hailey bieber rhode elf beauty cosmetics.

E.l.f. Beauty has acquired Hailey Bieber’s Rhode beauty brand in a $1 billion deal. Bieber is a model and the wife of singer Justin Bieber. She launched Rhode, which is her middle name, as a skin care line in June 2022 and has since expanded the brand to include blushes, colored lip balms and lip liners. The brand is popular with young consumers and other fans of her fresh-faced, casual aesthetic. Under the terms of the agreement, Bieber will be Rhode’s chief creative officer and head of innovation, and also a strategic adviser to the combined companies.