When Done Right, Creator Brands Don’t Just Make Noise, They Make Generational Wealth.
From Creator to Conglomerate: What the $1B Rhode x e.l.f. Deal Really Means
In an era where “influencer brands” are often met with skepticism, Hailey Bieber’s Rhode just secured a billion-dollar validation.
e.l.f. Beauty is acquiring Rhode in a deal valued at $1B.
Let’s pause on that.
This is a brand launched less than three years ago.
Built off the back of Hailey’s influence? Sure.
But what really drove this exit was execution. Focus. Product integrity. Community.
And the numbers tell the story.
$212M in net sales expected for FY25
$91M EBITDA
DTC-led with plans to expand across Sephora in North America and the UK
Operated with lean efficiency and consistent product drops
This isn’t just a win for Hailey. It’s a signal to operators, investors, and creators:
Done right, creator-led brands don’t just hold cultural cachet — they hold serious enterprise value.
Why this deal matters:
It validates the creator-led business model.
We’ve seen too many celebrity beauty brands launch with heavy fanfare and no real follow-through. Rhode is different, it was built around a tight product range, intentional branding, and real consumer trust.e.l.f. bought a cultural engine.
Rhode brings a younger, Gen Z-aligned audience. It brings Hailey’s storytelling power. And most importantly — it brings a digitally-native, profitable engine into an already fast-growing portfolio.This raises the bar.
No longer is it enough to slap a famous face on a bottle. Consumers want value. Investors want margin. Retailers want velocity. Rhode delivered all three.
My take?
We’re entering the era of the new conglomerates: leaner, faster, digital-first portfolios built around talent, tech, and taste.
And for those of us building or backing creator-led brands, this deal is proof we’re not just playing the visibility game.
We’re playing the value game.
And the exit game.
And increasingly, we’re winning.
The lesson:
- Influence is nothing without execution.
- Execution is everything with influence.
Let’s stop dismissing creator brands and start studying the ones that are doing it right.
Keep Building
David