She had promised to revolutionize beauty, she has just turned up the rules. Two years after launching Rhode, his care and makeup brand, Hailey Bieber has just concluded a spectacular magnitudeevaluated at more than a billion dollars. An operation that propels her from glamorous influencer with formidable strategist into the hyperconcurrential universe of cosmetics.
But what intrigues as much as the amount is the identity of the buyer. Because it is neither a multinational luxury nor a conglomerate of tech beauty. No, it’s An actor that no one had seen comingto the antipodes of the licked universe of Rhode. An alliance as unexpected as it is strategic, which completely rebuilds market cards.
A success story born of Instagram
When Rhode was launched in June 2022, few professionals were betting on something other than an ephemeral buzz. But Hailey Bieber, strong of her millimeter image and his millions of subscribers, imposed a clear universe: minimalist care, licked packaging, a skinless speech without frozen. In less than a year, stock breaks have chained, creating a skillfully orchestrated commercial tension. According to estimates, the brand has generated almost $ 100 million in revenues in 2023.
What seduced Elf Beauty? This ability to Engage an ultra-targeted communitythat of young women connected, sensitive to viral aesthetics and simplified routines. For Tarang Amin, CEO of Elf Beauty, Rhode embodies a new generation of brands: agile, embodied, and capable of growing quickly without depending on traditional circuits. “Hailey has built a brand that resonates deeply with modern consumers,” he said in an official statement.
Elf Beauty muscle its image with a strategic buyout
Rhode buyback is part of a specific strategy: Elf wants to conquer the premium segmentwithout denying its general public roots. Known for its affordable prices and daring campaigns on Tiktok, the brand needed a new standard to win on the higher market ranges. With Rhode, she puts her hand on a growing gem, already cult on social networks, and carried by a natural prestige image.
The agreement provides that Hailey Bieber remains creative director of her branda strategic choice not to break the emotional DNA of the project. It therefore retains a key role, while leaving a solid industrial partner, capable of supporting global expansion.
This rapprochement comes as the beauty sector is experiencing rapid consolidation. In 2023, skin care sales increased by 13 % in the United States According to Nielseniq, with an explosion of brands founded by influential personalities. The phenomenon goes beyond simple marketing: it translates a Market recompositionwhere the credibility of a brand is based as much on its effectiveness as on its story.
A 1 billion deal that redefines the rules of the game
Behind the figures, it is a whole symbol that is essential: that of a star who is no longer only an ambassador, but a seasoned entrepreneur. At 27, Hailey Bieber enters the very limited circle of celebrities who managed to transform their notoriety into an economic empire. This redemption of $ 1 billion is placed alongside Kylie Jenner or Rihanna, but with a different strategy: that of discreet elegance and sleek luxury.
For Elf Beauty, the stake is clear: to establish yourself as a complete actorcapable of seducing both customers of supermarkets and those of the premium concept stores. Rhode becomes a bridgehead, a glamorous but profitable showcase, in a sector that requires both authenticity and scalability. And if this acquisition succeeds, it could well become A school case for all future “people” brands looking for credibility.
Photo credit: @Rhode
