Hailey Bieber Sells Rhode Skincare Brand to e.l.f. Beauty in $1 Billion Deal
Model and entrepreneur Hailey Bieber has struck a major business deal, selling her skincare brand, Rhode, to beauty giant e.l.f. Beauty in a transaction valued at up to $1 billion.
Founded in 2022 and named after her middle name, Rhode has grown rapidly since its launch, driven by social media buzz and the popularity of its viral products such as lip treatments and blushes. The brand reported over $200 million in net sales in the 12 months leading up to March and is preparing to roll out its offerings in Sephora stores across the U.S. and U.K.
e.l.f. Beauty, known for its affordable and trend-driven products, is acquiring Rhode for $800 million in cash and stock, with an additional $200 million contingent on future performance.
Bieber will remain actively involved in the brand as Chief Creative Officer, while the existing leadership team stays on to manage daily operations. Announcing the acquisition, e.l.f. Beauty described Rhode as “a beautiful brand that we believe is ready for rocketship growth.”
Reacting to the milestone, Bieber described the acquisition as “the next chapter” for Rhode, stating that the partnership would help expand the brand’s global reach and accelerate innovation.
Rhode’s success places Bieber alongside other celebrities who have built lucrative beauty empires, including Rihanna, Kylie Jenner, and Selena Gomez. According to Nielsen IQ, celebrity beauty brands collectively generated over $1 billion in sales in 2023.
Bieber, 28, is married to pop star Justin Bieber and recently welcomed her first child. In a Vogue interview published ahead of the announcement, she admitted Rhode’s rapid rise exceeded her expectations. “In my wildest dreams, it’s already gone beyond what I would’ve hoped for,” she said.
