Hailey Bieber made headlines at the 2025 Met Gala on May 5, where she celebrated “Superfine: Tailoring Black Style” at the Metropolitan Museum of Art in New York. The event coincided with her recent announcement regarding her beauty brand, rhode, which has officially partnered with e.l.f. Beauty in a significant $1 billion deal.
In her post, Bieber stated, “When I launched @rhode in 2022, I always had big dreams for the company, and the most important thing to me is to keep bringing rhode to more spaces, places, and faces globally.” She used the moment to thank her team, as well as her community, for their steadfast support.
“Thank you for being the most supportive and for being on this journey, this next chapter is going to be even more incredible together! As I’ve said, this is only the beginning.” – Hailey Bieber
As per the deal, Bieber will take on the position of Chief Creative Officer for rhode. In addition to the above, he’ll serve as the Head of Innovation. This strategic move allows her to guide the brand’s direction while leveraging e.l.f. Beauty’s resources for wider market access. Tarang Amin, Chairman and CEO of e.l.f. Beauty, called rhode a great brand positioned for “rocketship growth.”
Amin remarked, “e.l.f. Beauty found a like-minded disruptor in rhode,” emphasizing the alignment of values between the two companies. He added that this partnership opens doors for “disruption and product innovation, setting the stage for transformative global expansion.”
The partnership is aimed at deepening and expanding Rhode’s products and services. It aims to shatter white beauty standards and reach a wider, more diverse audience. The brands share a strong emphasis on beauty innovation that speaks directly to consumers’ needs.
