Hailey Bieber, model, entrepreneur, and wife of pop star Justin Bieber, has struck a landmark deal to sell her skincare and makeup brand Rhode to e.l.f. Beauty for up to $1 billion. The move marks one of the most significant beauty acquisitions in recent years, placing Rhode among the top tier of celebrity-founded cosmetics brands.
The Deal in Detail
- Acquirer: e.l.f. Beauty (short for eyes, lips, face)
- Valuation: Up to $1 billion
- Deal Structure:
- $800 million in cash and stock
- $200 million earn-out based on future sales milestones
- Closing: Expected later in 2025
Bieber, 28, will remain with the company as Chief Creative Officer, ensuring continuity in brand direction. Rhode’s other co-founders and executives will also continue in their current roles post-acquisition.
From Startup to Billion-Dollar Brand in 3 Years
Launched in 2022 and named after Hailey’s middle name, Rhode quickly became a viral success, especially on TikTok, with standout products like the peptide lip treatment and pocket blush. The brand racked up more than $200 million in net sales over the 12 months leading to March 2025.
It’s also on track to debut in Sephora stores across the U.S. and U.K., signaling a major retail expansion.
In her statement, Bieber called the deal “the next chapter” for Rhode and emphasized her excitement to scale globally through e.l.f.’s established distribution and innovation capabilities.
“Our partnership with e.l.f. Beauty marks an incredible opportunity to elevate and accelerate our ability to reach more of our community,” said Bieber in the announcement.
A New Era for Celebrity Beauty Brands– Hailey Bieber
Rhode joins a growing list of celebrity-founded beauty empires making waves in the market:
- Rihanna’s Fenty Beauty: Estimated at $2.8 billion (Forbes, 2024)
- Kylie Cosmetics: Sold 51% stake to Coty for $600 million (2020)
- Rare Beauty by Selena Gomez: Led her to the Bloomberg Billionaire Index
According to NielsenIQ, celebrity beauty brands collectively generated over $1 billion in sales in 2023 alone.
e.l.f. Sees “Rocketship Growth” Potential
Known for its affordable and trend-driven products, e.l.f. Beauty praised Rhode as a “beautiful brand” poised for exponential growth. With its global infrastructure and digital-first strategies, e.l.f. intends to supercharge Rhode’s visibility and distribution worldwide.
This acquisition reflects a growing trend: legacy and challenger beauty brands acquiring influencer- or celebrity-led companies to capitalize on cultural cachet, virality, and Gen Z appeal.
Key Takeaways:
- Rhode: Founded in 2022, viral success, $200M+ annual sales
- Deal: $800M upfront + $200M future incentives
- e.l.f. Vision: Rocketship growth through global expansion
- Retail: Soon to launch in Sephora US & UK
- Social Buzz: TikTok-fueled demand drives brand popularity
- Hailey Bieber: Joins elite club of celebrity beauty moguls
Hailey Bieber’s Rhode is not just a trend — it’s a triumph of digital-native branding, community engagement, and beauty innovation. With e.l.f. as its new engine, Rhode may very well become a global phenomenon in the next phase of beauty’s evolution.
