By acquiring rhode, the young high-end skincare and makeup brand owned by the young model, wife of Justin Bieber and daughter of Stephen Baldwin, e.l.f is expanding its offering, which until now has focused on low-priced products. This is a strategic move, as the American group has mainly manufactured in China until now, and the tariffs imposed by the Trump administration could prove costly in its traditional market.
e.l.f. Beauty acquires rhode. The young premium skincare and makeup brand was successfully launched just three years ago by model Hailey Bieber, wife of singer Justin Bieber and daughter of actor Stephen Baldwin.
Under the terms of the agreement, the US group, which until now has positioned itself in the highly accessible beauty market, could pay up to $1 billion to acquire the young woman’s gem, which is clearly positioned at a higher end of the market than its previous brands.
One billion dollars
According to the transaction, which is still subject to regulatory approvals and is expected to close in the second quarter of fiscal year 2026, an amount of $800 million is payable at closing in cash and stock, subject to customary adjustments. An additional $200 million could then be paid if the brand’s future growth over a three-year period meets expectations.
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Featured photo: © Rhode
