Hailey Bieber Sells Rhode
In a stunning milestone for the beauty industry, Hailey Bieber has sold her skincare brand, Rhode, to e.l.f. Beauty for a whopping $1 billion—just three years after its launch. The model-turned-entrepreneur is now being hailed as one of the most successful celebrity founders in the modern beauty space.
Who Is Hailey Bieber?
Hailey Bieber (née Baldwin) first gained fame as a fashion model, gracing major magazine covers and walking the runway for top-tier brands. As the daughter of actor Stephen Baldwin and wife of pop star Justin Bieber, she was already a familiar face in the world of entertainment. But Hailey set out to carve her own path—and in 2022, she did just that by launching Rhode, a minimalist skincare brand focused on science-backed formulas and barrier-friendly ingredients.
The Rise of Rhode
Rhode quickly became a cult favorite, known for its chic packaging, affordable price points, and standout hero products like the Peptide Glazing Fluid and Barrier Restore Cream. With a clean, pared-down aesthetic and Hailey’s glowing skin as its best advertisement, Rhode captured the attention of Gen Z and millennial consumers alike. Within months, the brand had sold out multiple product launches and amassed a loyal following online.
The $1 Billion Deal
On May 28, 2025, it was announced that e.l.f. Beauty had acquired Rhode in a deal valued at up to $1 billion. The deal includes $600 million in cash, $200 million in e.l.f. stock, and a potential $200 million earnout based on future performance. For e.l.f., the acquisition is a bold move into the prestige skincare market—and for Hailey, it marks a massive win.
Despite the sale, Hailey isn’t stepping away. She’ll remain Chief Creative Officer and Head of Innovation at Rhode, continuing to steer the brand’s product development and creative direction under the e.l.f. umbrella.
What’s Next for Hailey?
With this acquisition, Hailey Bieber joins the ranks of celebrity founders who’ve built real business empires—think Rihanna’s Fenty Beauty or Kim Kardashian’s SKKN. Industry insiders estimate she could net upwards of $170 million personally from the sale, depending on her stake and performance-based payouts.
As Rhode prepares to scale globally and expand into retailers like Sephora, Hailey’s influence in the beauty world is only just beginning. What started as a passion project has turned into a billion-dollar brand—and solidified Hailey Bieber’s status as not just a style icon, but a savvy businesswoman.
