The Internet’s Favourite Beauty Brand, Rhode, Just Got Snatched Up by E.l.f.
Billion dollar beauty
By Bianca Licina | 29th May 2025In a major beauty-world shakeup, Rhode, the minimalist skincare brand founded by Hailey Bieber, is officially joining forces with cosmetic giant e.l.f. Beauty.
The cult-fave label, best known for its glazed-doughnut aesthetic, cream blushes, and trendy phone cases, has been acquired in a deal reportedly worth up to $1 billion USD. Hailey’s staying put as the face and creative driver of the brand, taking on roles as Chief Creative Officer and Head of Innovation.
Since its launch in 2022, Rhode has managed to do what few celeb brands pull off: go viral and gain credibility. With skincare staples like the Peptide Lip Treatment and Glazing Milk flying off shelves (and dominating TikTok), it was only a matter of time before the big players took notice.
Enter e.l.f. Beauty – the affordable, high-performing beauty giant known for shaking up the industry with vegan, cruelty-free products and Gen Z-savvy branding. The acquisition marks a strategic move for e.l.f. as it expands deeper into skincare and taps into Rhode’s ultra-loyal, glow-obsessed audience.
What does this mean for Australia?
Currently, Rhode products aren’t officially available Down Under. The brand’s site doesn’t ship to Australia, and no third-party stockists like Sephora or Mecca carry it on their shelves.
However, e.l.f. Beauty has been expanding its global reach and has launched in Coles in Australia. With e.l.f.’s acquisition of Rhode, there’s potential for Rhode products to become more accessible to Australian consumers in the future (fingers crossed)
As for Hailey? She’s still steering the ship – just with a much bigger engine behind her now.
