Hailey Bieber’s Rhode Beauty Sells to e.l.f. in $1 Billion Deal
Hailey Bieber has officially joined the billion-dollar beauty club. Her viral skincare and makeup brand, Rhode, has been acquired by e.l.f. Beauty in a blockbuster deal worth up to $1 billion, marking one of the biggest celebrity beauty buyouts in recent years. The move underscores the skyrocketing value of influencer-led beauty lines — and puts Rhode in league with industry giants like Rihanna’s Fenty Beauty and Kylie Jenner’s Kylie Cosmetics.
Founded in 2022, Hailey Bieber’s Rhode gained popularity rapidly, thanks to TikTok virality, minimalist branding, and Hailey Bieber’s star power. In just under two years, the brand racked up over $200 million in net sales and developed a cult following for its peptide lip treatments, pocket blushes, and signature “glazed donut” skin aesthetic.
What’s in the Deal
e.l.f. Beauty — the affordable cosmetics powerhouse known for democratising high-quality products — is acquiring Hailey Bieber’s Rhode for $800 million in cash and stock, with an additional $200 million contingent upon future performance. The deal is expected to close later in 2025.
Calling Rhode “a beautiful brand that we believe is ready for rocketship growth,” e.l.f. said the acquisition would help expand the line’s distribution globally, including into Sephora stores in the U.S. and U.K.
Hailey Bieber, who will stay on as Chief Creative Officer, called the deal a “next chapter” for the brand. “This partnership with e.l.f. marks an incredible opportunity to elevate our reach and innovation,” she shared on social media.
Rhode’s founding team and current executives will remain in place, preserving the brand’s creative DNA and direct-to-consumer expertise.
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The Celebrity Beauty Boom Continues
Hailey Bieber is now firmly planted among a new generation of beauty moguls redefining the industry. Following the wildly successful playbook of Rihanna (Fenty), Kylie Jenner (Kylie Cosmetics), and Selena Gomez (Rare Beauty), Bieber transformed her personal aesthetic into a commercially potent brand — and she did it fast.
According to Nielsen IQ, celebrity beauty brands raked in over $1 billion in sales in 2023 alone. Hailey Bieber’s Rhode’s meteoric rise and subsequent acquisition only strengthen the trend: when celebrity-backed brands deliver both authenticity and product quality, the market responds.
A Surprise Billion-Dollar Dream
Speaking to Vogue before the deal was announced, Hailey Bieber admitted that even she hadn’t expected this level of success. “In my wildest dreams, it’s already gone beyond what I would’ve hoped for,” she said.
Now, with Rhode under the e.l.f. Beauty umbrella, Hailey Bieber isn’t just a model and influencer — she’s a billion-dollar brand builder.
