E.l.f. Beauty announced Wednesday it will acquire Hailey Bieber's three-year-old beauty company Rhode for $1 billion.

The deal would mark a shift in strategy and expand into the prestige beauty market as e.l.f. faces weak demand from mass market customers.

Model Hailey Bieber is selling her make-up brand Rhode to e.l.f. Beauty in a deal worth up to $1bn (£740m). The 28-year-old, ...

Rhode h launched in 2022 and gained popularity with TikTok viral products such as its $18 “peptide lip treatments.” ...

Beauty just announced it is acquiring Hailey Bieber's Rhode skin care line for $1 billion, a deal that's making waves in the ...