Hailey Bieber Sells Rhode To e.l.f. for Up To $1 Billion

In one of beauty’s most buzzed-about deals of the year, Hailey Bieber has officially sold her skincare and makeup brand Rhode to e.l.f. Beauty — but don’t expect her to disappear from the brand any time soon. The acquisition, announced May 28, 2025, is worth up to $1 billion USD, including $800 million upfront and an additional $200 million based on Rhode’s performance over the next three years. And yes, Hailey’s still steering the creative ship.

Rhode, which only launched in 2022, has grown at breakneck speed. In its latest fiscal year alone, the brand pulled in $212 million in net sales from just 10 SKUs — a mind-bending figure for a three-year-old label. Products like the Pocket Blush and Glazing Milk have become instant sell-outs, helped by social buzz and ultra-clean branding that hits perfectly with Gen Z and millennial consumers. With collaborations ranging from Tate McRae to Claudia Schiffer, Rhode’s meteoric rise has been anything but quiet.

Hailey’s Still in Charge — With a Bigger Platform

Under the new deal, Bieber remains as Rhode’s Founder and takes on the dual role of Chief Creative Officer and Head of Innovation. According to e.l.f.’s official release, she’ll continue leading product development and marketing strategy, ensuring her fingerprint stays all over the brand. In a celebratory Instagram post, she confirmed her commitment to Rhode’s vision: “I always had big dreams for the company, and the most important thing to me is to keep bringing rhode to more spaces, places, and faces globally.”

e.l.f. CEO Tarang Amin echoed this sentiment, calling Rhode a “like-minded disruptor” with a clear alignment on innovation, accessibility, and audience engagement. The brand will launch across Sephora US and Canada this fall, and in Sephora UK by the end of the year — signaling Rhode’s next phase as a full-on global player.

What Hailey’s Cashing In

While the exact numbers haven’t been disclosed, insiders estimate that Bieber owned 50–70% of Rhode, with the rest likely split among early investors like One Luxury Group. If Rhode hits its full $1 billion valuation, Bieber’s payout could range from $500 to $700 million before taxes — not bad for a brand that started with a few dewy lip treatments and a lot of hype.

According to e.l.f., the deal includes $600 million in cash, $200 million in stock, and another $200 million in earnout payments if the brand continues to crush expectations. That structure not only locks Bieber in for the long haul, but also incentivizes her to keep driving growth — something she’s already proven she’s more than capable of.

What This Means for Beauty

Rhode’s acquisition is part of a broader trend of celebrity brands becoming major players in the consumer goods space — not just vanity projects but strategic assets. Bieber’s exit package might put her in rarefied financial air, but her creative involvement signals a deeper play: global expansion, brand longevity, and creative control on a larger stage. In the age of digital-native beauty, Rhode just went from cult-favorite to empire-in-the-making.