Is it true that the Rhode brand no longer belongs to Hailey Bieber? Then, what is Rhode fate in the hands of Elf beauty?

Hailey Bieber returned to conversation at beauty industry! Not because tendency as glass donut skin that he created, but because of his main stages in the making of commercial decisions. Yeah, beauty brand His, Rhode, was officially acquired by beauty company Famous is Elf Beauty. The agreement would have a value of 1 billion dollars or equivalent to 16 billions of rupees. Although it seems surprising and seems to leave brand What has created, but it turns out that Hailey always has an important role in sustainability brand Rhode, really. Curious, what happened behind sales between the two brand This? Consult the article, yes!

Read also: Collaborate with Oatside, Aeris Beauté launches a Blendie Bar with a creamy and delicious aroma!

This is the reason why Elf Beauty is interested in rhode

Rhode was launched for the first time in June 2022 and directly booming. The name “Rhode” itself is taken from the second name Hailey and successfully attracts attention Beauty passionate With a simple product, but has good quality. Some of the flagship products at the time were the glazing liquid for peptides, the barrier catering cream and the treatment of peptide lips. In fact, Hailey Bieber and Rhode were viral in Tiktok and the trends began to appear “glass donut skin“Which shows healthy skin and glowing Like shiny sugar donuts.

Within 11 days of the following launch, Rhode managed to record sales of $ 10 million. Of course, this is not a small number to brand new. Even more, beauty industry Also very competitive. Based on the report, Rhode also managed to receive the sales figure of $ 212 million which ended on March 31, 2025. With a series of achievements made, Rhode was considered a long -term potential, until large companies like Elf Beauty also watched

Read also: From Indonesia to Italy, Oasea presents its products in Cosmoprof Bologna 2025!

What is the acquisition agreement between Elf Beauty and Rhode?

In this acquisition contract, Elf will pay a total of $ 1 billion, made up of 800 million dollars in cash and shares, and $ 200 million in form spoil Or also also called if Rhode’s performance reaches the goal in the next three years. Hailey himself, who holds 51% of Rhode shares, should receive more than $ 500 million from this sale, you know. The number is fantastic, huh?

Interestingly, Hailey always plays the role of the director of creation and chief of innovation in Rhode. That is to say, he will direct brand in a creative way and maintain the quality and identity of its products. Thus, this agreement is not only “sale and purchase”, but rather towards strategic cooperation.

Read also: Glossier cooperated Katseye for the last frosting on the lips. Codée collaboration with Super Gen Z!

Why does Hailey Bieber sell Rhode?

Many wondered why Hailey sold brand-Men most loved by Beauty passionate? Hailey had the chance to talk about her dreams of continuing to bring rhode to more places, places and people around the world. Thus, during the meeting with Elf Beauty who has the same vision and the spirit, Hailey finally entrusted the company. Not only that, the president and chief executive officer of Elf Beauty, Tarang Amin, said that the Rhode had the ability to unravel barrier that exist in beauty industry, In harmony with the vision of elf beauty. He also thinks that Rhode will have extraordinary growth.

Yes, This is one of the big news on beauty industry recently! Thus, the sales of Rhode to Elf Beauty are not only stages of large enterprise, but it is a long -term strategy carried out by Hailey Bieber. More importantly, Hailey also has a role there to maintain the identity of Rhode to stay the same.

How do you certainly expect other surprises from Rhode and Elf Beauty, right?

Image: Dok. Rhode, fortune