Rhode Acquired by e.l.f. Beauty in $1 Billion Deal — What It Means for Rhode in Pakistan

Hailey Bieber's skincare brand Rhode has been acquired by e.l.f. Beauty in a deal reported to be worth around $1 billion — one of the biggest acquisitions in the beauty industry this year. e.l.f. Beauty is paying $800 million upfront, with a further $200 million tied to the brand's growth over the next three years. Hailey Bieber is not stepping away — she remains Rhode's founder and will take on the role of Chief Creative Officer and Head of Innovation across the combined business.

What Is Rhode and Why Is It So Popular

Rhode launched in June 2022 with a tight, minimalist lineup built around the idea that skincare should feel simple rather than overwhelming. Rather than launching dozens of products at once, the brand stuck to a handful of genuinely effective formulas — most famously the Glazing Milk, a hydrating essence credited with popularising the entire "glazed skin" and "glass skin" trend globally. Rhode has consistently sold out of products since launch, driven by Hailey Bieber's cultural influence and a product philosophy that prioritises skin barrier health over aggressive routines.

Rhode Products Available in Pakistan

Beauty Icon stocks Rhode products imported directly and 100% original. The Rhode Glazing Milk Hydrating Essence 124ml (PKR 14,000) is the product that started it all — a lightweight, hydrating essence that gives skin the dewy, glazed-donut glow the brand is known for. The Rhode Pocket Blush (PKR 10,500) is the brand's viral cream blush, designed as a compact, blendable formula in shades personally favoured by Hailey Bieber — small enough to carry anywhere, buildable enough for a natural everyday flush.

What the e.l.f. Acquisition Means Going Forward

For Rhode customers, an acquisition by e.l.f. Beauty is a meaningful vote of confidence rather than a concerning sign. e.l.f. Beauty has built its reputation on scaling accessible, well-formulated beauty brands without compromising product quality — the same company behind e.l.f. Cosmetics, which Beauty Icon also stocks as 100% original imported makeup. With backing from an established beauty powerhouse, Rhode is well positioned to expand its product range and improve availability globally, including for international markets like Pakistan where demand for the brand has been steadily growing.

Is Rhode Available in Pakistan?

Yes. Rhode is not officially distributed in Pakistan through any local retail channel, which makes Beauty Icon one of the few reliable sources for genuinely original Rhode products in the country. Every Rhode product at Beauty Icon is imported directly, with a 100% authenticity guarantee and fast delivery to Karachi, Lahore, Islamabad, Rawalpindi, and Peshawar.