Hailey Bieber Breaks Silence on $1 Billion Deal with e.l.f Beauty
e.l.f. beauty has acquired Hailey Bieber's skincare company, Rhode, for $1 billion. In a press release obtained by People, Bieber announced that she will be the company's Chief Creative Officer and Head of Innovation.
“We can’t wait to bring rhode to more faces, places, and spaces. From day one, my vision for rhode has been to make essential skin care and hybrid makeup you can use every day," Bieber said.
"Just three years into this journey, our partnership with e.l.f. Beauty marks an incredible opportunity to elevate and accelerate our ability to reach more of our community with even more innovative products and widen our distribution globally."
At the end of her Instagram post, Bieber wrote, "As I’ve said, this is only the beginning."
Discussing her partnership with the e.l.f. team, Bieber told Vogue, "I could have gone to a table of suits (referencing brand suitors), but Elf Beauty’s partnership offering was different."
In a separate interview, e.l.f. Beauty CEO Tarang Amin described Bieber as "more than a celebrity," adding that her company grew to more than $212 million in net sales in less than three years. "I can think of no better brand that also aligns with our vision,” he concluded.
Looking ahead, the brand plans to create "a streamlined product assortment, calculated expansion into makeup and body care, performance-driven marketing, viral social media execution and selective retail partnerships," in the words of Vogue.
If Bieber made one thing clear, it’s that she has no plans to step away from the business—and she intends to stay deeply involved in creating what consumers are looking for.