Hailey Bieber Sells rhode in a Ground-Breaking Deal
Hailey Bieber is officially entering a new era as a front-runner and creative visionary in the beauty industry. The new age comes with the deal of the century and selling her skincare brand rhode to e.l.f. Beauty. The acquisition, reportedly valued at up to $1 billion, places Rhode among the upper echelon of celebrity-founded beauty brands. Thus, Hailey makes a major leap forward for the model-turned-entrepreneur.
So, founded in 2022 and named after her middle name, Rhode quickly became a Gen Z darling all due to its minimalist aesthetic, viral TikTok moments, and cult-favorite products. In just two years, the brand pulled in more than $200 million in net sales. Also, rhode managed to gain expansion into Sephora locations in both the U.S. and the U.K. on the horizon.
Hailey Bieber and The Biggest Deal of The rode
e.l.f. Beauty—short for “eyes, lips, face”—will pay $800 million in cash and stock upfront. Additionally, $200 million is contingent on future performance. The deal is expected to close later this year.
“This 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,” Bieber said in a statement. She’ll stay on as Chief Creative Officer while Rhode’s current leadership team remains in place.
The acquisition echoes a broader trend in celebrity-led beauty empires. Rihanna’s Fenty Beauty, Kylie Jenner’s Kylie Cosmetics, etc., have each transformed personal branding into billion-dollar enterprises. Celebrity beauty brands collectively topped $1 billion in sales in 2023, according to Nielsen IQ.
Hailey Bieber, 28, daughter of actor Stephen Baldwin and niece to Alec, William, and Daniel Baldwin, has carved out a distinct space in the beauty world. It extends far beyond her marriage to global pop star Justin Bieber. The couple welcomed their first child last year, and in a recent Vogue cover story, Hailey expressed her disbelief at how quickly Rhode took off. “In my wildest dreams, it’s already gone beyond what I would’ve hoped for,” she shared.
