You’ve probably seen the rumors swirling on TikTok or caught a headline that made you double-take while scrolling through your feed. It’s the kind of gossip that sets the beauty industry on fire: did e.l.f. buy Rhode? People are obsessed with this. Honestly, it makes sense why the internet is losing its mind over the possibility. You have e.l.f. Cosmetics, the absolute king of mass-market "dupes" and high-growth retail, and then you have Rhode, Hailey Bieber’s minimalist, "clean girl" skincare line that basically redefined how we think about peptide lip treatments.
But here is the short answer: No, e.l.f. Beauty has not purchased Rhode Skin.
As of early 2026, Rhode remains an independent, privately held company. Hailey Bieber is still the Creative Director and owner, and she hasn't handed over the keys to the e.l.f. kingdom just yet.
So, why does everyone think this happened?
The confusion usually stems from how e.l.f. operates. They are aggressive. They are fast. They love a good acquisition. After they swallowed up Naturium for $333 million in 2023, everyone started looking at the next logical target. Since Rhode and Naturium share some DNA in terms of being "ingredient-focused" and high-growth, the rumor mill just started spinning. But let's get into the weeds of why this merger hasn't happened—and why it might never happen.
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The Viral Rumor: Did e.l.f. Buy Rhode While We Weren't Looking?
Social media is a giant game of telephone. One person posts a "concept" video about what a collab would look like, and three days later, there are ten "news" accounts claiming the deal is sealed.
Actually, Rhode is doing incredibly well on its own. It doesn't need a parent company right now. Most startups look for an exit when they hit a plateau, but Rhode is still scaling. They’ve expanded into color cosmetics with their Peptide Lip Tints and the viral "Pocket Blush." They even launched in several international markets like Canada, the UK, and parts of Europe. When a brand is growing that fast, the founders usually want to hold onto that equity for as long as possible to maximize the eventual payout.
e.l.f. is definitely watching, though. They have a massive "war chest" of cash. They are looking to move away from just being the "cheap alternative" to being a serious powerhouse in the skincare world. Buying Naturium was the first step. Rhode would be a massive second step, but the price tag would be astronomical compared to what e.l.f. usually likes to spend.
Why the rumors feel so real
Sometimes the "vibe" of two companies just matches. e.l.f. has been leaning heavily into celebrity partnerships and high-production marketing—think Jennifer Coolidge or the Suits cast Super Bowl commercials. Rhode is celebrity marketing.
There's also the "dupe" factor. People often joke that if e.l.f. can’t buy a brand, they’ll just make a product that looks exactly like it for $8. We’ve seen it with the Halo Glow Liquid Filter and the Power Grip Primer. If you see a Rhode-style peptide lip treatment show up in the e.l.f. aisle at Target, don't be surprised. That's just the e.l.f. playbook. It doesn't mean a corporate merger occurred.
What e.l.f. Is Actually Buying (If Not Rhode)
If you're following the money, e.l.f. Beauty (ELF on the NYSE) is being very strategic. They aren't just buying every cool brand they see on Instagram. They want brands that have "skin-intellectual" credibility.
When they bought Naturium, they weren't just buying a logo. They were buying a loyal customer base that cares about clinical-grade ingredients. Rhode has that, too, but Rhode’s valuation is likely inflated by Hailey Bieber’s personal brand. That’s a risky investment for a public company. If Hailey decides she’s tired of the spotlight, does the brand value tank? That's a question e.l.f. shareholders would definitely ask.
The beauty business is cutthroat. Right now, Rhode is navigating the tricky transition from a "celebrity brand" to a "legacy brand." Think about the difference between Fenty Beauty and, say, some of the failed brands from the 2010s. Rhode wants to be Fenty.
Examining the Financials: Could e.l.f. Even Afford Rhode?
Let's talk numbers, but let's keep it real. e.l.f. is worth billions. They have the capital. However, Rhode’s revenue is estimated to be in the high tens of millions, if not breaking into the triple digits soon. In the world of beauty acquisitions, brands often sell for 3x to 5x their annual revenue.
If Rhode is pulling in $100 million a year, an acquisition price could easily be $500 million.
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- e.l.f. typically looks for brands that fill a specific hole in their portfolio.
- They want brands that have high margins.
- They look for "digital-first" companies.
Rhode fits all three. It’s almost too perfect, which is why the "did e.l.f. buy Rhode" question keeps popping up in investor meetings and TikTok comments alike. But for now, Rhode is keeping its independence. They are focused on the "Rhode house" pop-ups and expanding their barrier-restore cream line.
