Hailey Bieber is selling her skincare brand Rhode to e.l.f. Beauty in a deal worth up to $1 billion (£740 million), marking one of the biggest celebrity beauty acquisitions in recent years.
The 28-year-old model, who is married to pop singer Justin Bieber, co-founded Rhode in 2022, naming it after her middle name. The brand, known for products such as blushes and lip tints, has seen rapid growth since its launch.
In the 12 months leading to March, Rhode generated over $200 million in net sales. Its popularity, driven largely by social media, has helped secure plans to launch in Sephora stores across the United States and United Kingdom later this year.
In a statement announcing the acquisition, e.l.f. Beauty described Rhode as “a beautiful brand that we believe is ready for rocketship growth.”
e.l.f., which stands for eyes, lips, and face, will pay $800 million in cash and stock, with a potential additional $200 million depending on future sales performance. The deal is expected to close later in 2025.
Hailey will remain with the company as chief creative officer. Other co-founders and current executives are also expected to stay on after the sale.
“Our partnership with e.l.f. Beauty marks an incredible opportunity to elevate and accelerate our ability to reach more of our community with even more innovative products and widen our distribution globally,” Hailey said in a business announcement.
Rhode has become a viral hit, especially on TikTok, where products such as its pocket blush and “peptide lip treatments” have gained significant attention.
Hailey joins a growing list of celebrities making waves in the beauty industry. Rihanna’s Fenty Beauty was valued at nearly $3 billion last year, according to Forbes.
Kylie Jenner sold a majority stake in her cosmetics line to Coty for $600 million in 2020, while Selena Gomez’s Rare Beauty helped land her on the Bloomberg Billionaire Index in 2023.
A Nielsen IQ report found that celebrity beauty brands generated over $1 billion in total sales last year alone.
Hailey, the daughter of actor Stephen Baldwin and niece to Alec, William, and Daniel Baldwin, welcomed her first child with Justin Bieber last year.
In an interview with Vogue ahead of the deal’s announcement, she reflected on Rhode’s unexpected success. “In my wildest dreams, it’s already gone beyond what I would’ve hoped for,” she said.
