Hailey Bieber Sells Her Beauty Brand Rhode to Elf Beauty in a $1 Billion Deal

Hailey expressed a sincere comment on Instagram shortly after the announcement, articulating her enthusiasm for the new alliance and extending gratitude to the whole team that has contributed to the development of Rhode as a brand.

Hailey Bieber. Photo by Instagram/haileybieber

Hailey Bieber, a model and spouse of music artist Justin Bieber, has consented to divest her skincare brand Rhode in a transaction potentially worth at US$1 billion.

The brand will be acquired by e.l.f. Beauty, a U.S.-based cosmetics distributor, following the completion of the sale between July and September, as stated in a press release from the buyer.

“e.l.f. Beauty identified a kindred disruptor in Rhode,” stated e.l.f. chairman and CEO Tarang Amin. "Rhode enhances our portfolio with a rapidly expanding brand that renders prestige more accessible."

Image: Getty Images

Hailey established Rhode, called for her middle name, in Los Angeles during the summer of 2022, motivated by dissatisfaction with the chaotic skincare industry. She co-founded Rhode alongside director and entrepreneur Michael D. Ratner and his spouse, Lauren Ratner.

She sought to establish "a meticulously curated and intentional shopping experience for individuals," as she articulated to Forbes in 2022.

The brand saw swift popularity, augmented by Bieber's celebrity status and her approximately 55 million Instagram followers.

It has achieved significant growth, more than doubling its consumer base in the preceding year and generating $212 million in net sales for the 12 months ending March 31, 2025.

Hailey will maintain her position as founder while also assuming the roles of Chief Creative Officer and Head of Innovation at Rhode, where she will supervise creative endeavors, product innovation, and marketing strategies.

We eagerly anticipate introducing Rhode to a broader audience and diverse locations. Since inception, my objective for Rhode has been to provide indispensable skincare and hybrid cosmetics suitable for daily use.

Hailey, the daughter of actor Stephen Baldwin, achieved notoriety through modeling and her social media influence. She wed Justin Bieber in 2018, and they welcomed their first child in August.

Rhode, initially offering only three products, has broadened its range to encompass colored lip balms and blushes. On the previous Tuesday, Sephora declared that Rhode, which was hitherto exclusively available online, will be accessible at retail locations in the U.S., Canada, and the U.K. beginning this autumn.

Hailey's commercial achievement occurs against rumored financial difficulties faced by her husband, music icon Justin Bieber. The 31-year-old musician is reportedly confronting bills from his canceled 2022 "Justice" tour, with allegations that former manager Scooter Braun lent him over $8 million to offset expenses, as reported by Page Six.

In October of last year, it was reported that Justin, with an estimated net worth of $300 million and having sold his music collection for $200 million in 2022, was contemplating legal action against his financial managers for purportedly mismanaging $300 million of his wealth. Nevertheless, reports indicated that excessive personal expenditure may be the underlying problem.

Justin's representative has categorically refuted any allegations of financial difficulties, in response to an article from The Hollywood Reporter. Sources informed Page Six that Hailey is "completely the primary earner now."