Rhode Cosmetics Was Just a $1B Power Move—Thanks to E.L.F.

Listen. I woke up ready to do my usual scroll-and-sip combo—check Instagram, maybe buy glazing milk, scroll some more, possibly buy barrier butter if payday’s been kind—and then boom. The internet slapped me awake: Rhode Cosmetics just got bought by E.L.F. for $1 billion. ONE. BILLION. Dollars.

I had to double-tap my own face just to make sure I wasn’t still dreaming under my barrier restore cream. My jaw? On the floor. My skincare shelf? Holding its breath.

I mean, I’ve been here from the start. I watched Rhode founder Hailey Bieber glaze herself into skincare history. I’ve gone full goblin mode refreshing my cart just to buy lip tint, and now E.L.F. owns the brand? The vibe shift is real, and I’m still processing.

Let’s unpack this mess (and yes, I’m still ordering their cleanser—don’t worry).

What Just Happened: E.L.F. Buys Rhode for $1 Billion

Here’s what we know: E.L.F. Beauty dropped a cool $600 million in cash and another $400 million in stock and incentives to acquire Hailey Bieber’s Rhode, a brand that's only been around since 2022 and is already making waves that most legacy brands would dream of.

We’re talking viral product drops, crazy waitlists, and a fanbase that could rival a K-pop group. Rhode’s net sales? Over $212 million. Their earned media value? A jaw-dropping $90 million. And let's not forget the sellouts—the peptide lip treatment that launched an army of glazed-lip selfies, their lip treatment that became a purse essential, and the barrier butter that people hoard like gold.

Fans were also obsessed with their lip shape, the infamous lush  blush, and the deeply moisturizing barrier restore cream. These aren’t just viral faves; they’re part of my daily skincare language. They help break beauty barriers by offering luxury finishes without the markup.

This wasn’t just another merger. It was a statement. E.L.F. said, “We're here to play big.” They saw an incredible opportunity and didn’t hesitate.

I’m a Fan—But I Have Questions

So yes, I love Rhode. I love the peptide lip tint, the pocket blush, the way my skin looks post-cleanser and my lips pop after lip tint in PBJ. But I also love Rhode because it felt fresh. Clean. Not your mama’s skincare. It was essential skin care, but cooler. It had attitude without being aggressive.

Now, I’m watching a fast growing brand go corporate, and I’m not gonna lie—there’s a tiny panic screaming in my head. Will I still be able to buy lip shape, or will that disappear into the beauty abyss? Is the glazing milk allure badge still going to mean something when I slap it on before brunch?

What about peptide lip shape and those beautifully sun flushed cheeks I worked so hard to master using their pocket blushes and tint duos? That smooth glow? I’m begging—don’t mess it up.

Rhode had this vibe—it felt intimate, niche, yet global. It was the brand you discovered and bragged about. And now that it's going big league, I hope it doesn’t lose that charm. I hope its beauty marks don’t get washed away in mass production. Rhode’s ability to make skincare feel fun, luxe, and reachable? It better stay.

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Hailey’s Still In Charge… Sorta

Here's the saving grace: Hailey isn't leaving. She'll remain Rhode's chief creative officer, overseeing creative and all the beautiful chaos that makes Rhode what it is. That means she’ll still be involved in product development, marketing direction, and yes, probably every single TikTok launch moment.

This role matters. A lot. It's what will hopefully keep Rhode's identity intact. Hailey's been the face, the mood board, and the creative pulse of the brand. Whether it's summer with Rhode campaigns or the muted, glazed branding, her touch is everywhere.

Plus, she’s now a strategic advisor within E.L.F.—which tells us they aren’t just buying her brand; they’re buying her vision. Lauren Ratner also remains active, ensuring the company’s combined companies run smoothly. And with leadership still committed to overseeing creative efforts, there’s hope that Rhode’s formulas will continue to reflect their original magic.

What Happens to Our Favorite Products?

