Hailey Bieber’s beauty empire sold for $1 billion—and yep, you read that right. The model, entrepreneur, and skincare mogul just closed one of the biggest beauty deals of the decade. Her brand, Rhode, has officially been acquired by e.l.f. Beauty, a move that solidifies both Hailey’s place in the entrepreneurial hall of fame and e.l.f.’s growing dominance in the cosmetics and skincare world.
This acquisition isn’t just a major milestone for Hailey—it’s a wake-up call for the entire beauty industry. Bieber launched Rhode in 2022, and in just three years, turned it from a buzzy celebrity start-up into a prestige brand recognized for clean ingredients, viral products, and serious sales. With this purchase, e.l.f. Beauty—best known for its affordable drugstore offerings—just put a ring on prestige skincare, and it’s a match that could shake up the global market.
Hailey Bieber’s Beauty Empire Sold for $1 Billion
| Topic | Details |
|---|---|
| Acquirer | e.l.f. Beauty |
| Acquisition Target | Rhode Skin (Founded by Hailey Bieber) |
| Acquisition Value | $1 billion (includes $200M performance-based earn-out) |
| Immediate Payment | $800 million ($600M in cash, $200M in e.l.f. stock) |
| Rhode FY2025 Sales | $212 million (net sales) |
| Hailey Bieber’s Role | Chief Creative Officer + Strategic Advisor to e.l.f. |
| Keyword Focus | Hailey Bieber beauty brand, Rhode skincare sale, e.l.f. Beauty acquisition, celebrity skincare deal |
Hailey Bieber just turned a three-year-old skincare line into a billion-dollar empire. With e.l.f. Beauty behind her, Rhode is now positioned to scale like never before—globally, sustainably, and with the same heart that made it a cult favorite.
This deal is a lesson in building with intention, aligning with purpose, and knowing when to take your shot. Hailey didn’t just cash out—she leveled up.
The Backstory — How Rhode Became a $1 Billion Brand
Hailey Bieber might be known for walking red carpets, but her journey with Rhode shows she’s just as comfortable walking the path of a serious entrepreneur. When she launched the skincare line in June 2022, many rolled their eyes at yet another celebrity product drop. But Rhode was different.
The name “Rhode”—her middle name—added a personal touch. From day one, Bieber emphasized her mission: “To make essential skincare and hybrid makeup you can use every day.” She wasn’t just slapping her face on packaging—she was testing formulas, working with labs, and obsessing over textures, performance, and user feedback.
Rhode’s initial product line was tiny but mighty. The Glazing Fluid, Peptide Lip Treatment, and Barrier Restore Cream were developed as multipurpose staples that aimed to hydrate, restore, and glow-up your skin. These products weren’t cheap, but they weren’t luxury-priced either—they sat comfortably in the “affordable prestige” space, which made them an instant hit.
Sales were explosive. Products sold out in minutes. TikTok and Instagram became Rhode’s unofficial PR team. The term “glazed donut skin”—popularized by Hailey herself—became a viral phenomenon and a marketing masterstroke.
By the end of 2023, Rhode was shipping to multiple international markets, launching seasonal flavors, expanding product lines, and becoming a key player in the skinimalism trend. All signs pointed toward long-term success.
Why e.l.f. Beauty Made the Deal
e.l.f. Beauty is no stranger to making smart, disruptive moves. Over the last decade, the brand transformed itself from a budget beauty player to a digital-first, culturally aware powerhouse. They’ve outperformed competitors by staying nimble, building community, and launching hit after hit through viral marketing and influencer collaborations.
The Rhode acquisition was strategic for several reasons:
- It gave e.l.f. access to prestige skincare—a space they’ve long been eyeing.
- It added a globally beloved brand to their portfolio with built-in momentum.
- It brought Hailey Bieber’s credibility and influence into the e.l.f. orbit.
“This isn’t just about buying a brand,” said e.l.f. CEO Tarang Amin. “This is about investing in a visionary founder and her team. We believe in Rhode’s ability to grow exponentially under our roof.”
Breaking Down the Deal
This wasn’t just a billion-dollar wire transfer. The structure of the acquisition reflects e.l.f.’s desire to keep Hailey and her leadership team involved:
- $600 million in cash upfront.
- $200 million in e.l.f. stock.
- $200 million earn-out tied to Rhode’s performance over the next three years.
Hailey will stay on as Chief Creative Officer and Head of Innovation, guiding product launches and branding. She’ll also sit as a strategic advisor to e.l.f.’s leadership, ensuring that Rhode’s DNA isn’t diluted.
Rhode’s supply chain, centered across the U.S., Europe, and Asia (excluding China), offers e.l.f. a global manufacturing footprint that’s agile, diversified, and less exposed to tariffs or geopolitical instability. The emphasis on sustainability and clean ingredients also aligns with e.l.f.’s own ESG initiatives.
The Bigger Picture — Celebrity Brands That Changed the Game
This isn’t the first time a celebrity brand made headlines for a massive valuation. But it might be one of the fastest success stories in recent memory.
- Kylie Cosmetics: Sold a majority stake to Coty for $600M, but struggled with growth afterward.
- Fenty Beauty: Rihanna’s brand, backed by LVMH, is valued at over $2.8 billion.
- Rare Beauty: Selena Gomez’s line continues to soar, with estimates pointing toward $500M+ in annual sales.
What makes Rhode different is its skincare-first approach. While most celebrity brands launch with lip kits or eyeshadow palettes, Rhode leaned into barrier care, hydration, and glow-enhancing actives.
Hailey’s own struggles with skin—she’s spoken openly about perioral dermatitis—added authenticity. She wasn’t just making another face cream; she was creating something she needed.
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Strategic Takeaways for Entrepreneurs
There’s more to this than celebrity and cash. Here are a few practical lessons from the Rhode playbook:
1. Nail Your Brand Voice Early
Rhode knew exactly who it was from day one: minimalist, skin-focused, clinical-meets-cool. That clarity created instant trust.
2. Go Deep, Not Wide
Instead of launching 50 SKUs, Rhode focused on 3–5 that it perfected. Mastery beats menu.
3. Make Social Your Megaphone
Rhode’s marketing strategy leaned into platforms like TikTok and Instagram, where they let customers and influencers drive the buzz.
4. Choose Long-Term Partners
Instead of selling to the highest bidder, Hailey chose a partner in e.l.f. that aligned with her values and offered synergy.
5. Don’t Chase Trends—Set Them
“Glazed skin” wasn’t a thing until Hailey made it one. Rhode became synonymous with that look.
FAQs
Q1: Is Hailey Bieber still running Rhode?
Yes! She’ll continue to serve as Chief Creative Officer and lead product innovation while advising e.l.f.’s broader brand strategy.
Q2: Will Rhode’s products or prices change?
As of now, e.l.f. says the brand will maintain its identity, pricing structure, and ingredient standards.
Q3: What does the $1 billion price include?
The deal includes $800 million in immediate value and a $200 million performance-based earn-out.
Q4: Is this the biggest skincare acquisition?
While not the largest overall, it’s among the fastest-growing and most valuable celebrity skincare deals to date.
Q5: When will the deal officially close?
Expected in Q2 FY2026, pending standard regulatory approvals.
