WEBDESK: Hailey Bieber has made headlines once again this time for a major business move. The model and entrepreneur has sold her skincare brand, Rhode, to beauty giant e.l.f. Beauty in a deal worth up to $1 billion.
Inside Hailey Bieber Billion-Dollar Deal
The deal includes an upfront payment of $800 million in cash and e.l.f. stock. An additional $200 million will be paid if Rhode hits certain performance goals over the next three years. This marks the biggest acquisition in e.l.f. Beauty’s history, showing just how valuable Rhode has become since its launch.
The Rise of Rhode
Hailey Bieber launched Rhode in 2022, wanting it to emphasize quality and simple skincare. It became very popular and TikTok played a major role, due to videos about its viral ‘rhode peptide lip treatments’ and other popular products. By early 2025, Rhode had already made over $200 million in sales.
A Strategic Move for e.l.f. Beauty
This move allows e.l.f. Beauty to expand into the luxury skincare space, a step up from their usual affordable makeup lines. Rhode will also now appear in more stores, including Sephora outlets in the U.S., Canada, and the U.K., giving it even more global exposure.
Hailey Bieber Stays in the Picture
Even though she sold the brand, Hailey Bieber isn’t stepping away. She will stay on as Rhode’s Chief Creative Officer and Head of Innovation. She’ll also advise e.l.f. Beauty on strategy, helping to shape Rhode’s future products and direction.
Hailey Bieber Heartfelt Message and Industry Impact
In an emotional social media post, Hailey Bieber thanked fans and her team for their support, calling the deal a “dream come true.” Her husband, Justin Bieber, also celebrated the big moment by sharing her post with pride.
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