If you’re like me, you’re thinking one thing: please, for the love of my dewy glow, don’t change the formulas.

From what we know, the products aren’t going anywhere. That means your holy grail peptide lip treatment, your blush, and the forever-in-my-bag pocket blush are here to stay. E.L.F. plans to not only keep these products but also invest in even more innovative products. So yes, your routine’s safe—for now.

More than that, this might actually mean more shades, better stock, and faster restocks. We might finally be able to buy lip treatment without setting calendar alerts. You’ll be able to snag buy the edit, buy the kit, and every buy cleanser you’ve been hoarding. Bring Rhode to your daily glam routine without panic attacks over stock notifications.

We’re talking multiple tubes of peptide lip tint coats, backup jars of barrier butter, and all the glazing milk your heart desires. Want to break beauty barriers with hybrid makeup that fits your vibe and values? Rhode and E.L.F. might actually deliver on that.

Global Glow-Up Incoming

Now here’s where things get exciting. With E.L.F.'s support, Rhode is set to go global—like, truly global. Think Canada, UK, France, Germany, Ireland, Italy and Spain. That's not just Rhode abroad and get; that’s Rhode on the map.

This brand, which already had big plans for distribution globally, can now enter major retailers and reach new markets. We’re talking expanded e-commerce, possible Sephora stores, and easier access to all your glazed dreams.

And let’s not pretend that doesn’t matter. Half the stress of loving Rhode has been the sellouts and shipping limitations. This deal? It solves that. People from the USA, Canada, UK, France—finally, everyone can bring Rhode home. The brand could additionally serve beauty lovers in hard-to-reach locations with consistency.

Clean Beauty, Still Beautiful

Another win: the brand’s clean beauty values are staying strong. Rhode's commitment to mindful skincare, its use of post consumer recycled materials, and its social impact work through the Rhode Futures Foundation Supports organizations aren't going away. In fact, they’re growing.

It’s not just about looking good anymore. It’s about doing good. Hailey Bieber’s Rhode is known for championing sustainability, recycling, and inclusive beauty. We’re seeing a shift toward skincare that doesn’t just serve your skin but your conscience too. Recycled materials we're committed to? Still happening.

This is beauty’s vision done right. Beautiful brand, sustainable mission.

Even influencers like jeannezh.eng peptide lip tint and xoxotsumi peptide lip tint are cheering on the change. The community loves how the creator wears peptide lip with confidence, showing off its hybrid makeup qualities.

The Bigger Picture

This isn’t just about one brand. It’s about what this deal says about the future of the beauty industry. Legacy beauty companies are no longer the only players. Influencer-founded brands with real product innovation and strong online communities are reshaping the space.

Hailey didn’t just build a brand; she created a cultural moment. And now, with the backing of a beauty powerhouse, she’s breaking more than just beauty barriers—she’s shifting the entire industry.

E.L.F. CEO Nick Vlahos called it right: this is a combination of two like minded disruptors. Together, they’re bringing Rhode’s ability to serve prestige accessible skincare to an even bigger audience. Rhode’s chief brand officer may not be announced yet, but the foundation has never looked stronger.

Final Glazed Thoughts

So, yes. I panicked. Hell, I doubted. I mentally wrote a eulogy for my beloved peptide lip treatment. But after seeing how this deal is structured—and knowing Hailey is still calling the creative shots—I’m honestly hopeful.

This could be the moment Rhode levels up without losing what makes it so good. Better stock. More accessibility. And if we get more shades of peptide lip tint or expanded blush collections? Count me in.

Until then, I’ll be over here, refreshing my cart, reapplying my pocket blush, stocking up on peptide glazing fluid, and trusting that Rhode 2.0 is going to be worth the billion-dollar buzz.

Welcome to Rhode, baby. Now go buy barrier butter, buy barrier butter 38.00, buy glazing milk 32.00, buy lip shape 24.00, buy lip treatment 18.00, buy cleanser 30.00, buy blush 24.00—and bring Rhode everywhere you go.

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