In what feels like the most glamorous business handshake of the decade, e.l.f. Beauty has just acquired Hailey Bieber’s much-loved skincare brand, Rhode, for a jaw-dropping $1 billion. Yep, you read that right—one billion dollars. Launched in 2022, Rhode quickly became the darling of the skincare world with its clean aesthetic, minimalist lineup, and Hailey’s signature “glazed donut” glow.
Fast-forward to 2025, and the brand has now been scooped up by one of beauty’s boldest disruptors: e.l.f. Beauty. What’s more? Hailey isn’t going anywhere. She’s staying on board as Chief Creative Officer and Head of Innovation, ensuring Rhode’s magic stays intact while scaling globally. So how did we get here—and why does this matter so much in the ever-evolving beauty cosmos? Let’s unpack it all.
A Cinderella Deal—But Make It Skincare
“Rhode is now part of the billion-dollar beauty club—no fairy godmother required.”
Let’s talk numbers first, because they’re juicy. The acquisition breaks down like this:
- $600 million in cash
- $200 million in newly issued e.l.f. Beauty shares
- Up to $200 million in earnouts, depending on how Rhode performs over the next three years
All this for a brand that pulled in $212 million in net sales just last year. Not too shabby for something that started as a chic little DTC (direct-to-consumer) brand promoted by dewy Instagram selfies.
According to an SEC filing, if the deal falls through under certain terms, e.l.f. could owe Rhode a $65 million breakup fee. But let’s be honest—this deal looks locked, loaded, and ready to go.
Hailey Bieber: From Model to Mogul
“I feel invigorated, excited, and more ready than ever.” – Hailey Bieber
Don’t call her just a face of the brand—Hailey Bieber is the brand. And now, as Chief Creative Officer and Head of Innovation, she’s doubling down.
Her new titles aren’t just symbolic. Hailey will steer everything from product development to brand voice while also acting as a strategic advisor to e.l.f. Beauty’s wider family of brands. That includes e.l.f. Cosmetics, e.l.f. SKIN, Keys Soulcare, Naturium, and Well People.
The vision? “More faces, places, and spaces,” says Hailey. Translation: Rhode is going global.
Later this year, Rhode will hit Sephora shelves in the U.S. and U.K.—its first big move into retail. Say goodbye (but not forever) to its exclusive online vibe.
Rhode’s Winning Formula
“Essential skincare and hybrid makeup you can use every day.” – Hailey’s guiding mantra. What makes Rhode stand out in a sea of celebrity beauty brands? Two words: intentional simplicity. With a capsule collection that includes cult-favourite lip treatments, glowy moisturisers, and barely-there blush tints, Rhode is the ultimate clean-girl brand.
Think fewer products, clearer skin, and packaging so chic it does your selfie for you. Hailey Bieber’s eye for pared-down beauty struck a chord with Gen Z and millennials alike—proving that you don’t need 15 steps to feel fabulous. With e.l.f.’s help? Expect that product line to expand, but always with that Rhode DNA intact.
Justin Bieber: The Sweetest Hype Man in the Game
“Behind every beauty mogul is a husband proudly reposting on Instagram.”
While Hailey Bieber was making business history, Justin Bieber was making headlines of his own by being adorably supportive. On Instagram, Justin celebrated Rhode’s $1 billion milestone by posting a slideshow of sweet snaps: one of him hugging a beaming Hailey, another mid-kiss, and a screenshot of her announcement. No caption needed—just a heart emoji. Classic Biebs.
It’s not the first time Justin has shown up for his wife’s brand. He’s been spotted at Rhode pop-ups and sung its praises in interviews, and now, he’s cheering her on as she becomes a major player in the beauty biz. Their love story continues to be a blend of romance and realness—and this latest milestone only adds sparkle.
A Billion-Dollar Love Story, a Billion-Dollar Brand
“This next chapter is going to be even more incredible—together.” – Hailey Bieber
In a world of overhyped launches and influencer fatigue, Rhode stands out not just for its clean aesthetic but for its clarity of purpose. It’s not about doing the most—it’s about doing what matters, beautifully. With e.l.f.’s backing, Hailey’s vision has the muscle to scale globally without losing its signature cool-girl DNA. And with Justin cheering from the sidelines (and probably the product-testing couch), this next chapter is as much about love and legacy as it is about lip balm. Hailey Bieber is not just glowing—she’s glowing up, and we’re here for every radiant step.
