On Wednesday, May 28, news broke that elf Beauty had signed a $1 billion deal to acquire the brand.
According to a press release, Bieber, 28, will continue to serve as founder and as chief creative officer and head of innovation at Rhode, overseeing creative, product innovation, and marketing. She will also serve as a strategic advisor to the combined company.
The press release also noted that Rhode is the No. 1 skincare brand by earned media value in 2024, with year-over-year EMV growth of 367%.
“We can’t wait to bring Rhode to more people, more occasions, and more spaces. From day one, my vision for Rhode was to create an everyday must-have skincare and hybrid makeup,” Bieber said in a statement.
“Having just completed three years with Elf Beauty, this marks a great opportunity to elevate and accelerate our capabilities, reach more communities with more innovative products, and expand our global distribution.”
The entrepreneur added that she is looking forward to an “exciting new chapter” for the brand with co-founders Michael D. Ratner and Lauren Ratner, “who have helped me realize my vision from the beginning.”
Bieber also spoke to Allure about the news. “When you start a brand, you are very focused on what’s in front of you. Of course, you always have big dreams and goals. This is definitely one of those things that is coming to fruition. I never expected it to happen at this time.”
She also spoke about her decision to pair up with the Elf team, “The vibe is important!”
According to the press release, Tarang Amin, chairman and CEO of elf, said the brand “found like-minded disruptors in Rhode Island.”
“rhode is a fast-growing brand that further enriches our portfolio and makes luxury accessible,” Amin continued.
“We are excited about rhode’s ability to break down beauty barriers, which aligns perfectly with elf Beauty’s vision of building a different kind of company. rhode is a beautiful brand that we believe is poised for rocket-like growth.”
Ahead of Rhode’s launch in June 2022, Bieber, who previously went viral for her “glazed donut skin,” spoke to People about the idea of creating a holistic beauty company.
“It was really important to me that if I opened up the world of Rhode, everyone would be welcome,” she said. “Everyone is included. I want it to be accessible and within reach for everyone.”
She also told People: “What makes Rhode different is that we launch with a curated, edited collection of essentials—with the idea that everything is truly great value.”
The brand launches with three products: Peptide Shine Fluid, Barrier Repair Cream, and Peptide Lip Balm. Bieber later introduced makeup products such as blush and lip liner, but skincare remains at the core of Rhode.