportunity to elevate and accelerate our ability to reach more of our community with even more innovative products and widen our distribution globally. As I continue as Founder and step into an expanded role of Chief Creative Officer and Head of Innovation, I look forward to leading the brand into this exciting new chapter of possibilities alongside my Co-Founders Michael D. Ratner and Lauren Ratner, who have helped bring my vision to life from the start.”

rhode’s growing digital presence, coupled with its pending in-store debut at Sephora locations across North America and the UK, positioned the brand as a key growth driver for e.l.f. Beauty’s push into prestige retail. Bieber’s influence also helped rhode become the top-ranked skincare brand in Earned Media Value in 2024, with a 367% year-on-year increase.

Co-Founder Michael D. Ratner will continue as Co-Executive Chairman, while Lauren Ratner remains President and Chief Brand Officer. The leadership team, including CEO Nick Vlahos, will remain in place and continue operating from the brand’s Los Angeles office.

The acquisition followed e.l.f. Beauty’s expansion strategy, which has included the launch of e.l.f. SKIN and the acquisition of Naturium in 2023. e.l.f. Cosmetics, founded in 2004, currently holds the No. 1 spot in units sold across US cosmetics and ranks No. 2 in dollar share.

The rhode deal extended e.l.f. Beauty’s reach into prestige beauty and opened new retail channels, such as Sephora, in line with the company’s continued evolution into a multi-brand beauty powerhouse.

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