The e.l.f Beauty – Rhode billion-dollar deal redefines the power of female founders, signalling a new era for intentional, Gen Z–led innovation in the global beauty industry.
With e.l.f. Beauty’s $1 billion acquisition of Rhode, the minimalist skincare brand founded by Hailey Bieber, the beauty industry is witnessing one of the most significant exits for a woman-led beauty brand in recent history.
In a statement to The Business of Beauty, Hailey Bieber expressed her vision clearly:
“From day one, my vision for Rhode has been to make essential skincare and hybrid makeup you can use every day. 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.”
The power of women in beauty
The Rhode – e.l.f. deal isn’t just about profit. It’s a validation of the values that women in beauty have long championed: intentionality, innovation, and community. Rhode’s journey reflects that of other iconic female-led brands. The sale of Charlotte Tilbury to Puig and Rihanna’s Fenty Beauty-LVMH collaboration reflect creativity and commerce on a global scale.
It also reinforces a powerful truth: young women with influence and authenticity are no longer just trendsetters. These women are rewriting the infrastructure of the beauty industry. Bieber’s ability to craft a brand with a tight product range, digital-first storytelling, and deep consumer engagement shows how transparency and connection now define success.
What makes this moment even more striking is Bieber’s clarity on creative control. Hailey Bieber is stepping up to take on a more hands-on role as Chief Creative Officer and Head of Innovation. “I found a like-minded disruptor with a vision to be a different kind of company,” she added, “that believes in big ideas and innovation in the same way that I do.”
What Hailey Bieber Rhode’s deal means for the beauty industry
Marie Claire Nigeria’s commitment is spotlighting the voices of African women, and this milestone is a bold reminder of what’s possible when women are empowered to build. Around the world, although Black-owned and African-led beauty brands are innovating in texture, tone, and cultural relevance, they remain underfunded. This moment is a call to champion more women shaping the future of beauty with purpose and power globally.
With Hailey Bieber, her billion-dollar deal with e.l.f. Beauty invites the industry to rethink how it defines success, innovation, and long-term impact. “When I launched Rhode in 2022, I always had big dreams for the company,” she shared in an Instagram post. “The most important thing to me is to keep bringing Rhode to more spaces, places, and faces globally.”
For a generation of women founders, this move affirms that longevity, leadership, and ownership can thrive together. It reinforces our beliefs: when women build with intention, the results are nothing short of industry-shifting.
Congratulations to the Rhode team and every founder building a brand. May this be the beginning of a more expansive, equitable era in beauty.