The Hailey Bieber Factor
You can't talk about Rhode without talking about Hailey. She isn't just a face; she’s deeply involved in the formulations. In interviews with Forbes and Wall Street Journal, she’s been clear about her desire to build something that lasts decades. Selling to a conglomerate like e.l.f. this early might feel like "selling out" before the brand has reached its full potential.
How to Spot a Real Acquisition in the Beauty World
When a deal actually happens, you won't hear it first from a random influencer. You’ll see it in a press release from PR Newswire or a filing with the SEC.
- SEC Filings: Since e.l.f. is a public company, they have to disclose major purchases.
- Official Instagram Statements: Usually, both brands will post a "Welcome to the family" graphic.
- Executive Changes: You’ll see e.l.f. executives moving over to the Rhode board.
None of that has happened. We are still in the "speculation" phase. Honestly, I think people just want to see what would happen if Rhode’s aesthetic met e.l.f.’s distribution power. Imagine being able to pick up a Rhode Glaze Milk at every CVS and Walgreens in the country. That's the dream, right? But for now, you still have to wait for those limited-edition drops on the Rhode website.
Why People Keep Getting This Wrong
The internet has a short memory. A few years ago, there was a legal battle between Rhode Skin and a clothing brand also named Rhode. People saw "Rhode" and "Lawsuit" and "Acquisition" in the same news cycle and got confused. Then, e.l.f. launched their "Suntouchable" line which felt very "clean girl," and the lines got blurred even further.
Also, e.l.f. has a history of being "the brand of the people." When they buy a company, they usually keep the quality high but make it more accessible. Fans of Rhode who are tired of shipping costs and "out of stock" notifications are likely hoping that e.l.f. buys them. It’s wishful thinking disguised as news.
Comparing the Two: e.l.f. vs. Rhode
If we look at their core philosophies, they are actually quite different.
e.l.f. is about "eyes, lips, face" for everyone. They want to be in every makeup bag in the world. They are loud, colorful, and fast-moving. They drop new products constantly.
Rhode is the opposite. It’s slow. They only have a handful of products. They focus on the "uniform"—a curated, small routine. This "intentionality" is what gives Rhode its luxury feel despite the relatively affordable price point ($20–$30 range). If e.l.f. bought them, there’s a fear they would "dilute" the brand by releasing 50 different scents or cheapening the packaging.
What’s Next for Rhode?
Instead of a buyout, look for more "collabs." Rhode recently did a partnership with Krispy Kreme for a strawberry donut lip treatment. That was genius. It got people talking without needing a corporate merger.
If Rhode does sell, it’s more likely they would go to a massive conglomerate like Estée Lauder or L'Oréal. Those companies have the "prestige" infrastructure to keep Rhode feeling like a luxury brand while scaling it globally. e.l.f. is amazing, but they are still seen as a "masstige" (mass-market meets prestige) player.
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Actionable Steps for Beauty Consumers
Since you now know that e.l.f. didn't buy Rhode, how should you navigate your shopping?
Don't fall for "dupe" scams.
A lot of brands (not just e.l.f.) are making products that look like the Rhode peptide lip treatment. While they might be cheaper, the formula is rarely the same. If you want the specific skin-benefiting peptides Rhode uses, you have to buy from them directly.
Watch the "Value" brands.
If you love the Rhode aesthetic but can't afford it, keep an eye on e.l.f.’s new skincare launches. They are clearly inspired by the "glazed" trend. You can get the look without the $25 price tag by using e.l.f.'s hydrating serums and oils.
Check the label.
If you ever aren't sure if a brand has been bought out, look at the back of the box. It will say "Dist. by [Parent Company Name]." For now, Rhode boxes still say Rhode Lab.
Follow the money.
If you're an investor or just a business nerd, keep an eye on e.l.f.'s quarterly earnings calls. They always mention if they are looking for new acquisitions. If Rhode's name ever officially comes up, that's when you'll know the rumors have finally become reality.
For now, keep your Rhode Peptide Glaze and your e.l.f. Power Grip Primer in separate categories. They’re both winning the beauty game, just on different teams.
Next Steps for You
- Check your recent skincare purchases for "Dist. by" labels to see which conglomerates own your favorite "independent" brands.
- Compare the ingredient lists of e.l.f.’s newest hydrating products against Rhode’s Barrier Restore Cream to see how close the "dupes" actually are.
- Monitor official business news outlets like Business of Fashion or WWD for verified acquisition announcements rather than relying on social media rumors.