The acquisition of Hailey Bieber‘s brand, Rhode, by E.l.f. Beauty drove $20 million in media impact value for the brand within just 48 hours, according to a new report from Launchmetrics. MIV is a proprietary metric that assigns an actual monetary value to marketing strategies across print, online and social media to calculate return on investment.

Announced on May 28, the $1 billion deal marked the biggest to date for E.l.f., but not its first founder-led acquisition. The beauty conglomerate acquired Susan Yara’s Naturium in 2023 and Alicia Keys’ Keys Soulcare in 2020. This was a key factor in Bieber’s decision to sell to E.l.f., though the move as a whole wasn’t a total surprise considering she’d hired JP Morgan and Moelis to explore options.

“They support founders, they want to help push the founders’ vision and get behind them. That’s where we are with Rhode, and I’m ready to get to the next place,” Bieber said of E.l.f. in an interview with WWD at the time. “This is my baby, and to find a home for it is really not an easy process — it’s very scary. When I met the E.l.f. team, we had a lot of similarities when it came to the importance of community and team building.”

According to Launchmetrics, Rhode also succeeded with the recent release of its new campaign featuring “Babygirl” star Harris Dickinson. The actor was named as Rhode‘s first male ambassador on Monday, signaling the company’s move into the male skin care market. The campaign, which saw the 28-year-old actor pose in a series of achromatic photos with the brand’s new Glazing Mist, generated $1.1 million in MIV within two days.

“I watched [‘Babygirl’] and I thought it was so great. I knew for this campaign that I really, really wanted to use a male face. I’m just really a fan of his work and I just felt like there could be really good synergy between him and Rhode. I think that was definitely showcased in this campaign,” Bieber said.

E.l.f. plans to expand Rhode internationally, starting with its official launch into Sephora stores and online in the U.S. and Canada this fall. “More places, more faces,” said Bieber, who will be stepping into two new roles: chief creative officer and head of innovation. She will also be moving into the position of strategic adviser for E.l.f.

Rhode joined the beauty lexicon in 2022 with a slim stock of just three products: Peptide Glazing Fluid, Barrier Restore Cream and Peptide Lip Treatment. Since then, the line has expanded to include wide shade ranges of cream pocket blushes and lip contours. At the end of 2024, Rhode was the top skin care brand by earned media value, jumping 367 percent from 2023.