Hailey Bieber is officially in her mogul era. The 28-year-old model and beauty entrepreneur just inked a jaw-dropping deal to sell her skincare brand, Rhode, to e.l.f. Beauty a transaction that could reach a whopping $1 billion.
Founded in 2022 and named after her middle name, Rhode has become a viral sensation in the clean beauty space, especially on TikTok, with cult favorites like the Peptide Lip Treatment leading the charge. In just a short span, the brand racked up $200 million in net sales over the past year alone.
The Billion-Dollar Breakdown
e.l.f. Beauty, known for its affordable and trend-savvy products, is acquiring Rhode for $800 million upfront (a mix of cash and stock), with the potential to tack on another $200 million based on future performance—bringing the deal to a potential $1 billion. It’s a major move that places Hailey among the top tier of celebrity beauty founders cashing in on the skincare boom.
A Celeb Beauty Power Play
Rhode’s success isn’t a one-off—it’s part of a much larger trend. In 2023 alone, celebrity beauty brands generated over $1 billion in sales, according to Nielsen IQ. Hailey now joins the ranks of A-list entrepreneurs like Rihanna, Kim Kardashian, and Selena Gomez, turning skincare into serious enterprise.
Hailey comes from Hollywood royalty—daughter of actor Stephen Baldwin, niece to the Baldwin brothers, and wife to pop icon Justin Bieber. With their recent baby news adding to the buzz, her timing couldn’t be more golden.
In a recent Vogue interview, before the deal was public, Hailey humbly shared:
“In my wildest dreams, it’s already gone beyond what I would’ve hoped for.”
Hailey’s Not Going Anywhere
Despite the acquisition, Hailey’s not stepping back. She’ll stay on as Chief Creative Officer, continuing to guide the brand’s vision and innovation. She called the sale “the next chapter” for Rhode and expressed her excitement for what’s to come:
“Our partnership with e.l.f. Beauty marks an incredible opportunity to elevate and accelerate our ability to reach more of our community with even more innovative products and widen our distribution globally,” she said in the announcement.
From glow to global Hailey’s journey proves that when passion meets product, the results can be billion-dollar beautiful.