Rhode Targets Billion Dollar Revenue Milestone Following E.l.f. Acquisition
Hailey Bieber’s Rhode is accelerating toward a one billion dollar sales goal after being acquired by E.l.f. Beauty in a 2025 deal. According to WWD Beauty, the brand has surpassed five hundred million dollars in annual net sales as it leverages its parent company's logistics network to fuel a massive retail expansion across Europe and North America.
Context from Industry Pulse
The acquisition of Rhode by E.l.f. Beauty for one billion dollars in May 2025 has provided the smaller brand with the industrial scale necessary to compete globally. E.l.f. Beauty recently reported a fifty-one percent surge in its own quarterly net sales to over five hundred twenty million dollars, citing Rhode’s expansion as a primary growth driver. The synergy between E.l.f.’s mass-market distribution expertise and Rhode’s high-engagement celebrity prestige model allows for a unique dual-channel strategy. By utilizing nine facilities instead of two, Rhode can manage massive drop-style direct-to-consumer launches while simultaneously stocking nineteen international markets. This logistical backing is essential as the brand seeks to capture its large international social media following through physical retail.
The growth trajectory for the celebrity-founded label has steepened significantly since joining the E.l.f. Beauty portfolio. WWD Beauty reports that the brand generated two hundred twelve million dollars in the year before its acquisition, a figure that has more than doubled to over five hundred million dollars in the twelve-month period ending June 2026. This surge is largely attributed to a record-breaking entry into Sephora locations across nineteen European nations, marking a rare instance where European launch performance exceeded North American results for the retailer.
While retail partnerships drive massive visibility, the company maintains a robust direct-to-consumer operation. WWD Beauty highlights a recent sun-focused collection that generated twenty-seven million dollars in a single day, with a significant portion of buyers being new to the brand. This balance between physical retail and digital sales is supported by a vastly expanded logistics infrastructure. By integrating into the parent company network, the brand now utilizes nine distribution facilities compared to the two it operated as an independent entity.
Strategic product innovation remains central to the brand's identity under Bieber's creative direction. Recent successes have moved beyond traditional topical products into the wearable category, including viral phone cases and keychain accessories designed to hold cosmetics. A recent limited-edition collaboration involving mini blushes and accessories saw a waitlist of two hundred thousand people and nearly instant sell-outs, illustrating the high demand for the brand’s lifestyle-oriented aesthetic.
Looking ahead, the executive team plans a measured but global expansion. Despite its current scale, the brand is currently represented in only forty percent of global Sephora doors. WWD Beauty notes that seventy-four percent of the label's social media following is located outside the United States, providing a clear roadmap for future international scaling. The brand currently holds top-tier performance rankings in nearly every Sephora product segment where it competes, spanning lip care, skincare, and hybrid color categories.
The Industry Pulse Bottom Line
Rhode is successfully transitioning from a viral independent label to a global powerhouse. By leveraging E.l.f. Beauty’s infrastructure, the brand is scaling through strategic retail entries and lifestyle-driven product innovations to reach the one billion dollar sales milestone.