The Cosmetics ELF (Eyes, Lips, Face) brand is acquiring Rhode de Hailey Bieber, the skin care brand the model and the entrepreneur launched in 2022. The agreement is worth $ 1 billion, according to a press release.
“We cannot wait to take Rhode to more faces and spaces. From the first day, my vision for Rhode has been to make the essential care of the skin and hybrid makeup can every day,” said Bieber, in a statement. “Only three years after this trip, our association with Once Beauty marks an incredible opportunity to raise and accelerate our ability to reach more of our community with even more innovative products and expand our distribution worldwide.”
Related: Meet the dermatologist behind Rhode, the successful skin care mark of Hailey Bieber
Rhode sells a selection of skin care products (toner, moisturizer, lip peptides) with the aim of making “one of everything really good.” She associated with Beautystat Ron Robinson’s businesswoman and chemistry and dermatologist Dr. Dhaval Bhanusali to help with formulations.
“Eleven beauty found a disruptor of related ideas in Rhode,” said President and CEO of Elf, Tarang Amin, in a statement. “Rhode further diversifies our portfolio with a fast -growing brand that makes the best prestige accessible. We are excited about Rhode’s ability to break the beauty barriers, completely aligning with the vision of Once Beauty to create a different child of the company.”
“Rhode is a beautiful brand that we believe is ready for rocket growth,” Amin added.
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Rhode reported $ 212 million in net sales in the 12 months finished on March 31, 2025, and plans to launch in Sephora through North America and the United Kingdom before the end of the year, according to the statement.
Bieber said he is entering an “expanded role of the creative director and head of innovation.”
Rhode was the no. 1 skin care brand in the value of the media won in 2024, which represents 367% Growth of EMV year after year, according to the launch.
Once Cosmetics was founded in 2004 (originally everything was only $ 1!) And has reported 23 consecutive growth quarters.
The sale has been approved by the Board of Directors of Beauty Elf, according to the statement.
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The Cosmetics ELF (Eyes, Lips, Face) brand is acquiring Rhode de Hailey Bieber, the skin care brand the model and the entrepreneur launched in 2022. The agreement is worth $ 1 billion, according to a press release.
“We cannot wait to take Rhode to more faces and spaces. From the first day, my vision for Rhode has been to make the essential care of the skin and hybrid makeup can every day,” said Bieber, in a statement. “Only three years after this trip, our association with Once Beauty marks an incredible opportunity to raise and accelerate our ability to reach more of our community with even more innovative products and expand our distribution worldwide.”
