Why e.l.f. Beauty’s Rhode Acquisition Is a TikTok Game Changer

On Wednesday, e.l.f. Beauty announced plans to acquire Hailey Bieber’s fast-growing beauty brand, Rhode. This acquisition brings together two social powerhouse beauty brands but interestingly, the brands’ audiences don’t overlap on social as much one may assume, presenting an enticing opportunity for both brands. Data from Tubular Labs shows:

• On TikTok, Hailey Bieber and Rhode only have 10% and 9% audience overlap, respectively, with e.l.f.
• e.l.f. on TikTok: 293 million views in 2023, 326 million in 2024, 218 million (through May 27) in 2025 already (putting the brand on track to beat last year’s numbers)
• Rhode on TikTok: 85 million views in 2023, 325 million in 2024, 85 million (through May 27) in 2025 already

With such low audience overlap on TikTok with Hailey Bieber and Rhode, e.l.f. Beauty has a significant opportunity to tap into new audiences to grow even more. As the acquisition advances, it will be exciting to watch how these two brands, ruling the social scene, reshape the beauty landscape.

@rhode see you at @sephora this fall and @sephoracanada and @Sephora UK ♬ Classic Jazz Music - bitchbaby