The $1 Billion Influencer Effect: Hailey Bieber’s Rhode Acquired by e.l.f.—Because Vibes Matter
- Camille Roe S.
- May 29
- 3 min read
Updated: 1 day ago
Photo Courtesy of @rhode & @haileybieber
Hailey Bieber just did what few influencer-founders ever manage to pull off: exit at a billion-dollar valuation. And not with just anyone — e.l.f. Beauty, one of the most disruptive and fastest-growing players in the industry, just signed a $1 billion deal to acquire Rhode.
Now let’s unpack what this actually means — for Rhode, for e.l.f., and for the next wave of influencer-built brands and for us at Roe Magazine, most importantly that is...
From Cult to Conglomerate
Rhode was never just another celebrity brand. It was the blueprint. Born in 2022, the brand leaned fully into minimalism with main character energy — affordable, clinical-grade skincare that looked as good on your shelfie as it felt on your face. Bieber’s now-iconic "glazed donut skin" gave Gen Z their new beauty north star, and Rhode didn’t just ride the trend — it owned it.
The playbook was crystal clear:
Direct-to-consumer exclusivity
Strategic sellouts
Aesthetic-first branding
Heavy-hitter influencer collabs
A content engine that outperformed every major skincare brand in Earned Media Value in 2024 (+367% YoY)
It was small but loud. Intentional. Chic. And limited — until now that is.
So… Why e.l.f.?
On paper, e.l.f. might seem like an unexpected match. Known for its $6 concealers and dupe-powered dominance, e.l.f. has historically played in the mass beauty space. But that’s exactly what makes this acquisition so strategic.
Here’s why it works:
Speed-to-market operators — e.l.f. launches at lightning speed, making it the perfect home for Rhode’s innovation-focused roadmap.
A skincare expansion play — Rhode doubles down on e.l.f.’s commitment to skincare after its Naturium acquisition in 2023.
Prestige channel access — With Rhode’s upcoming Sephora launch, e.l.f. moves from drugstore disruptor to prestige player.
Gen Z dominance — e.l.f. already speaks Gen Z. Rhode is Gen Z. Together? They’re building the beauty engine of the next decade.
What Happens to Hailey?
Don't get dramatic now, she’s not going anywhere. Hailey Bieber will remain Rhode’s Founder and step into the roles of Chief Creative Officer and Head of Innovation, overseeing product, creative, and marketing — while also acting as a Strategic Advisor to the broader e.l.f. ecosystem.
In her own words:
“From day one, my vision for Rhode has been to make essential skin care and hybrid makeup you can use every day. This next chapter is all about scale — more faces, more places, more products.”
Her co-founders and CEO Nick Vlahos (formerly of The Honest Company) will stay in place. Translation? Rhode stays Rhode — but with way more fuel. Phew, right?
So… What Does This Signal for the Industry?
The $1B price tag isn’t just a win for Hailey, it’s a wake-up call for beauty at large.
Influencer brands can exit. Not every celeb-founded label is a vanity project. With the right community, product, and vision, there’s real longevity here.
Content drives commerce. Rhode didn’t rely on paid ads or massive retail deals at launch. It built value through virality, and it paid off.
Retail is the next step, not the starting point. Sephora is coming, but Rhode built trust online first. DTC wasn't a limitation; it was a loyalty machine.
Acquisition ≠ sellout. When done right, it’s scale without sacrifice. And Hailey made it clear: “Vibes matter.”
Final Thought:
This isn’t just a beauty deal. It’s a cultural shift. The age of the influencer-founded brand has officially entered its billion-dollar era — and Rhode is the proof that with vision, execution, and community, the ceiling is way higher than we thought.
Your move, everybody else.
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