Hailey Bieber's Rhode Sold for Up to $1 Billion: A Beauty Industry Power Move

Hailey Bieber's Rhode Brand Sells to e.l.f. Beauty for Up to $1 Billion Hailey Bieber, the 28-year-old model and entrepreneur, has made a significant business move, selling her popular skincare and makeup brand, Rhode, to e.l.f. Beauty in a deal potentially worth up to $1 billion. The deal, announced on May 29th, 2025, consists of $800 million in cash and stock upfront, with an additional $200 million contingent on future sales performance. This acquisition marks a major step for both companies. e.l.f. Beauty gains a high-profile brand with a devoted customer base, while Bieber secures a lucrative exit strategy for her relatively young company, which she founded only three years ago. Bieber expressed her enthusiasm for the partnership, stating in an Instagram post: "When I launched @rhode in 2022, 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." The deal is expected to close later this year. Bieber will continue to play a key role in Rhode's development as Chief Creative Officer and strategic advisor to e.l.f. Beauty. The acquisition highlights the growing influence of celebrity-backed brands within the beauty industry and the strategic acquisitions being made by major players to expand their market share.