Hailey Bieber Sells Rhode to e.l.f. Beauty in $1 Billion Deal
Hailey Bieber’s skincare line, Rhode, is getting a major boost—and a billion-dollar valuation. In a move shaking up the beauty industry, e.l.f. Beauty announced it will acquire Rhode in a deal worth up to $1 billion.
The deal includes $800 million in cash and stock, with another $200 million contingent on future performance. Bieber, who co-founded the brand in 2022 and named it after her middle name, will stay on as chief creative officer.
Rhode’s Meteoric Rise
Rhode’s popularity exploded online, driven by viral TikTok content around its pocket blush and peptide lip treatments. In just two years, the brand reported over $200 million in net sales (as of March 2025), with retail expansions to Sephora stores in both the U.S. and U.K. planned for later this year.
e.l.f. Beauty praised the brand’s momentum, calling Rhode “a beautiful brand ready for rocketship growth.”
Hailey’s Statement and Continued Role
In a social media post, Bieber called the acquisition the “next chapter” for Rhode. She emphasized that the partnership would expand their global reach and allow them to deliver more innovative products to fans worldwide.
“Our partnership with e.l.f. Beauty marks an incredible opportunity to elevate and accelerate our ability to reach more of our community,” she said.
Other co-founders and Rhode’s executive team will remain in place after the sale closes later this year.
A New Billionaire Beauty Queen
Bieber joins a growing list of celebrities dominating the beauty industry:
- Rihanna’s Fenty Beauty is worth nearly $3 billion, per Forbes.
- Kylie Jenner sold a majority stake in her cosmetics brand for $600 million in 2020.
- Selena Gomez’s Rare Beauty helped earn her a spot on Bloomberg’s billionaire index in 2023.
According to Nielsen IQ, celebrity beauty brands pulled in over $1 billion in sales in 2023 alone. Rhode is now firmly part of that elite group.
From Baldwin to Beauty Boss
Hailey Bieber, 28, is the daughter of actor Stephen Baldwin and part of the famous Baldwin family. Married to singer Justin Bieber, she recently welcomed her first child and appeared on the cover of Vogue ahead of the acquisition news.
Reflecting on Rhode’s rapid growth, she told Vogue:
“In my wildest dreams, it’s already gone beyond what I would’ve hoped for.”
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