e.l.f. Beauty welcomes rhode to its family at the New York Stock Exchange, Friday, Sept. 5, 2025.Hailey Bieber's cosmetics line Rhode is expected to increase E.l.f. Beauty's annual sales by $200 million this fiscal year, making the buzzy brand a critical growth driver for its new parent company, E.l.f. CEO Tarang Amin told CNBC Wednesday. E.l.f., which bought Rhode for$1 billion in a blockbuster deal earlier this year, finalized the acquisition in August. On an annual run rate basis, Rhode is expected to d ...