e.l.f. Beauty Acquires Rhode for $1 Billion as Skincare Growth Engine
Deals·1 article across 1 outlet
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e.l.f. Beauty, traditionally known for color cosmetics, is pivoting towards skincare as a key growth area. Since 2022, the company has launched an in-house skincare line and acquired two brands, including Hailey Bieber's Rhode for $1 billion in 2025.
This strategic shift highlights e.l.f. Beauty's commitment to expanding its skincare portfolio, indicating a significant evolution in its business model aimed at capturing a larger share of the skincare market.
e.l.f. BeautyRhodeHailey Bieber
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“While e.l.f. Beauty's roots are in color cosmetics, the company has recently focused on building its skincare portfolio: since 2022, its launched an in-house skincare line and acquired two other”
Bloomberg — e.l.f. Beauty Sees Skincare as Growth Engine