When Hailey Bieber first launched Rhode in 2022, it was clear the brand was going to be big. The whole “glazed donut” skin look took over, the lip peptide treatments that fit into phone cases went viral, and the brand’s clean, minimal vibe felt like it was made for every Gen Z vanity. Rhode became more than products, it was an aesthetic.

TikTok videos featured it. Limited-edition drops sold out instantly. It was one of those rare brands that didn’t need to beg for attention; it just had it.

Fast forward to now, and Rhode just got bought by e.l.f. Beauty for $1 billion. And even if you’re not someone who knows your peptides from your serums, this news actually matters more than you might think.

How Rhode Went Viral

Image Credit: Rhode Skin from Wikimedia Commons

We all know celebrity brands don’t always work. But Rhode didn’t just survive the crowded skincare scene; it dominated. Hailey Bieber wasn’t just slapping her name on a label.

She curated every detail, from the product formulas to the Instagram grid. Rhode felt personal. Intentional. And most importantly? It worked.

With products that delivered actual results, affordable price points, and aesthetic packaging, Rhode quickly became a staple for teens and young adults who wanted clean beauty without spending $90 on a moisturizer.

The brand made over $200 million in sales in just three years, demonstrating the brand’s major success.

Take the Quiz: What’s Your Perfect Skincare Product for the 'Clean Girl' Look?

Take this quiz to discover the perfect skincare product for your “clean girl” routine!

What’s in the Deal

Image Credit: Tima Miroshnichenko from Pexels

e.l.f. Beauty is acquiring Rhode for $1 billion. $800 million up front in cash and stock, plus an extra $200 million if Rhode hits performance goals over the next few years.

Hailey’s not going anywhere. She’ll stay on as the Founder, Chief Creative Officer, and Head of Innovation, continuing to lead product development, branding, and marketing. She’ll also become a strategic advisor to e.l.f. Beauty, meaning she’ll have a voice in the bigger picture too.

Why e.l.f.?

Image Credit: Rosa Rafael from Unsplash

e.l.f. isn’t just some random company trying to hop on the skincare trend. They’ve been in this beauty and skincare industry for a while. They are known for making affordable, cruelty-free products that feel trendy, unlike your typical drugstore brands.

This deal benefits both e.l.f. and Rhode. e.l.f. gets the opportunity to break further into the beauty market, while Rhode gains the ability to grow through faster product launches, expand more, and better access to resources that make it more easily available to everyone.

Why This Deal Matters to Gen Z

Image Credit: Roch Lach from Pexels

It’s easy to think this is just a celebrity cashing in. But there’s actually more to it:

1. Gen Z Buying Power Is Real

This is evidence that Gen Z can build a billion-dollar empire if we rally behind something. Rhode didn’t do traditional ads. It became popularized by TikTok tutorials, Instagram unboxings, influencer collaborations, and GRWM videos.

It was built by community, not by commercials. They took into account our feedback or when we wanted something back in stock.

2. Better Accessibility

Thanks to e.l.f., Rhode is going to be more accessible. Instead of setting an alarm and waiting for new products to drop on the website, we may start to see Rhode at retailers like Target or Ulta. And with the e.l.f. collaboration, we can then try samples of things before having to buy them blind. This is a huge step toward making the brand more available for all.

The Takeaway

Image Credit: Sora Shimazaki from Pexels

Rhode’s billion-dollar moment isn’t just about Hailey Bieber getting another win. It’s about a brand that understood the assignment by creating clean, modern skincare that feels both luxurious and simple, and how that brand connected with an entire generation.

So whether you’re using Rhode or just someone watching the beauty industry evolve, here’s what you should know: our voices, our habits, our trends, they matter. And this deal truly shows that.

In other words: don’t underestimate Gen Z. We’re not just buying products. We’re building what’s next.