Will e.l.f. Beauty’s Rhode deal make $1 billion the new brand acquisition standard?

By Alessandro Carrara | Published: 12-Jun-2025
Colour Cosmetics Finance

Rhode’s billion-dollar acquisition made headlines globally. But how will the deal affect smaller brands, without the backing of a celebrity, that are also looking to be acquired?

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The sale of Hailey Bieber’s beauty brand Rhode to e.l.f. Beauty is still ringing fresh for many, but its billion-dollar price tag remains as the most resounding aspect of this story. 

Although the ramifications of the sale to the fast beauty giant will not be immediately apparent, what is clear is that it already serves as a game-changing moment for the beauty industry. 

But what will this mean for the future of beauty acquisitions going forward, and will such hefty price tags become the industry standard?

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