Hailey Bieber’s skincare brand Rhode is set to become one of the biggest celebrity beauty acquisitions in recent years. On Wednesday, e.l.f. Beauty, a publicly traded cosmetics company, announced it will acquire Rhode in a blockbuster deal valued at up to $1 billion.
The deal includes $600 million in cash, $200 million in e.l.f. Beauty stock, and a potential $200 million in performance-based payouts over the next three years. It marks a major milestone for Bieber, 27, who launched Rhode less than three years ago with a vision to simplify the oversaturated skincare market.
“A very edited and curated, intentional shopping process for people,” is how she described the brand’s mission in a 2022 Forbes interview. The name Rhode is taken from her middle name.
Since launching in the summer of 2022 in Los Angeles, Rhode has gone viral — fueled in large part by Bieber’s celebrity status and her nearly 55 million Instagram followers. The brand’s minimalist packaging and “glazed skin” aesthetic quickly became a beauty trend. Bieber cofounded the company with filmmaker Michael D. Ratner and his wife, Lauren Ratner, a former Reformation marketing executive.
Over the past year, Rhode pulled in $212 million in net sales, according to e.l.f.’s announcement. Bieber will retain her roles as Chief Creative Officer and Head of Innovation. While her exact ownership stake hasn’t been disclosed, she’s poised to earn a nine-figure payout from the deal.
From three initial products, the Rhode line has grown to include tinted lip balms and blushes. Last week, Sephora announced it would carry Rhode in stores across the U.S., Canada, and the U.K. starting this fall — a major retail leap from its current direct-to-consumer model.
Bieber, the daughter of actor Stephen Baldwin, first rose to fame through modeling and social media. She married pop star Justin Bieber in 2018, and the couple welcomed their first child in August 2025. Her global lifestyle inspired the practical focus of Rhode:
“A lot of flying made me think about what I’d want in my carry-on bag,” she told Forbes.
With this acquisition, Bieber joins the growing ranks of celebrity beauty moguls. Rihanna’s Fenty Beauty helped make her a billionaire, while Selena Gomez’s Rare Beauty brought in $367 million in 2023 revenue. Kim Kardashian, Scarlett Johansson, and Lady Gaga have also entered the beauty space. Kylie Jenner famously sold 51% of Kylie Cosmetics to Coty for $600 million in 2020.
The Rhode acquisition is expected to close between July and September 2025.
“This has far exceeded my hopes and expectations,” Bieber said. “It just feels so crazy.”
