How e.l.f.’s Rhode Acquisition Unlocks a Whole New Audience—and a PR Powerhouse
In the beauty world, yesterday’s announcement that e.l.f. Beauty is acquiring Hailey Bieber’s brand Rhode isn’t just a business deal—it’s a strategic communications masterstroke.
The move gives e.l.f. more than just access to a rising skincare line—it unlocks an entirely new social ecosystem. For a brand already celebrated for its culture-forward marketing, TikTok prowess, and edgy earned media stunts, acquiring Rhode means one thing: exponential expansion into Gen Z and Millennial micro-tribes it hadn’t yet captured.
Audience Synergy, Not Saturation
Despite both being darlings of digital beauty, Tubular Labs data reveals just how distinct these brands are in their social reach. On TikTok:
e.l.f. viewers overlap just 10% with Hailey Bieber’s personal following, and only 9% with Rhode’s audience.
That’s not a gap—it’s an open runway.
By combining e.l.f.’s established base with Rhode’s halo effect from Hailey Bieber, this acquisition is a rare opportunity where 1 + 1 could equal 3.
Powerful Momentum
e.l.f. is no stranger to momentum:
TikTok views surged from 293M (2023) to 326M (2024) and are already at 218M in 2025 (through May 27), on pace to shatter records.
Rhode, fueled by celebrity magic and minimalist chic, clocked 85M (2023), 325M (2024), and is also at 85M (2025) to date—showing loyal, surging fandom.
But while e.l.f. thrives on both paid and organic campaigns, Rhode’s growth has leaned almost entirely on authenticity and Hailey’s digital star power. Just look at sponsorships:
e.l.f.: 119 so far in 2025 across platforms, 260 in 2024.
Rhode: only 7 in 2025 (so far), 2 in 2024.
This gives communicators a dream scenario: e.l.f. can turbocharge Rhode’s content engine with its performance marketing infrastructure, while preserving the unpolished allure that makes Rhode so beloved. It’s a case study in brand integration without dilution.
The Communications Multiplier
This acquisition offers a treasure trove of earned media angles—from celebrity entrepreneurship and social strategy to retail innovation and influencer equity. PR pros should take note: this isn’t a brand buying followers—it’s a brand buying future cultural relevance.
Where It Goes From Here
With Hailey Bieber continuing to serve as the face of Rhode, and e.l.f.’s comms playbook driving new scale, the brands are poised to hit every algorithm and headline in 2025. Expect product collabs, campaign rollouts, and a whole new narrative around celebrity brands finding synergy with mission-led marketers.
