Hailey Bieber has sold her skincare brand, Rhode, to e.l.f. Beauty in a landmark deal valued at up to $1 billion. The agreement includes $600 million in cash, $200 million in e.l.f. stock, and an additional $200 million contingent on Rhode’s growth over the next three years.
Despite the sale, Bieber will continue to play a pivotal role in the brand’s future. She will serve as Rhode’s Chief Creative Officer and Head of Innovation, overseeing product development and marketing. Additionally, she will act as a strategic advisor to e.l.f. Beauty, ensuring her vision for the brand remains central. Rhode, launched in 2022, quickly gained popularity with its minimalist skincare products, notably the Peptide Lip Treatment. The brand achieved $212 million in net sales in the fiscal year ending March 31, 2025. The acquisition aims to expand Rhode’s global presence, with plans to launch in Sephora stores in the U.S. and U.K. by the end of 2025. This move marks a shift from Rhode’s direct-to-consumer model to broader retail distribution. Hailey’s continued involvement suggests a commitment to maintaining the brand’s authenticity and connection with its consumer base—the partnership with e.l.f. Beauty provides Rhode with resources to scale operations and reach new markets, potentially setting a precedent for similar collaborations in the industry.
What’s Next: Looking ahead, Rhode plans to introduce new product categories, including color cosmetics, and expand its international footprint. Bieber has expressed interest in exploring fashion ventures, having trademarked the name “Moodboard” in the fashion space. Her role in Rhode’s creative direction ensures that the brand’s evolution will continue to reflect her personal aesthetic and values.
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