Hailey Bieber has struck beauty gold, sealing a landmark deal to sell her skincare brand Rhode to E.l.f. Beauty for up to $1 billion.
The acquisition includes $600 million in cash, $200 million in E.l.f. stock, and an additional $200 million in performance-based payouts over the next three years.
Despite the sale, Bieber isn’t stepping away. The model and entrepreneur will remain Chief Creative Officer and Head of Innovation at Rhode, while also serving as a strategic advisor at E.l.f. Beauty.
Founded in 2022, Rhode has experienced a surge in popularity thanks to its viral products, including the Peptide Lip Treatment and Glazing Fluid.
In just under three years, the brand generated a staggering $212 million in net sales during the 12 months leading up to March 2025.
The deal, pending regulatory and shareholder approval, is expected to close later in 2025, making it one of the most lucrative celebrity-founded brand acquisitions in the beauty industry.
